New Beauty Shopping Website Based on Reviews

A new online shopping destination has launched at Billing itself as a new beauty destination powered by women helping women discover what beauty products work best, the site was designed to make shopping for beauty less complicated, and it also offers a recommendations system that ensures all purchases are backed up by a 365-day, “try it, love it” guarantee.

Making a foray into “social beauty,” provides personalized beauty recommendations to help women achieve their most beautiful self, allowing them to peek into each other’s Beauty Cabinets and read unbiased reviews on those products. A lot of sites offer reviews, but uses that unbiased feedback to create relevant recommendations for every woman by matching members’ needs and beauty profiles. This means women are buying the right products the first time.

Site founder Julie Mahloch has more than 14 years of experience revolutionizing e-commerce business and is known for cofounding, one of America’s largest online home furnishing companies. Her desire to make finding the right beauty product easy and efficient way evolved into a new passion, and provides a unique outlet to support the mission—women helping women find the right beauty products every time.

,p>Joining Mahloch in this endeavor is Nick Hudson, a veteran in the beauty industry for almost 20 years, whom she has appointed CMO of He began his career in business development at The Boots Group, where he was responsible for launching dozens of brands and establishing new creative retail and branding partnerships in over 40 countries across Europe, Asia and the U.S. Hudson went on to cofound Excelsior Beauty in 2004 where he developed new beauty markets in the U.S. and expanded distribution of international consumer brands to mainstream retailers in the U.S. including CVS, Target and Walgreens. He is responsible for merchandise, marketing and business development at

Cult favorites offered on the site include Ole Henriksen, Jan Marini, Kemma Kidd and Dr. Dennis Gross, and numerous mainstream brands are part of the 130+ brands available at

For relevant recommendations, women fill out a beauty profile before tapping into the heart of—Best4You, a tool that harnesses the power of a confidential algorithm that combines personal profile information, reviews from consumers with similar needs and concerns and product information and claims to provide a list of customized product recommendations in every beauty category and budget range. The suggestions come from 18 months of data from over 25,000 online members, consumer focus groups and surveys. is so confident in the recommendations that they offer a 365 Try It, Love It guarantee.

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