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. Allison Slater Ray, founder of Breakthru Beauty and former SVP of marketing at IT Cosmetics, said, “MakeupAlley was the OG social media platform. It was the place for beauty conversations and where you could learn about the latest news or launch. It was so helpful for brands to understand what people really thought about their products and brands. Hara was ahead of her time and brilliant.”
Pioneering Internet Review Culture
By enabling peer-to-peer communication and transparent “swaps,” Makeup Alley set the foundation for a review-driven beauty culture. The platform’s reviews have been cited in countless publications and retail sites, and its message boards, sometimes chaotic but always insightful, pushed the industry toward greater transparency.
As noted by longtime fans, Makeup Alley’s legacy extends far beyond its forums. According to them the café was both amazing and chaotic, and the reviews were unparalleled online. It stood out as one of the finest representations of what the internet used to be and what it had the potential to become.
Industry Shift and Community Farewell
Today, retailer sites like Sephora and Ulta host millions of consumer reviews, while TikTok and Instagram drive viral trends and video-driven advice. The closure of Makeup Alley marks the end of an era; for many, it’s the last major independent beauty community of its kind, a space where products were praised or skewered for quality alone.
For users and brands alike, September 27 represents the conclusion to an innovative experiment in digital beauty culture.
