It was a provocative thought: What if consumers not only had a tangible say in a brand’s product development, but could experience its products in each physical and digital realms, all without relinquishing their data?

Such was the genesis of Kiki, a beauty brand debuting Tuesday with one stock keeping unit and a Kiki World membership platform that enables consumers to forged votes and supply feedback while earning points and virtual collectibles.

“Without delay, beauty stands on the shoulders of customer recommendations and creator content, yet there’s no way for these two most significant groups to be rewarded consistently unless they’ve a brand deal,” said Jana Bobosikova, chief executive officer of Kiki, who cofounded the brand with chief creative officer Ricky Chan and chief marketing officer Brendon Garner.

Kiki launches with a $29 peel-off nail polish called Pretty Nail Graffiti, which is accessible in three colours (Matte Black, Gloss White and Crackle) and goals to simplify the nail painting and removal processes.

“We’ve been stuck on this world where we’ve accepted that, while humans can go to Mars, we have now to take two hours to do our nails — it’s bizarre,” said Bobosikova. After going through greater than 40 vendors, the formula’s final iteration dries inside minutes and may be peeled off any time with relative ease, or remain for a couple of days before it begins to peel by itself.

“We felt that expressiveness through nails is having a moment, and so it gave the impression of a great product to begin with from that perspective,” Bobosikova said.

Consumers can vote on which nail polish colours they would love to see next via the Kiki World platform, in addition to offer direction for the brand’s upcoming products, which to date include a Clean Face Candy cleanser, Magic Bubble Moisturizer and 1 Night Hair Stand temporary hair dye.

“We’re interested by customer input at an attribute level, so that would mean product color, scent, function, should our moisturizer be for dry skin or acne-prone skin — that kind of thing,” said Bobosikova.

Voting is a technique customers can earn points, which may in turn be redeemed for rewards equivalent to branded merchandise, virtual collectibles and wonder products. Consumers also can earn points by referring friends to the brand and even simply using a Kiki product, because of RFID tags that sense when a product’s cap is opened (though there’s a once-a-day limit on points granted for the latter).

“Beauty is such a big industry, and sometimes it will probably be a bit top-down when it comes to where the message and where the product is coming from,” added Garner. “The way in which that unique individual identities are formed now online and offline, the best way that they mix; everyone has their unique perspective and voice they need to share, so we got down to work out find out how to actually make that occur.”

The founders estimate Kiki could do around $2 million in first-year sales, though they’ve their eye equally focused on one other metric: engagement.

“It would be interesting to report on first-year votes, as well — yes, ultimately we want revenue and profitability, but engagement gives us a sign of where the corporate is headed,” said Bobosikova.

The brands’ mission of championing consumer autonomy extends into its data policies as well, with the founders harnessing blockchain technology to permit users to retain ownership and management of their data while accessing Kiki World.

“At the tip of the day, we would like to vary the dynamic of and the dialogue on how a brand, beyond just beauty, must be practiced in the longer term. When consumers start to grasp and adopt into this ownership idea, then we can have done our work successfully,” concluded Chan.