Photo: Ali Fedotowsky
When former ABC Bachelorette Ali Fedotowsky featured her favourite sunless tanner on expert-curated shopping site OpenSky, it sold out within days.
On the heels of successful product promotions like Ali’s, OpenSky is launching a beauty vertical today led by a former Sephora executive.OpenSky relaunched last year as a personalised shopping site that operates like Twitter. It works with 100 industry influencers and celebrities, like Martha Stewart, Bobby Flay and Alicia Silverstone, to create lists of their favourite items. Users can follow the influencers and buy the endorsed products.
While OpenSky has had experts promoting products across almost every category, from food to fashion, it’s officially launching a beauty vertical today. Allison Slater Ray, who was Sephora’s VP of Marketing, joined the startup as its General Manager of Beauty and Healthy Living.
The beauty category has 11 new curators, including celebrity make-up artist Pati Dubroff, renowned hairstylist Orlando Pita, former New York Times perfume critic Chandler Burr, award-winning dermatologist Neal B. Schultz, M.D and cosmetic pioneer Sue Devitt.
OpenSky has grown from 1 million users in January to 1.5 million today. The company says 40% of its buyers visit the site every week, and expert curators have grown from 80 to 100.