1. The business mainly operates in the United States, with online retail of beauty and personal care products, including hair care, skin care, cosmetics, nail care, and more.
2. In the e-commerce beauty and personal care sector, it is a mature retail brand, with competitors including Ulta, Sephora, and Beautylish.
3. The brand terms used on the official website are "Beauty Care Choices" or "美容护理选择".