woman doesnít want a quick beauty fix? Especially one that helps her
figure out the best colors to match her complexion, features and
personality in an instant. It almost sounds too good to be true, but
local entrepreneur Jalem M. Getz may have the answer.
This fall, Getz
launched Wantable.co, a website that urges the beauty conscious to
stroll through a fun, photo-filled survey that helps determine their
cosmetics needs. Within five minutes of potential customers making
selections for eye color, hair color, clothing preferences and more,
the survey reveals the style category that suits the inquirer, whether
it be "Classic Chic," "Boho Beauty," "Rock
Rebel" or "Glamour Girl." In each case, the category is
defined horoscope style and represents a boxfull of products that are
likely to match their makeup M.O. The best part is that each box
(which can be purchased for $40) comes stocked with five to seven
full-sized products from brands ranging from the well-known (Urban
Decay, Bobbi Brown and Tarte) to the up-and-coming (Beauty for Real,
MyFace Cosmetics and Color Club, among others depending on the
selected the name Wantable for its urban definition of a desirable
person or thing, says the site wonít be for every woman. But for
those fashionistas who enjoy the discovery of new products and prefer
to avoid the pressure pitches at the cosmetics counters, it may be a
"We want to
offer women the power of big store, but for each individual customer.
Itís for the woman who wants to go beyond whatís on her list. Itís
a whole other side of the shopping experience," says Getz, who
works with a team of eight to customize boxes for customers and ship
merchandise from a Third Ward office perch. "At Wantable, you can
browse. Itís the experience of window shopping. We just try to
eliminate those things that are not gems for you."
e-business currently specializes in matching women with cosmetics,
Getz says the categories will continue to expand and, in future
months, may include fashion accessories and possibly intimate apparel.
Wantable aims to give women the choices of a mall without the legwork.
"Itís about de-cluttering the shopping experience to only those
things based on their personal profile," Getz explains, who
started and later sold the successful costume and party supply site
BuySeason.com, "At cosmetics counters, theyíre not going to
match you with the competitorsí products across the hall, but we
stand in the middle and match you with products that are most suited
for you regardless of brand."