BEAUTY CARE relaunches site, inks retail partnerships

BY Antoinette Alexander

NEW YORK — Online beauty platform has relaunched its site to include Pinterest-like visual features and an e-commerce angle to provide beauty mavens with an easy search and discovery platform., a seed-funded e-commerce tech company, has been providing its users with beauty product reviews and giveaways since 2009.

Along with a new look and logo, has developed a search and discovery platform that gives consumers alerts of beauty product deals, exclusive offers and ways to search and discover new products that meet their unique beauty needs.’s main objective: To create a site where consumers could comparison-shop and search for best prices or special offers in beauty, as well as a way to find out when/where their favorite products are in stock.

“What our consumers have been telling us is that they want an easy way to comparison shop and that nothing is more frustrating to them than when a favorite product is out of stock. We are making it much more easy to find availability, price comparison and are adding a personalized content piece,” stated founder and Ron Robinson, who has worked at such beauty companies as Estée Lauder Cos. and Avon.

The new also offers features that allow its fan base, built courtesy of social media, to search and discover what’s new in beauty with the same visual and navigating ease of Pinterest. Consumers can create their own profile to store photos, articles and items they wish to purchase. The more a consumer uses the site, the more products and reviews will be tailored towards the user.

Developing a more consumer-friendly e-commerce site also meant more opportunities to partner with retailers and cosmetic and skin care brands.

“We heard from our [retail] partners that ultimately they are looking to grow incremental sales — they want new customers and they want to grow their online business, and what we are doing with the new platform is to bring them new users, drive traffic to their online sites,” Robinson stated.

According to the company, Robinson has established a lineup of such retail partners as Macy’s, Wal-Mart, Walgreens, Birchbox,, Nordstrom and Sephora, and it is in talks with additional chains. caters to an array of mass, specialty and prestige brands as well, including Olay, Too Faced Cosmetics and various Procter & Gamble brands.

With having more than 200,000 monthly unique visitors, Robinson expects those numbers will climb to “well over a million” users by the end of 2014.


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