MakeupAlley, the popular beauty product review hub, is shutting after 26 years in business.
The online beauty forum announced it would be closing down on 27 September via a statement on its website.
MakeupAlley was launched in 1999 by Elky Mart and Hara Glick, and garnered a loyal fanbase for its user-generated product reviews, feedback and community boards devoted to daily make-up topics.
“Since our launch… thousands of you from around the world have turned MakeupAlley into more than just an information platform – you have made it a dependable, welcoming community,” read the company’s statement.
“Thank you for making MakeupAlley a vibrant, supportive space for beauty enthusiasts worldwide.
“Your voices, stories and connections have shaped this community in ways we will always treasure, and we are deeply grateful for your passion and loyalty over the years.
“We understand this news may be disappointing, and we offer our heartfelt apologies for any sadness or inconvenience it may cause.
“Please rest assured that until the closure date, all site features will remain fully available for all members to enjoy as usual.”
The news follows the closure of several high-profile beauty companies this year, including Youthforia, L’Oréal-backed Ami Colé, Kate Moss’ Cosmoss and skin care brand Faace.
All personal information registered on MakeupAlley will be deleted by 7 October and will not be used for any other purposes after the site’s closure, the company added.
MakeupAlley was an early peer-to-peer review site in the digital beauty space, long before the arrival of YouTube and TikTok.
Its closure highlights how evolving consumer behaviour, social media platforms and influencer-driven content are reshaping the beauty landscape.
Social media users have commented on the company’s Instagram post sharing their sadness over the closure.
User Coté Valérie-Anouk (@anouk_vac) said: “Very sad, this is where I got the true reviews, who can rely on paid influencers who get free stuff.
“MUA, you will be missed.”
User Amy Cornett Rosser (@amysepiphany) commented: “I am one of the original subscribers of MakeupAlley in 1999.
“I am so sad to see this news.
“I relied heavily on the reviews and information before purchasing any beauty product and also wrote many reviews as well.
“You will be missed.”
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- L’Oréal-backed inclusive beauty brand Ami Colé announces closure
- Kate Moss’ beauty brand Cosmoss enters liquidation
- Skin care brand Faace to close after acquisition deal collapses
- Analysis: What really went wrong at REN Clean Skincare
- Why Lottie London collapsed into administration and what’s next