An official Instagram post broke the news that Makeup Alley , one of the internet’s most influential beauty review forums, will permanently close on September 27, 2025 , ending a chapter that has shaped beauty advice and online communities for more than two decades.
Built by Beauty Lovers, for Beauty Lovers Founded in New York in 1999 by Elky Mart and beauty editor Hara Glick, Makeup Alley quickly became the go-to online destination for candid product reviews and vibrant community discussions. At its zenith,
Makeup Alley saw approximately a million members contribute nearly 3 million product reviews, with active boards like “Face of the Day” and “Café” fostering lasting friendships and daily advice-sharing.
Evolution, Ownership and Endings Makeup Alley’s journey included several ownership transitions: briefly acquired by Beauty.com in 2000, the platform soon struck out independently. In 2017 , it was acquired by the US arm of Japan-based Istyle Inc .
The site’s closure arrives as the latest inflection point for the digital beauty landscape. For over 26 years , Makeup Alley helped democratize product reviews, allowing everyday users, not magazine editors or beauty-counter reps, to steer ‘what works’ in beauty.
Its pioneering “swaps” program let users exchange unwanted products, and its message boards were regularly cited as industry bellwethers for trends and consumer sentiment…
