As gears up to launch its redesigned Web site in August, the e-commerce site has also named its first beauty director at large, makeup artist Romy Soleimani.

“We have worked with Romy for a few seasons backstage at New York Fashion Week,” said Kathleen McNeill, president of “She is an incredible artist. We have a lot of respect for her.” will also be upping its content on the site — including adding more original video and photography, how-tos and educational material — and streamlining its navigation.

People like to research products online and understand trends, so we have elevated that,” said McNeill. “Romy is the crown jewel of the site redesign.”

In her new role, Soleimani will offer consumers product recommendations, trend content and tutorials. She will also be updating a personal blog — which will also feature insider behind-the-scenes video — two to three times weekly.

“Facebook and Twitter are also great forums for questions and answers and [a chance for us] to make Romy interactive with customers,” said McNeill.

Soleimani, who has made faces for designers like Jason Wu, Nina Ricci, Thakoon and Naeem Khan, is also a celebrity favorite. Her clientele list includes names like Demi Moore, Liv Tyler, Rihanna, Kate Hudson, Elizabeth Banks, Rachel McAdams, Diane Kruger, Maggie Gyllenhaal, Ashley Greene, Sofía Vergara and Kerry Washington.

“Romy is known for beautiful, inspirational makeup,” said McNeill. “She is so versatile. She takes what’s happening on the runway and spins it in a way that it could work for anyone.”

load comments
blog comments powered by Disqus