Total Beauty Media

The company was founded in 2007 by Emrah Kovacoglu, a former Procter & Gamble digital media executive. Kovacoglu’s vision was to create an online destination where women could learn about and review cosmetic products, thereby attracting advertisers from the beauty industry. By February 2008, the company raised $10 million from Wallington Investments and U.S. Venture Partners.^[2]

The business operates several key online platforms, including BeautyRiot and ModernMan. As part of its growth strategy, Total Beauty Media acquired LimeLife, a women's lifestyle portal in August 2010. It launched a web show in 2012.^[3]

In March 2015, the company was acquired by Evolve Media.^[4]