Shopping for Beauty is Broken
Do we need glue or a breakthrough?
The Beautiful Things Are Not Okay. And everyone inside the industry knows it.
Beauty shopping today feels more like emotional and financial roulette than self-care.
What’s Broken?
Let’s start here:
Too many products. Not enough guidance. Aisles and apps overflowing with options—and no compass.
Trends over truth. What’s “clean,” “hot,” or viral isn't always what’s best for you.
Trust is fractured. Brands, influencers, and algorithms are all vying for your attention, not necessarily what’s in your best interest.
It’s no one’s fault. Retailers are balancing risk and reward. Influencers work hard and deserve to be paid. Tech giants? Just optimizing for attention. And let’s be honest: juicy lips, bouncy hair, and glowy cheeks do the trick.
But still—if you’re not overwhelmed, you’re the exception.
Most of us are:
Stress buying
Hope buying
Buying just to feel better
You're not indecisive. You're being overmarketed to.
Beauty Aisle at Walmart
I took a trip outside the city.
Walked into the beauty section of a Walmart.
Was I in the frozen food aisle?
Rows and rows of front-facing promises. Everything’s locked.
Press a button for help—wait.
Want to compare two products? Wait again.
Theft is real. And now the whole experience is broken for the rest of us.
It’s not that much better at other retailers:
A sea of options
Limited inventory
Dangling hard-wired-in testers
Rampant out-of-stocks
Some beauty consultants know their stuff—but you’d need to be a data scientist to keep up with every new product launch.
Everyone’s an Expert. But Not Everyone’s Helping.
That’s why I built hi-BB—to stop the guessing.
To start understanding you.
Hyper-personalized. Not overly hyped.
We use AI to recommend what your skin and hair actually need. Not what’s trending. Not what’s “buzz.” What’s right. Take the quiz. Meet your match. Finally—beauty that actually sees you.
Skeptics, I see you.
You might be thinking:
“Bina, why change how we shop?”
“I’m fine buying what my friend swears by, or what TikTok tells me to try.”
Sure. But let’s talk about evolution:
We used to make mixtapes. Now we use Spotify.
We used to hail taxis. Now we tap Uber.
Shopping for beauty should be just as smart.
Just as personal.
Ask yourself:
How many products do you own and don’t use?
And if you're a minimalist, is there a product out there that could have checked multiple things off your list?
Most people leave it to chance.
And they pay for it—literally and emotionally.
Not All Moisturizers Are the Same
You know that.
Deep down, you know that.
If you’re buying because you’ve been made to feel not enough—
That’s not beauty.
That’s manipulation.
It’s time to fix what’s broken. Glue won’t do it. Only a breakthrough will.
