[3][4][5] However, luxury brands that Bluemercury courted were unsure whether they wanted to sell their goods on the internet, while consumers were not accustomed to buying cosmetics without trying them first.

[6] The couple found two struggling independent beauty boutiques in Georgetown and Dupont Circle called EFX, which they used to help fill their online orders.

[8] In June 2006, the Becks sold a stake in the company to the private-equity firm Invus Group.

[10] The Becks sold the company to Macy's, Inc. for $210 million in 2015, while retaining their positions as CEO and COO.

[6] The stores' collection of brands includes SkinCeuticals, Nars, Bobbi Brown, and Laura Mercier, among others.