PRIMP’s Mission: to help women own their own pretty.

 “... Beauty is far too important to leave to the image-makers in advertising, fashion, cosmetics, magazines, movies.”  - J. Ruth Gendler

PRIMP is committed to creating a community and marketplace that helps women dance to the beat of their own beauty drummer, not someone else’s.

“To primp” means “to adorn with care.” To care is to love. We want women to love themselves-- to take joy in showing their own pretty selves to the world. By encouraging real women to share real-life opinions, advice, and examples, PRIMP inspires a radical shift in how women discover beauty and fashion trends. We’re creating a beautocracy – beauty by and for the people. 


Because you’re a woman and not an airbrushed photo, PRIMP empowers you to define your own “pretty.”

Lip color that pops, shoes that spark joy, a new look from head to toe… get inspired to reveal your inner beauty. For example, you’ll see make-up on real women who’ve uploaded their looks and tagged the products they’ve used. No models, no Photoshopped perfection, no wasting money on empty promises. PRIMP wants you to put your best self forward, without the burden of trying to achieve the media’s idea of perfection. 

We want you to look in the mirror and say yes to yourself.

A Community of Sharing

You can share how you primp too. By sharing, women help each other discover what they love. Instead of being told what’s beautiful -- you decide. You’re the model. You’re the trend-setter. You’re your own or someone else’s inspiration. Because real women are real pretty.

 Learn & Shop in One Place

Honest product reviews and “how to” videos also help you primp your way. You’ll save $$$ and #&%X#! by purchasing only what you feel confident will work for you. And PRIMP is more than pretty convenient: you can shop at a variety of retailers in one place with one shopping cart - list here.



Power Primpers Blaze the Trail for Truth in Beauty

PRIMP partners with the most authentic fashion and beauty bloggers and vloggers -- the Power Primpers. They’re a trusted team of real women who show you how to primp-ify your life through their own experiences with makeup, fashion, and life-styling. These women are brave. They have made mistakes and learned from them. They let you into their worlds and show you what they find beautiful, helpful, curious, and worthy of your attention. They expand the scope of beauty with different body types, skin tones, styles, and preferences.

Our Power Primpers are revolutionizing the way women shop, discover, and share all things pretty. As a community, Power Primpers and PRIMP users inspire each other to live in beauty and to be bold about it.



 For Brands: Reach women who are redefining pretty

PRIMP has created a new and more authentic way to shop: woman to woman. Our community of 350+ beauty and fashion bloggers/vloggers are proven and reliable influencers. The network has been built on referrals, and therefore offers brands the synergy of an expert team whose members know and trust each other. Each Power Primper has at least two years’ experience and a minimum audience of 35,000.

The Power Primpers’ display of radical self-acceptance motivates other women to radically accept themselves instead of comparing, hiding or doubting their personal beauty. Power Primpers make it okay for women to accept beauty as “essential” and not frivolous.

Rather than having to search for and follow individual bloggers, women can find all these Power Primpers in once place while shopping for beauty products, clothes and accessories. Primp users see real women as models and inspiration, rather than images served to them by the media. Truth and beauty as seen on a real woman is powerful. Women gain the confidence to shop and share their own beauty finds on PRIMP to inspire other women. The circle is endless: artisan, admirer, consumer, creator.