Beauty site gets makeover

The site now offers advice from expert makeup artists. Eve.com has created a series of streaming video tips, called "The Secret's Out." It will focus on things like skin care, fragrances, and makeup. This is the first time streaming video beauty tips have been offered on the Internet.

"These tips will give a glimpse into the techniques of the glamour gurus," said Mariam Naficy, eve.com's co-founder and co-president. "It will profile secrets of stylists who work with celebrities."

The first streams feature Vincent Longo, who's done makeup for Cindy Crawford and Minnie Driver, as well as for models appearing on the covers of Vogue, Elle and Marie Claire. Among his tips: How to handle eyebrows, eye shadow, base, mascara, concealer, lips, powder, blush, bronzer, eyeliner and day into evening.

Will it work?
"People were worried that makeup couldn't be communicated on the Web because people can't touch and feel it," Naficy said. "But technology provides people with high customer service by giving them 24-hour access to high quality expertise. And you don't have to wait in line at the makeup counter for someone to help you."

Eve.com launched on June 10 and quietly added the streaming video last Wednesday. It hopes the tips will draw professional women with little time to shop and women who live far from urban centers, and get them to buy while on the site. Among the brands available are hip new lines like Urban Decay and Tony & Tina to classic lines like Calvin Klein and Givenchy. Vincent Longo's makeup line will also sell on the site.

Eve.com is a San Francisco company. It was originally funded by Bill Gross, CEO of Idealab!, and is expecting a substantial amount of additional funding in the near future.