Cutting through the noise of today’s saturated beauty industry is one of its toughest challenges, making the value of a good product recommendation more important than ever.
But whether these come from magazines, TikTok or through podcasts, the most impactful recommendations are actually found closer to home – through shared experiences and conversations with friends and family.
For co-founder Jessica Fox, those conversations became the spark of inspiration for her business, as she recognised years of information exchanges with mothers, daughters, aunts, cousins, friends, colleagues and countless other female figures.
These individuals were responsible for numerous items in Fox’s beauty arsenal, she claims, and this experience ultimately prompted the launch of a consumer-first shopping experience centred on routine building in June 2025.
Enter BeautyShelf, an app described as a safe space for beauty shoppers and lovers to give away the secrets of their routines, share honest ratings, thoughts and feelings, and, of course, shop based on others’ recommendations.
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