Sausalito startup connects cosmetics, social media

SAUSALITO -- Beauty Noted, Inc., two years ago a college student's idea to harness social media to offer women personalized recommendations for cosmetics, has launched with a veteran executive and women's online media entrepreneur at the helm as well as $2.2 million in initial funding.

[caption id="attachment_92046" align="alignleft" width="320"] Kate Thorp[/caption]

After working with founder University of Southern California visual arts major Sarah Kortschak last year to refine the concept, Kate Thorp joined as president, CEO and board member earlier this year, the crowd-sourced beauty venture announced Tuesday.

Leading the seed-funding round was Kortschak Investments, managed by Ms. Kortschak's father and longtime high-tech venture backer Walter Kortschak. Also participating were IDG Ventures and Crosslink Capital. The money is said to be going toward launching the full version of the website and growing its membership.

Ms. Thorp's executive experience in consumer digital services and marketing will be instrumental, said David Silverman of Crosslink Capital in a statement.

[caption id="attachment_92064" align="alignright" width="300"] Sarah Kortschak (source: University of Southern California via YouTube)[/caption]

"The company's approach to social sharing, consumer reviews and commerce, along with its talented management team, will combine to capture a leadership position in the lucrative Beauty market," he said.

Ms. Thorp sat on a number of company boards, including those for LBi and Mobiles Republic, and sold her most recent company, San Francisco-based Real Girls Media Network, to Meredith Corp. in 2010. She started that hub for women-oriented blogs in 2006.

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