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Smart beauty shopping with

Shopping for beauty products can be overwhelming. Shelves upon well-stocked shelves of endless bottles, jars and tubes can stress out even the most brazen beauty buff. But with, the first social beauty store that provides personalized product recommendations, the stress of shopping for beauty products is gone.

Woman shopping on

Why social beauty?

If you’ve ever stood confused and bewildered at a beauty counter, you’re not alone. “With thousands of new beauty choices and a multitude of complex individual concerns, finding the right beauty products was a constant problem for busy women,” says founder Julie Mahloch. “I created as a place where women can go to instantly see the very best for them, based on the unbiased feedback of women like them. is women helping women in action!”

Mahloch hopes that by using women will be able to “end the beauty graveyard” and save all that money so many of us waste on products that don’t work.

How it works


To sign up, you begin by filling out a standard form with your contact information and some basic information on your skin type, skin tone and whether or not you have sensitive skin. Once you’re signed up, you can opt to fill in a more in-depth beauty profile which takes into consideration your eye color, hair color, hair length and texture, personality type (glam, classy, trendsetter, etc.) and main skin care, body and eye concerns. From there’s Best4You tool uses the information you’ve provided about yourself, reviews from consumers with similar needs and concerns and product information 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.

Get shopping

When you’re ready to shop, you can search by category. Anything you want to look for will have a star rating, which includes the number of people who have reviewed it. Clicking on the product allows you to read the reviews, along with a detailed description of the product. If you’re not into guesswork when it comes to beauty shopping, you can also shop for only your Best4You recommendations. Click on whatever product you’re interested in and you’ll get the highest rated option, along with the best choice for you based on other criteria. For example, along with the highest rated day moisturizer, you also get recommendations for the most budget-friendly, best for uneven tone, best for blemishes and other more specific options.

We were particularly intrigued by the option to “Explore Cabinets.” Once you’re signed in, you can check out what other members are using. Search by age, complexion, eye color and hair color to find members who are most likely to be interested in similar products and see what they’ve bought and what they think of their beauty finds. It’s like peeking inside the makeup bag of your most beauty-savvy friends. currently offers over 130 brands in every price range and adds approximately 15-20 every month. You can shop for everything from makeup and skin care to hair care, bath and body and fragrances.


If you need more incentive to shop, also offers personalized promotions including their Silver, Gold and Platinum BloomBox gifts filled with deluxe samples, mid and full-sized products and BloomDollar rewards which can be used toward any products you want to buy. is also running a “Share The Beauty” campaign (through the end of October) where members are encouraged to invite 10 or more friends to join for an instant $20 gift code for use on a future purchase of $40 or more on the site. Simply enter valid email addresses for 10 or more friends, who will be invited to join via email, to receive a $20 credit.

Watch: What is

Julie Mahloch discusses why she started

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