eCosmetics is rewriting the rules of beauty shopping

There’s a shift happening in how Americans shop for beauty, and eCosmetics, the Pompano Beach-based online retailer founded in 2019, is positioning itself right at the center of it.

The company has launched live shopping events streaming exclusively on its own dedicated live shopping app, available on both iOS and Android. The move signals something bigger than a new sales channel — it represents a reimagining of what online beauty retail can feel like.

Shopping, but make it social

The experience you’ve been missing

For years, online beauty shopping has followed the same formula: search, scroll, read reviews, add to cart, repeat. It’s efficient, but it’s solitary. eCosmetics is betting that shoppers want something more — an experience that’s engaging, communal, and yes, actually fun.

The company’s live shows are hosted by energetic, relatable personalities who demo products in real time, share honest tips, and engage directly with viewers through live chat. Shoppers can ask questions mid-broadcast, get immediate answers, and purchase products instantly without ever leaving the stream.

“It’s not just shopping — it’s a place to hang out. There’s a real sense of community that builds every time we go live.”

— Molly Hoban, Live Ecommerce Manager, eCosmetics

Hosts remember returning customers by name, keep the atmosphere conversational and warm, and build genuine relationships over time. It transforms a transactional experience into something closer to visiting your favorite beauty counter — except the counter is open 24/7 and ships to your door.

The app

Built around live, from the ground up

Unlike traditional e-commerce apps that bolt on a live component as an afterthought, eCosmetics built its new app around the live experience from the start. The result is a streamlined, entertainment-first interface with everything you need:

The bigger picture

Catching a global wave

Live commerce isn’t a new concept — in China and Southeast Asia, it has grown into a multi-hundred-billion-dollar industry, reshaping how consumers discover and buy products across every imaginable category. The U.S. market is earlier in that journey, but the trajectory is unmistakable.

Beauty has consistently ranked as one of the fastest-growing categories in live commerce globally, and it’s easy to see why. Products benefit enormously from being shown in real time — how a foundation blends, how a fragrance is described by someone who genuinely loves it, how a skincare routine comes together step by step.

“We’ve seen how big live shopping has become internationally, especially in Asia, and there’s a huge opportunity for beauty here in the U.S.”

— Alex Irvin, Chief Marketing Officer, eCosmetics

Discovery

5,000+ brands, one live show at a time

Beyond entertainment, live shopping solves a genuine problem for beauty consumers: discovery. With over 5,000 brands in its catalog, eCosmetics offers a range that can feel overwhelming when navigated through traditional search and filter tools. Live shows transform that depth into an advantage — every broadcast is a chance to stumble onto a brand you’ve never heard of and walk away genuinely excited.

Looking ahead, eCosmetics plans to expand its live programming with more curated, brand-focused shows — positioning itself as a media company as much as a marketplace.

“The sheer potential of live shopping is what excites me most. We could build something really big and really impactful.”

— Molly Hoban, Live Ecommerce Manager, eCosmetics