Beautified Taps Instagram Phenom the Fat Jew

The short film goes, which live today on Beautified’s YouTube page, shows Josh Ostrovsky rushing to get ready for a party at Acme that evening.

The Fat Jew's Josh Ostrovsky and Hannah Bronfman

BEAUTIFIED TAPS THE FAT JEW: Instagram phenom The Fat Jewish (real name Josh Ostrovsky) caused a stir last summer when his video depicting homeless people in New York “SoulCycling” went viral — and Hannah Bronfman is banking that her new video for her Beautified app will see a similar fate. Bronfman, who launched the app with Annie Evans and Peter Hananel in May 2013, allows users to book last-minute beauty appointments and fitness classes.

The short film, featuring Ostrovsky, goes live today on Beautified’s YouTube page, and shows him rushing to get ready for a party at Acme that evening (which he finds out about from Bronfman last minute, obviously). The video shows Ostrovsky’s transformation from vegging on his couch wearing a hoodie and eating baby carrots and Cool Whip out of the container to getting a facial at Red Door Spa and a chest wax at Completely Bare. It’s a play on the app’s ability to book beauty treatments on the fly — or if you’re in a bind and find out about a black-tie event that requires a blowout ASAP. And it has cameos from the Man Repeller’s Leandra Medine, Dree Hemingway and Theophilus London.