Total Beauty Media Inc. co-founder and chief executive officer Emrah Kovacoglu said the online beauty resource would acquire BeautyRiot.com, a beauty and hair advice and information Web site.
Kovacoglu did not disclose the purchase amount, but said the deal is expected to close in roughly 30 days. Kirsten Lambertsen, who founded San Francisco-based BeautyRiot.com in 1999, will join two-year-old Santa Monica, Calif.-based Total Beauty Media.
Kovacoglu said that BeautyRiot.com appealed to Total Beauty Media because of the breadth of its hair content and its young audience. More than 65 percent of BeautyRiot.com users are under 25 years old, while 80 percent of Total Beauty’s audience is over 25.
“We are going to keep BeautyRiot as a separate brand,” said Kovacoglu. “We are absolutely going to give it a makeover and complement it with more content than just hair content….We need to make sure that we continue to attract that younger audience.”
Kovacoglu said Total Beauty Media is also wrapping up a round of capital funding within the next 30 days to raise $4 million to $6 million from U.S. Venture Partners, Wellington Investments and possibly a third party he declined to name. The company has raised $10 million to date from U.S. Venture Partners and Wellington Investments.