A select group of cosmetics and skin-care enthusiasts will be greeted with a new shopping experience come Monday when beauty business Vainité.com launches.
The beta version of the undertaking goes live Feb. 1. The site plans to feature twice-weekly selections of prestige beauty products curated by the business’ in-house team or industry tastemakers Harley Viera-Newton, Tabitha Simmons, Devon Aoki, Nicky Hilton, Meredith Melling and Valerie Boster. The product lineup includes Stila, Nuxe, Tata Harper, Skyn Iceland, Make Beauty, Soleil Toujours, Kahina Giving Beauty, Alchimie Forever, Per-fekt, Vapour, Kjaer Weis, Kat Burki, Josie Maran and Red Flower. The products will be sold at discounts determined by the brand, according to cofounder Bryn Kenny. Vainité was also cofounded by beauty writer Sarah Howard and designer Minnie Mortimer.
The site will be available to a group of 3,000 people starting Feb. 1, with a goal of 15,000 high-end beauty enthusiast members by May, according to Kenny. Members fill out a questionnaire on their physical attributes and skin concerns, which Vainité’s proprietary search function uses to curate products that suit customer needs. For gift shopping or other reasons, that function can be turned off.
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“Vainité presents beauty to the online consumer in a really thoughtful, easy-to-understand and fun way,” Howard said. “After all, not all products are created equal. We need help to navigate through the clutter.”