DailyLook

About DailyLook

DailyLook operates as a personal styling service that leverages a combination of professional stylists and a proprietary technology platform to deliver a curated fashion experience. Founded in 2011 by Brian Ree, Eric Marston, and Shefali Khanna, the company initially launched with a simple e-commerce model, offering one new, complete head-to-toe look for purchase each day. This concept was born from CEO Brian Ree's own frustration with the difficulty of coordinating outfits, a sentiment he believed many consumers shared. Ree, a serial entrepreneur with a background in e-commerce, including a fine jewelry website and a successful online poker newsletter, guided the company through its early stages.

The company's trajectory shifted significantly as it evolved from its initial daily-deal format to a more robust, personalized subscription service. This pivot led to the creation of its core offering, DAILYLOOK ELITE, a curated box of fashion items sent directly to clients. The business model centers on a recurring styling fee, which is credited toward any items the customer chooses to keep. Clients fill out a detailed style profile, and a personal stylist hand-selects seven to twelve items, including clothing from established brands like Kate Spade and Good American, as well as emerging designers. Customers have five days to try the items at home, purchase what they love, and return the rest with free shipping both ways. To enhance retention and order value, the company offers discounts for keeping multiple items.

DailyLook targets metropolitan professional women, typically aged 25 to 40, who value convenience and time savings. The service aims to solve the problem of overwhelming choice in fashion retail by providing a convenient, try-before-you-buy experience. The company has secured $10.5 million in total funding over two rounds, including a significant Series A investment co-led by Forever 21 and Upfront Ventures. In 2022, DailyLook merged with AdoreMe, and shortly after, the joint entity was acquired by Victoria's Secret, validating its technology-enabled platform strategy.