DermStore.com Expands Into Beauty Space

DermStore.com has unveiled a sister site called blush.com. which will sell makeup brands and will feature the Blush Beauty Curator Panel, said to be comprised of the industry’s premier makeup artists and cosmetics professionals.

The panelists will use their beauty knowledge to “scour through thousands of products and hand select the best and most cutting-edge makeup on the market to be offered on blush.com,” according to the company.

“The launch of blush.com will streamline the process for our customers seeking both serious skin care and fun cosmetics. They are now able to shop two different sites, one with thousands of skin care items and one with thousands of carefully selected cosmetics, and experience one simple checkout process,” said Dan Obegi, CEO of DermStore.com and blush.com. “Additionally, blush.com provides us an opportunity to reach a younger demographic that is more interested in eyeshadows and lipsticks than anti-aging serums.”

The younger demographic targeted by blush.com is reflected in the various partnerships and promotions offered to the customers.


For example, the site will collaborate with Blair and Elle Fowler, who have gained fame and millions of fans by sharing their beauty musings, advice, tips and tricks through their YouTube channel.The sisters will serve as members of the Blush Beauty Curator Panel and offer their expert advice on the newest trends in cosmetics.

In addition, blush.com is the exclusive partner for Elle and Blair’s upcoming cosmetic line, Skylark, set to launch in September 2012.

“I am so excited to have the Fowlers on board with blush.com,” said Obegi. “Not only do they yield a great amount of influence over their fan base–they’re the perfect representation of the blush consumer: youthful, smart, fashion-forward and educated when it comes to products, brands and ingredients.”

The site is also partnering with handbag designer Lauren Merkin, who has designed a limited-edition version of her most popular purse, the Eve clutch. Every day for blush’s first month, blush.com orders will be selected at random to receive the coveted bag.

Additionally, blush.com will be working closely with BellaSugar, the beauty destination of PopSugar, a leading lifestyle brand for women 18-40. The experience will provide the viewer with an in-depth look at the newest products found in the beauty world and some of BellaSugar’s favorite finds, as well as amazing offers, beauty deals and tutorials found only on blush.com, the company said.

You can read more about DermStore.com in Happi.com’s interview with CEO Dan Obegi.