Total Beauty Media Group Launches Total Beauty Shops

Share Article

Leading beauty, health and wellness digital publisher introduces e-commerce channel.

Total Beauty Media Group, a leading online beauty and wellness publisher, today announced the launch of Total Beauty Shops, an e-commerce venture. With consumers spending more than 20 minutes on average researching product information on the publisher’s sites, the introduction of allows consumers to transact while discovering the best in beauty content and reviews.

The new Total Beauty Shops channel is housed within Total Beauty Media Group’s flagship property,, which is one of the largest online destinations for peer-to-peer beauty product reviews, spanning more than 55,000 products.

The launch of Total Beauty Shops assembles several e-commerce initiatives the publisher has been prototyping over the past year. Through the Total Beauty Shops discovery experience, consumers have the opportunity to shop three core categories identified as important to the consumer’s purchase lifecycle.

  •     Total Beauty Buying Guides are digital products presenting some of the most premium content available for consumers to download and access while on the go to aid in their category research.
  •     Total Beauty Collection is a deluxe sampling program, allowing consumers to try brands before they commit to full-size products. Introduced a year ago, Total Beauty Collection is now presented as several brand assortments for consumers to browse and purchase.
  •     Total Beauty Deals is a partner program allowing consumers to score exclusive offers from leading brands.

“Total Beauty Shops is our aggressive content marketing play that leverages award-winning editorial, engages our insatiable beauty consumer, and delivers on her desire to discover the best products,” said Ethelbert Williams, Head of Marketing, Total Beauty Media Group. “We are bringing her new ways to unlock what works for her and have a slate of fantastic partnerships aligned as we scale an immersive e-commerce experience.”

At launch, Total Beauty Shops offers consumers the opportunity to discover beauty and wellness products from more than 18 brand partners, several of which are Beauty Award Winners. Participating beauty brands represented in the Total Beauty Shops launch assortment include Neutrogena, NYX Cosmetics, and The Honest Company, along with many health and wellness offerings from Nature Made and EBOOST.

Founded in 2007, Total Beauty Media Group operates, home of the largest database of independent, unbiased beauty product reviews for women. features hundreds of thousands of user-generated reviews, spanning more than 55,000 products, including most known prestige, mass-market, salon and spa products. In addition, the site publishes daily editorial coverage of beauty news and trends, including TV – its immense library of beauty how-to videos. Total Beauty Media Group’s beauty-centric digital properties register more than 160 million annual visits.

Total Beauty Media Group’s portfolio of digital beauty, health and lifestyle media properties includes:,,, and Total Beauty Media Group is backed by USVP and Wallington Investments and based in Santa Monica, Calif. For more information about Total Beauty Media Group, visit

Mary Dolan
310.399.7400 x126

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Mary Dolan
Visit website