are released every year. Overwhelming - your average Sephora has over 10,000 different products. Time consuming - browsing through a department store or a beauty website takes hours looking for products. Unstructured - not every store carries the same products and requires training - there is no 'how to guide' for make up, women generally learn from their friends and peers.

TheBeautyCrush records a customers needs and wants in a 30 second interactive profile and offers personalized how to's, a monthly subscription service, celeb looks, videos, etc.