Beauty.com Gets a Makeover

Beauty.com—which now offers more than 18,000 high-end beauty products along with an edited assortment of accessories—is sporting a new look this fall. The 12-year-old prestige-beauty e-tailer has added a number of new features to improve customers' shopping experiences, including:

  • Drop-down navigation to assist in sorting through product categories faster
  • The ability to refine within categories by color, concern, benefit and formula when searching for specific products
  • Exclusive editorial content, such as new videos, how-to demos and articles on seasonal trends
  • A new blog called "Beauty Close Up" hosted by makeup artist and newly named beauty-director-at-large Romy Soleimani highlighting product favorites as well as tips and tricks

"We have been adding new content to the site since the last Beauty.com redesign in 2007, but we were due for some overall improvements," says Kathleen McNeill, Beauty.com president. "We have been very diligent in exploring opportunities to fine-tune our customer experience by prominently highlighting our diverse assortment of brands, but we also continue to focus on giving more context around the use of products without making the site busy or overwhelming."

The site's Advice & Trends tab is the destination for the majority of the exclusive and instructive content. The Guest Editor series adds selections by three of the co-founders of the TheBeautyDepartment.com. The new Beauty Solutions page offers targeted recommendations for specific hair, makeup and skincare concerns. The extended Beauty.com team offers individual lists of their fall favorites on the Staff Picks page.

The Body Shop, Elemental Herbology, Kneipp, José Eber, Marula Oil, Sarah Potempa, Kelly Van Gogh, Vanessa Mooney and Janna Connor are among the new lines customers can now purchase on Beauty.com. That brings the number of brands sold at the site—which markets itself as "The World of Beauty Online"—to more than 375.