In today’s era of massive overconsumption, the cosmetic market constantly releases new products and collections, and beauty trends cycle through the web at an incredible speed. In such an environment, it is easy to encounter two opposing scenarios:

«I want to try everything» Individuals interested in cosmetics start buying up novelties without a clear idea of what will actually suit them or how to use them.

«There’s too much of it» There is so much information that people prefer not to engage with it or try anything at all.

BEAUTY MATCH brings together several things that you usually have to search for separately:Discovery— where to find interesting, rare, or unusual cosmeticsSelection— how similar products differ and which one suits a specific needUnderstanding— what the ingredients, texture, properties, and brand promises meanComparison— is it worth paying extra for a luxury product, or is there a worthy, more affordable alternativeApplication— how to use the product and incorporate it into your daily routine or makeupInspiration— what you can create with cosmetics if you want to try something new

Helping people navigate cosmetics when the choice becomes more complex than the purchase itself.The project’s goal is to make choosing cosmetics more understandable, personal, and autonomous. It is not about dictating which products the audience should buy, but rather giving them the tools to make the choice themselves. Users gain the ability to:— quickly find cosmetics that match their preferences — understand the differences between similar products — navigate price categories — discover lesser-known brands and unconventional products — better understand cosmetic ingredients and properties — find ideas for skincare and makeup, regardless of skill levelBEAUTY MATCH saves not so much money, but time and attention, and it also helps reduce the number of failed purchases.

Segment Beauty media / media about cosmetics, skincare, and makeup, which unites content on decorative cosmetics, skin care, beauty trends, products, and application techniques.Niche Topic Cosmetic products and skincare treatments: their composition, properties, specific uses, cost, compatibility with various skin needs, as well as methods for selection, comparison, and application.

The project does not aim to cover the beauty industry entirely. Our primary focus is the consumer’s everyday choice of cosmetics—from searching for a suitable product to understanding its characteristics and how to use it after purchase.

Areas within media include, for example: decorative cosmetics skincare products ingredients and formulations cosmetics for different skin needs product comparisons unusual and niche cosmetics practical application

MATCH FOUND Curated cosmetic selections for specific requests: unique products, lesser-known brands, items for a certain budget or look. The main goal is to explain who each product might suit and why.WHAT’S INSIDE? Simple ingredient breakdowns: what the ingredients do, how the formulas differ, and what to look out for when choosing a product.MATCH A comparison of budget, mid-range, and luxury cosmetics based on price, texture, shade, finish, and properties, helping you understand what you are paying for and what alternatives exist.MAKEUP IDEAS Daily and creative makeup looks with step-by-step instructions and product recommendations.BEAUTY TIPS Short, practical tips on skincare and makeup—from skin preparation to layering products and using one product in multiple ways.NEW BUT DO I NEED IT? Analysis of new products: what they are, what they are for, who they might suit, how they differ from similar items, and whether it makes sense to purchase them.

Analysis Goal — to determine where and how the audience currently seeks information about cosmetics, skincare, makeup, and ingredients; what needs existing projects already meet, and which needs remain insufficiently developed.Analysis Criteria:

1. Platforms
2. Content
3. Visuals
4. Tone of voice
5. Tools

Beauty Insider

The Blueprint

FLACON

LETUAL

RVGOSH

Zolotoe Yabloko

MARIE CLAIRE

1. Platforms: The primary platform is the website, which features a dedicated «Beauty» section.
2. Content: Beauty finds, new products, trends, makeup, skincare, and ingredient information.
3. Visuals: Glossy and aesthetic; significant emphasis is placed on beautiful photography of cosmetics and finished beauty looks.
4. Tone of Voice: Journalistic, confident, and expert, yet accessible to a broad audience.
5. Tools: «Beauty find» roundups, trend reports, tutorials, and expert analysis.

RBC Style

1. Platforms: The RBC Style website and Telegram; beauty is one part of a larger lifestyle media platform.
2. Content: Cosmetics, ingredients, technology, new releases, trends, brands, and expert articles.
3. Visuals: Restrained, journalistic, and premium; features a lot of high-quality product photography.
4. Tone of Voice: Expert, informational, and more reserved than specialized beauty media.
5. Tools: Articles featuring experts, interviews, roundups, industry news, research, and rankings.

BeautyHack

1. Platforms: The main channel is the website; short videos and other media formats are also utilized.
2. Content: Skincare, makeup, new arrivals, reviews, roundups, and articles featuring experts. It also includes in-depth materials on cosmetic composition.
3. Visuals: Bright beauty visuals, photographs of products, makeup, and experts; the presentation is oriented toward quick viewing and practical application.
4. Tone of Voice: Approachable, friendly, and practical; complex topics are explained through questions that a typical user might ask.
5. Tools: Quizzes, expert breakdowns, roundups, masterclasses, short videos, and product reviews.

During the competitor analysis, we identified features that could distinguish BEAUTY MATCH from other similar media:The content is created for individuals who want to understand cosmetics and make independent purchasing decisions. The focus is not on the brand or the sale of a product, but on the user’s genuine need.BEAUTY MATCH doesn’t just recommend cosmetics—it teaches people how to understand them: how to analyze ingredients, compare products, evaluate their properties, and find the right match.The media should be valuable not just before a purchase. Users want to read it, save it, and return to it to learn new things, discover ideas, and gradually become more informed consumers of cosmetics.

Analysis showed that existing beauty media already cover new products, trends, makeup, and skincare well, and certain projects delve deeply into ingredients and formulas. However, this information often remains fragmented, and commercial platforms ultimately drive toward a specific purchase.BEAUTY MATCH takes a different stance: it is an independent media outlet that does not aim to sell a product but rather helps people learn how to analyze cosmetics independently. Here, ingredients, properties, product comparisons, and application methods are unified into a single system that allows you not just to choose a product, but to understand why it is right for you.

Primary Channel — TelegramTelegram will serve as the primary platform for BEAUTY MATCH because the media format revolves around regular selections, comparisons, and useful resources that the audience can reference before making a purchase. Telegram is convenient for combining short recommendations with visual materials: showcasing shades and textures, comparing products, analyzing ingredients, and immediately including information on where the item can be purchased.The content core will consist of cosmetic selections tailored to specific requests, ingredient breakdowns, comparisons of budget versus luxury products, everyday and creative makeup ideas, beauty tips, and new product reviews. Interactive posts will also be featured—polls and reactions will help gauge audience interests and understand which products and topics are genuinely engaging for them.Thus, Telegram is suitable for BEAUTY MATCH as the main media space where a user can discover a product, understand it, compare options, and save the material for future consideration.Secondary Channel — VKVK can be used for visual and short-form content: — short videos — step-by-step makeup tutorials — cards — selections — quizzes — mini ingredient analysesUnlike Telegram, the content here can be more heavily oriented toward attracting a new audience.