New Startup Choix Intends to Transform and Re-invent How Beauty Shoppers Choose and Purchase Makeup

Share Article

High-Heel-Strapping: The Glamorous but mainly not-so-glamorous side of bootstrapping a female-led beauty startup in San Francisco. Source: Choix at

A makeup and beauty startup documents its journey of bootstrapping the business without outside funding. The company is called Choix (pronounced shwaaa) and means 'Choice' in French. Choix intends to transform and re-invent how beauty shoppers choose and purchase makeup as well as provide a new channel for customer acquisition and retention for makeup and beauty brands.

The blog is called, High-Heel-Strapping: The Glam, but mostly not-so-glam side of bootstrapping Choix. The blog can be found here:

It documents the ups and downs of its founder, Ellie, as she tries to achieve the audacious goal of transforming the beauty industry, as she builds a business with limited resources, as a woman in San Francisco (in a very male-dominated startup culture), and as she applies theories from startup books such as the Lean Startup, Zero-to-One, and The 4-hour workweek.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Ellie Bolus
since: 05/2014
Follow >
Visit website