By  on September 1, 2011

The homepage of BeachMint.com doesn’t look like much. It’s bare bones at best with a logo of plain, lowercase letters done in two shades of green — seafoam (beach) and mint (mint) — and three links, one to job listings, one to contacts and one to JewelMint. This is introduced with a bland declarative: “Our first product JewelMint is live. Check out our exclusive Jewelry collection designed by Kate Bosworth.” One almost expects to click and be redirected to a NSFW (not safe for work) destination. But BeachMint and its founders, Josh Berman and Diego Berdakin, are indeed legit, if behind on updating their own corporate Web site, which bears no mention of the recent additions to its portfolio.

JewelMint.com launched in October 2010 as an e-commerce site for costume jewelry designed by the pretty, fashionable actress Bosworth and her celebrity stylist, Cher Coulter. Everything on the site, from rings to bracelets to earrings to necklaces, is $29.99, with a new collection offered to members monthly. On July 1, StyleMint.com went live with a collection of T-shirts designed by the actresses-turned-fashion moguls Mary-Kate and Ashley Olsen. As with JewelMint, a new selection of T-shirts, also priced at $29.99, is offered monthly. On Oct. 1, BeachMint will launch its third vertical arm, BeautyMint, with a suite of antiaging skin care backed by celebrity aesthetician Nerida Joy and celebrity-shilling powerhouse Jessica Simpson. “We’re obviously the guinea pigs in terms of the first profile, and now the Olsens have signed on,” said Bosworth. “But I feel like we’re just starting to get a really good hold on this experience.”

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