Beauty decisions are no longer being made at a make-up counter in your favorite department store…it was only a matter of time for the beauty and technology worlds to collide…and they have.

Beauty consumers rely on technology for information and guidance, and Yahoo! is hoping to capture the attention of this lucrative beauty shopper with the introduction of its Yahoo! Beauty platform. The platform aims to differentiate itself in the highly competitive beauty space by offering a more holistic beauty destination which features everything from makeup application tutorials to fitness tips.

According to Mintel’s Shopping for Beauty Products—US, 2013 report, total US retail sales of beauty products were estimated to reach $37 billion in 2013, up nearly 3% from 2012. While the beauty category is highly competitive and saturated, retailers and brands continue to try and capture the attention of beauty consumers. As further detailed in this report, 11% of beauty product purchasers cite reading an online product review as a reason for purchasing.

Need more proof? Look no further than Mintel’s The Personal Care Consumer—US, 2012 report, which says 38% of adults claim recommendations from professionals influence their beauty and personal care product choices, and nearly a quarter (24%) claim they are influenced by websites/blogs.

Technology continues to play a bigger role in how consumers interact with the beauty category. The proliferation of products and claims, combined with the high price tags associated with many products, is leading shoppers to turn to tools such as beauty blogs, apps, tutorials, and review sites to help guide their purchase decisions.

While the digital beauty space is already crowded, Yahoo! is hoping to bring consumers a more holistic approach to beauty with its new platform, which launched in June 2014. Yahoo! Beauty will be curated by make-up artist, Bobbi Brown, and while Brown will certainly offer plenty of make-up tips and tutorials, the site will also have a strong focus on general health and wellness.

In addition to content generated by Brown, the site will also feature sponsored content from beauty partners including and, as well as content from freelancers, reporters, and influential women in the beauty space.

“I believe the better you eat, the better you look. The better you feel, the better you look. The goal is to be your best self.” – Bobbi Brown, make-up artist and editor in chief of Yahoo! Beauty.

Sounds like good advice to me.

Shannon Romanowski is a senior beauty and personal care analyst at Mintel. She leverages her knowledge across the beauty series of reports, as well as related health and wellness, household and consumer packaged goods reports.