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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.
This story first appeared in the August 27, 2014 issue of WWD. Subscribe Today.