A new website called www.latestinbeauty.com has been launched in the UK that has the unique approach of registering the preferences of beauty consumers and then matching free product samples to their profile.

The website encourages women to subscribe to the service, asking them a list of questions pertaining to their appearance as well as their consumer needs and preferences in order to determine their individual beauty profile.

Once subscribed, the site allows women to browse products and read new product reviews that are written by an independent panel, the creators claim.

The site also gives subscribers access to several free samples every month, which can be mailed out to them at their home address as testers.

The creators are working with some of the world's leading cosmetic players and already has both L'Oreal and Procter & Gamble on board. Currently the sampling is only being provided for UK residents, but there is expected to be a worldwide roll out in the near future.