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Know How to Hold 'Em

Building an online community can pull customers onto your website--and keep them there.

This story appears in the August 2008 issue of Entrepreneur. Subscribe »

Joey Shamah didn't set out to create a social network for enthusiasts. But after introducing a beauty and other community features on his cosmetics website ( in June 2007, leapt 50 percent, and the length of customer visits tripled.

Shamah, 27, has a vested interest in beauty. His $20 million company, Eyes, Lips, Face Cosmetics (e.l.f. for short), sells oodles of eyeliners, lipsticks, glosses and other makeup under its brand. About half those sales are generated through the website, and many of the items go for about $1 each.

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