The co-founders of dating app Tinder are among the investors.
Waldo, a European direct-to-consumer contact lens brand, has secured $5 million in venture funding.
The investment "will fuel ongoing international expansion in Europe and the U.S.," according to a press release published at PE Hub Network.
Investors in the Series A round include PROfounders Capital and YYX Ventures in the UK, as well as Tectonic Capital and Tinder co-founders Sean Rad and Justin Mateen in the U.S.
Waldo, founded by Ashleigh Hinde, launched its subscription model in the UK in August 2017. The company says it's "earned the trust of 50,000 daily lens wearers across 27 European countries."
It launched its service in the US just days ago at www.us.hiwaldo.com.
Hinde said: "At the moment, the large pharmaceutical companies are dominating the industry, but they are too far from their customers. Despite contact lenses being such an intimate product and daily staple in the lives of millions of customers, the big brands in this space are not doing anything exciting. As we are seeing across the CPG industry, the brands that win are the brands that are in conversation with their customers, and able to develop products and services that solve their problems. Waldo’s mission is to leverage that and deliver a more customer-centric contact lens experience."