This study examines the perception of risk when purchasing beauty products and using online beauty reviews. Because reviews can impact conversion, retailers must develop the most efficient online review platforms in order to provide consumers the ability to easily make decisions to purchase. Surveying UNT students who read beauty product reviews, we found that consumers are highly involved in reading beauty reviews before making a purchase and perceive beauty products as a high-risk purchase. Further study is needed on why consumers are highly involved in reading beauty reviews and why consumers believe beauty products are a high-risk purchase.