techcrunch.com - 

They say lightning doesn’t strike twice, but after it did Seaya Ventures is hoping it does for a third time. The VC fund has led a $4 million round in Spanish and Latin American beauty marketplace Miora, founded by Diego Ballesteros.

Ballesteros previously co-founded online takeout startups SinDelantal (in Spain) and SinDelantal.Mx (in Mexixo). The former was backed by Seaya Ventures partner Michael Kleindl and the latter by Seaya Ventures itself. Both companies were acquired by Just Eat.

Founded earlier this year and launched in five countries — Spain, Mexico, Colombia, Peru and Chile — Miora operates an online marketplace and booking platform for beauty treatments. For consumers it offers greater chose and the convenience of online booking, and for the 750 beauty salons signed up to the platforms, promises to drive more business and fully digitise the beauty industry.

Asked how the new capital will be used by the Madrid-headquartered started, Ballesteros notes that Miora is launching 5 markets in one go, possibly one additional one. “This is something we could not have done on our own,” he says. In addition to building to the startup’s technology, money will be used to grows the sales organisation and marketing.