Ethx – The Marketplace Small Beauty Brands Really Needed

May 14 01:42 2021

Los Angeles, California – The current coronavirus pandemic has altered the entire business industry and began a slow-moving wave of transformative innovation. In the middle of a churn, small businesses have had to adapt to the changing times and reinvent the wheel to stay afloat. With brand models being significantly modified, leaders have worked diligently to figure out ways to adjust quickly and efficiently to be seen amongst their targeted audience.

While being forced to think on their feet during one of the most chaotic moments in history, small businesses needed to find a system that connects them to their customers without the expected foot traffic and economic reliance for backup. It is with this understanding that Ruby Dove took action to create ethx, a marketplace to help small beauty brands and consumers easily find one another. Now more than ever, small businesses have been on the rise. In 2020 alone, the number of small businesses in the US has reached 31.7 million, making up a large portion of all businesses in the country. Certainly, beauty brands are also on the same trajectory, especially with the growth and influence of social media. But many times, it can be difficult to discover brands that align with your ethics as a buyer. As more people begin to shop cautiously, ethx is here to make the process simple with a system that allows consumers to filter through brands and find the ones they want to support. This filter system includes black-owned, veteran-owned, women-owned, and more. It’s the perfect way for buyers to sift through brands and make a powerful decision on their purchases.

“Putting the power back into the hands of the buyers can make a huge difference for a small business that deserves to be seen,” says Anthony Powell, co-founder and CTO of ethx. While small beauty brands are forced to juggle much of their own marketing, including social media, it can be difficult competing with big named brands that seem to have unlimited resources to make a sale. This reality is what makes ethx a groundbreaking platform because it is designed specifically for small businesses beauty brands that deserve noticing within the industry. Owned by two black, Army veterans, ethx aims to place the focus back on meaningful beauty brands that stand firmly on not only selling products but having a voice that customers can resonate with on a deeper level.

With their marketplace set to launch May 24th, ethx is gearing up for the big day by having a giveaway to celebrate. Customers can sign up to be notified of the launch and enter the giveaway at As for small businesses who would like to be featured on the platform, there is a “Feature Your Business” tab on the site to register your brand to be included.

For more updates on the launch, future giveaways, and insight on upcoming collaborations, be sure to follow ethx on Instagram

Media Contact
Company Name: Ethx
Contact Person: Media Relations
Email: Send Email
Country: United States