All About Beauty


A new Web site devoted to the world of beauty dishes out product reviews, advice, tips and techniques both consumers and stylists will love.

When it comes to beauty products, women have thousands of choices, but a new Web site called, founded last December, helps consumers cut through the clutter to find the haircare, styling aids, makeup and skincare products that will best meet their needs.

"We like to call 'the smart girl's secret weapon,'" says the Web site's CEO and founder, Emrah Kovacoglu. "It helps women sort the good products from the bad, via unbiased reviews from our editors and other women like them." has an extensive library of 30,000 professional, mass market, prestige, niche and spa beauty products, and a "Beauty Scout" tool that gives members the option to customize the site and generate recommendations to match their individual needs and preferences.

Kovacoglu, formerly a Procter & Gamble global digital brand manager for the cosmetic category, says he created the site because he felt the industry was lacking an inclusive beauty guide for women of all ages and lifestyles. "Marketers are also beginning to shift their money online and are looking for larger audiences engaging in beauty content," he says. "I noticed a gap in this arena."


In addition to the product library,'s content includes numerous hairstyles and makeup looks, helpful quizzes and a forum, where women can share their opinions and connect with other users who have similar beauty issues and questions. And for useful how-to tutorials, TotalBeauty Television contains hours of helpful videos that offer easy-to-achieve beauty solutions. provides users with thousands of beauty product reviews, how-tos and a forum. provides users with thousands of beauty product reviews, how-tos and a forum.

Although is targeted at consumers, hairstylists have a lot to gain from visiting the site, from keeping abreast of the latest celebrity hairstyles to getting a handle on what beauty issues their clients may be dealing with. "Beauty professionals have really fallen in love with," Kovacoglu says. "The site easily allows them to post a glowing review of a product they believe in so that they can refer their clients when discussing it with them in the salon." Stylists can also send their clients to the Web site to learn about styling techniques and products to try between each cut. Visit the site and you'll soon see why it's already receiving half a million unique visitors each month. —L.A.