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Where Magazines Fear to Tread: Beautylish Expands from MakeUp Tutorials into Ecommerce

So many eye shadows!

After two years of building a community of makeup nuts around cosmetic content, startup Beautylish is ready to monetize. Today the company launches an ecommerce offering, so fans of their YouTube tutorials need no longer rustle up their new favorite eyeshadow colors via their own Google searches.

Founder Nils Johnson may be best known for his work as an angel investor, putting early cash into companies like Warby Parker and Everlane, but Beautylish is his very own bouncing baby. 24 months in, the site receives more than a million monthly uniques and has almost as many Twitter followers as beauty beast Sephora. Makeup artists active on the site include Billy B., who works with Lady Gaga.

Funding to date stands at just overĀ $2 million, from investors likeĀ Ron Conway, Max Levchin, Steve Chen, and Jeremy Stoppelman. Read More