BeachMint's BeautyMint Gets 500,000 Visitors In First 24 Hours

10/11/2011 09:11


In October 2010, a Los Angeles-based startup called BeachMint launched JewelMint — a service that sends you a new piece of jewelry every month, at a price that's much less than you'd typically pay for a similar item in a department store. They followed the celebrity-endorsement model popularized by ShoeDazzle, teaming with Kate Bosworth and her stylist Cher Coulter to choose the jewelry — and they soon found they had a hit on their hands. Things went so well, in fact, that the company raised $23.5 million at a rumored $150 million valuation this past June.
They followed that up by launching with their second vertical, StyleMint, in July — this time backed by the Olsen Twins. And now they're ready for round three. Their latest vertical: Skincare. On Monday the company launched BeautyMint, a service that'll ship you a fresh supply of cleansers, toners, moisturizer, and creams every month. Rather than sending a random smattering, though, each user receives a personalized kit, depending on factors including their skin type, where they live, and the time of year. So far, the site is off to a very good start, with over 500,000 visitors in its first 24 hours. And that huge first day traffic was no doubt spurred by the fact that Jessica Simpson is onboard as the face of BeautyMint.