Dermstore revealed its new website on Wednesday, one that now looks at providing a plethora of content and beauty options for a selective consumer seeking the best in professional skin care, hair care and makeup.

The site, which was founded by a dermatologist in 1999, became a wholly-owned subsidiary of Target Corp. in 2013. In December, Jani Friedman, formerly of Guthy-Renker, joined the company as Chief Merchandising Officer with the mission of simplifying the shopping experience, streamlining brand partners and providing content on the site’s blog, Glow, that exemplifies it’s professional expertise. Cathy Beaupain, Chief Marketing Officer, Dermstore, joined the firm in November from the gaming industry, including Zynga, who will tackle the social, digital and marketing side of Dermstore.

While at first only offering professional skin care, Dermstore now features 500 brands, receives more than two million unique visitors a month and has accrued more than 100,000 reviews.

The site’s monthly, curated sampling box, BeautyFix, was refreshed in March. Now, boxes follow a certain seasonal theme and are supported by editorial content to acquire new consumers. The subscription price for BeautyFix is $24.95 per box, each of which is filled with anywhere from six to 10 full-sized and sample items valued at more than $100. To purchase a box outside of the subscription commitment, the price is $34.95 per box.

Its fall harvest box, for example, includes products that aim to deliver a glow and reverse sun damage from the previous season, according to Allysa Zych, Senior Merchant, Dermstore. The site now also boasts different shops, ranging from Best Sellers to Holiday to Global Beauty.

Luz Plaza, Director of Content, formerly of Demand Media, said editorial often focuses on “how to use and when to use products but also deeper issues such as how to address certain skin issues based on symptoms.” The site’s Skin Health Center features content that has been vetted by a dermatologist.

The site also operates a stand-alone store in Hermosa Beach, California, not far from its headquarters in El Segundo, California. Key professional skin care brands featured on the site include Neostrata, Skin Medica, Obagi and Glytone. Key pro color brands range from Jane Iredale to Kevyn Aucoin to Glo Minerals.

The top 10 brands in each category are strategic brands that move the needle in sales, said Jani, which would come within the professional and doctor skin brands offered on the site. Professional skin care, she added, is seeing 24% comps, followed by clinical skin care, natural products and hair care, due mainly to the success of the Harry Josh pro line of tools.

The average customer ring is just under $100, a number that increases 10% every month as the site focuses on building womens’ regimens. Also in place is a strategic auto replenishment system and a crack customer service team.