Yesterday, according to report, after more than two decades as a go-to destination for beauty lovers, Makeup Alley is shutting down on September 27, 2025, marking the end of an era for one of the internet’s earliest beauty forums.
Launched in New York in 1999 by Elky Mart, who coded the original site, and beauty editor Hara Glick, Makeup Alley quickly built a reputation for its candid product reviews and thriving community message boards. At its peak, the platform hosted over 1 million members and 3 million reviews, covering everything from high-end serums to drugstore lipsticks. Popular boards like “Face of the Day” and “Café” drew a loyal following, turning the site into a hub for both beauty advice and community connection.
Over the years, Makeup Alley changed hands several times—briefly owned by Beauty.com in 2000 before operating independently, then acquired in 2017 by the U.S. arm of Japanese beauty commerce giant Istyle Inc., owner of @Cosme. While Istyle shut down its U.S. operations in 2021, Makeup Alley remained online until now.
In a farewell posted to its social media channels, the team thanked users: “From the bottom of our hearts, thank you for your trust, passion, and support over the years.” The platform confirmed that it will delete all registered personal information by October 7.
Makeup Alley’s legacy includes pioneering peer-to-peer beauty product “swaps,” which allowed members to exchange unwanted products until the feature was discontinued in 2015. More than anything, it set the stage for the democratized review culture that dominates today’s beauty landscape.
