Coterie, a new members-only shopping site for prestige beauty products, made its debut yesterday. The San Francisco-based company was founded by a team that has extensive beauty industry experience, at companies that include Bare Escentuals, Sephora, Amazon, YSL and L’Oreal. Due to these relationships, the site has already partnered with 95 major brands, including Kevyn Aucoin, butter LONDON, Dr. Brandt, Perricone MD, Stila and Ellis Faas.

“Women need more help when making beauty buying decisions online [compared to goods like fashion] and thus far, traditional beauty ecommerce sites have not provided this level of support,” states Muna Farhat, co-founder and CEO.

Coterie plans to utilize “next generation ecommerce trends” to design a shopping experience that will appeal to busy women. It plans to use social tactics to spread news about specific products, through word-of-mouth. Shoppers get a “virtual vanity,” and can shop the vanities of “beauty influencers.”

“Word of mouth is the top driver of beauty purchases and influences over 80% of beauty products purchased today. We connect today’s beauty conversations with commerce in a way that’s never been done before,” states Catherine Magee, Co-Founder and Senior Vice President of Marketing.