Makeup Alley to Close After 26 Years, Signaling Shift in Beauty Communities

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.

Key Quotes and Farewell In its public statement, Makeup Alley shared: “From the bottom of our hearts, thank you for being part of this journey with us.” The team also confirmed that “all personal information registered on MakeupAlley will be permanently deleted by October 7, 2025.” Reflecting on nearly three decades of impact, original co-founder Hara Glick stated: “It owes its success to its dedicated community members.

Their engagement, contributions and shared stories created a thriving place for learning and connecting…I am grateful to have been a part of the MakeupAlley journey.” Industry experts praised its legacy…

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Makeup Alley to Close After 26 Years, Signaling Shift in Beauty Communities

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,

Built by Beauty Lovers, for Beauty Lovers

Evolution, Ownership and Endings

Unlock the rest of this story

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