What's In My Handbag

What's In My Handbag (WIMH), operating under its parent company Happyinc Ltd., established itself as an online platform focused on the beauty market. The company was founded by Andy Chung and launched in 2011. Based in London, the business aimed to create an integrated e-commerce and community experience for beauty enthusiasts.

The core of WIMH's business was a platform that combined content, community, and commerce. It functioned as an online network where users could discover and sample luxury beauty products. The e-commerce store featured product bundles, promotional codes, and free samples, which were connected to a digital magazine and community reviews. This structure allowed members to discover trends, share opinions on products, and see what was popular within the community. A key feature was the 'Beauty Cabinet,' a virtual space integrated with Facebook's Open Graph for social discovery, enabling users to collect and share products they desired.

The business model targeted the large and growing online beauty sector by providing a multi-faceted digital solution. Revenue was generated through its e-commerce operations. The platform secured approximately €1.5 million in total funding across two seed rounds. In April 2012, it raised $800k from investor Andrew Bredon. This was followed by another $800k in December 2013 from a group of investors including Eden Ventures, Andrew Bredon, and William Reeve. According to public records, the domain whatsinmyhandbag.com has expired and is available for public registration.

Keywords: What's In My Handbag, Happyinc Ltd., Andy Chung, online beauty community, beauty product discovery, e-commerce, luxury beauty samples, digital beauty magazine, social commerce, Beauty Cabinet, Andrew Bredon, Eden Ventures, William Reeve, beauty tech, online retail, consumer tech, product sampling, community platform