Popular nail polish brand, Essie, has taken a giant leap into partnering with Reddit.
RedditGifts is an online gift exchange program that was brought about in 2009. With Reddit's readership including high levels of 'beauty-obsessed' users, Essie hopes to reach a wider audience and consumer group through this partnership. They will gift 200 participants a sample of their new Expressie polish.
Reddit has more than 430 million monthly active users and Roxy Young, vice president of marketing at Reddit, says that she has seen tremendous growth with its beauty communities.
Essie is the first beauty brand to ever sponsor RedditGifts.