Getz on Sunday is launching wantable.co, an e-commerce company that will develop style profiles for women, and then present them with cosmetic packages tailored to their look.
Here's how it works: A woman fills out a survey about her preferences and, based on the responses, is put into a style category such as "Rock Rebel" or "Top Trend Setter." She is then offered a customized box containing seven full-size cosmetic products for $40.
The boxes will be offered four times a year and have a retail value of up to $130.
"We are the Match.com for beauty products. Our job is to introduce people to brands that we know they will love so they can become advocates. And our responsibility to customers is to show them only the things we believe they will like," Getz said.