The trusted online review site MakeupAlley announced it would shut down on September 27.WHO: MakeupAlley was launched in 1999 by web developer Elky Mark and beauty editor Hara Glick. The site established a reputation for its unvarnished product reviews and community of users that actively engaged on its message boards. MakeupAlley has amassed an archive of almost 2.8 million reviews of 399,001 products.WHY: MakeupAlley changed hands over the years and felt the pressure of competition from social media and review sites of retailers and e-commerce.IN THEIR OWN WORDS: “From the bottom of our hearts, thank you for your trust, passion, and support over the years,” read the message posted on its social platforms. The site will remain active until its closure date, and all registered personal information will be permanently deleted by October 7, according to a notice on Makeup Alley’s website.“Since our launch in 1999, thousands of you from around the world have turned MakeupAlley into more than just an information platform—you’ve made it a dependable, welcoming community,” MakeupAlley wrote on its website.“Thank you for making MakeupAlley a vibrant, supportive space for beauty enthusiasts worldwide. Your voices, stories, and connections have shaped this community in ways we will always treasure, and we are deeply grateful for your passion and loyalty over the years.”DETAILS:MakeupAlley will cease operations on September 27.E-tailer Beauty.com acquired the business in 2000, divested it a year later, and then the site operated independently until 2017.In 2017, the US subsidiary of Japanese commerce giant Istyle Inc.