It all started with a couple beauty lovers looking at our bathroom drawers and shelves realizing how many products we tried based on reviews that we didn’t end up liking and noticing how different some of our favorites were from one another. Being analytical we dove into the why and realized how many reviews are actually incentivized from free products, discounts in loyalty programs for giving a review and with limited context on what else the reviewer uses, loves and why. 

We found ourselves turning to our friends more and more to get REAL recommendations and information. Then we wondered to ourselves could we create a space for these types of conversations that was as pure as our friend chats. A place free from the incentivized reviews and paid messages.  A place of authentic opinions, genuine conversations and honest insights.  

We knew that there had to be some clear rules to create the vibe we were aiming for:

No incentivizing reviews.  

No paying people to write them.  

No brands sending you products in exchange for reviews.

No cherry picking reviews or silencing those who wrote negative reviews. 

No bullying or brand canceling.  

We built Iris to help others find what they love, avoid what they won’t, and learn from each other’s beauty shelfies. And we absolutely love how refreshing the community is–real and unfiltered, like a trusted confidant.