clock menu more-arrow no yes mobile

Filed under:

BeautyDNA Delivers Customized Beauty Products to Your Door

Photos: BeautyDNA
Photos: BeautyDNA

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

When you're not sure what you're looking for, stepping into Sephora, Ulta, Nordstrom or any place with a reputable beauty counter can be absolutely traumatizing. Should you opt for the same product you always have? Are you looking to switch it up? Top that stress off with the barrage of opinions from magazines, blogs, comment feeds and more, and it's a near impossible decision. But there is an app that can change all that.

BeautyDNA, otherwise known as "The Pandora of Beauty," is an online beauty recommendation service that sends you full-sized, brand name beauty products based on your personal skin and hair preferences and needs for just $25 a month. No sample sizes, no gimmicks.

"With a decade of beauty industry expertise and relationships we've developed through NewBeauty magazine, coupled with our experience having launched TestTube, the first beauty-sampling program on the market in 2006, we saw a need and desire for true personalized product matching," says Adam Sandow, founder of BeautyDNA. "We wanted to take sampling to the next level and deliver full-size products selected for each individual based on answers to a comprehensive questionnaire about her personal beauty needs and preferences."

The questionnaire is lengthy, but once completed the company's algorithm system sorts through thousands of beauty products and chooses the best one for your needs based on the recommendations of cosmetic chemists, dermatologists, aestheticians, makeup artists, hairstylists and computer scientists. A few weeks after signing up, you can expect a lovely box with your product inside, and a customized pamphlet that explains why this items was selected for you. It's like having a mind-reading dermatologist and beautician at your doorstep, without ever having to take your pajamas off.

The Boca Raton-based company launched its Beta version in March and has grown to include about 2,000 users since. BeautyDNA has plans to further fill up your beauty bag, namely in the form of cosmetics.

"Though color cosmetics are trickier to match, we do plan to expand to include makeup in the future," says Sandow. This month, they plan on launching a new feature that will allow you to choose the top five beauty concerns that you want to focus on first, which adds even more power into your hands. Consider it Christmas on your doorstep every month, only this is one box you won't have to share.

· BeautyDNA [Official Site]
· Launches and Releases [Racked Miami]