What’s He Like? Check the Lulu App

What’s He Like? Check the Lulu App

By Deborah Schoeneman

    Nov. 20, 2013

A few weeks ago, after Alexandra Amin, an associate at Warner Brothers, split up with a realtor she have been dating for per year, her friend shared with her about a brand new, free, female-friendly social network software that allows females anonymously review men who will be their Facebook buddies.

“She ended up being like, ‘He’s so crazy, you should speed him on Lulu, ’ ” said Ms. Amin, 29, whom lives in Los Angeles. Ms. Amin provided the ex hashtags including #NeverSleepsOver and #FriendZone. He scored a 6.9 away from 10, which, she admitted, ended up being “lower than he really deserves. ”

On Lulu, ladies can speed guys in groups — ex-boyfriend, crush, together, hooked-up, buddy or general — by having a multiple-choice test. Women, their sex verified by their Facebook logins, include red hashtags to a man’s profile which range from the great (#KinkyInTheRightWays) into the bad (#NeverSleepsOver) towards the unsightly (#PornEducated). The hashtags are widely used to determine a rating created by Lulu, which range from 1 to 10, that appears under the man’s profile image. (The company’s spokeswoman declined to describe the reviews algorithm. ) Guys can truly add hashtags, which can be found in blue, but these aren’t factored to their general rating.

As it had been started a year ago by Alexandra Chong, who’s got a legislation level from the London class of Economics, the solution has furnished a kind of “Take Back the world-wide-web” moment for young ladies who came of age in a period of revenge porn and anonymous, perhaps ominous suitors. “The thing that received me personally to Lulu had been that dating with no guide may be the scariest thing you are able to do, ” said Erin Foster, 31, an actress and journalist.

“Meeting some body out in the planet when you’re perhaps not at school or don’t work with one another or have actually shared buddies — you’ve got no clue exactly exactly what you’re getting into. ”

Ms. Chong, 32, a member that is former of Jamaica Fed Cup tennis group, has become relocating Lulu from London to ny, where she said the viewers on her software had grown 600 % within the last few 6 months, based on the analytics provider Mixpanel. “The trendsetting capital for ladies is ny and that’s where we have to be, ” she stated recently.

Sewell Robinson, 24, whom lives into the East Village and works for a marketing agency, estimated that 70 per cent of her friends that are female Lulu; she’s got evaluated 10 males regarding the software, some generously. “I have actually written a couple of reviews to market man friends, ” Ms. Robinson stated. “If a girl that is random them in a club and is notably interested, i’d like them to russin brides possess an excellent rep on Lulu. ”

But she’s got additionally panned men, in a spirit that is sisterly. “I think often girls feel them something to bond over, and you will offer advice to a girl you’ve never ever met before. Like they don’t have that much power into the hookup world, ” Ms. Robinson stated, “but this gives” accordingly enough, the software had been introduced in sororities, which representatives associated with company continue steadily to go to. “Sororities are a recognised community of girls that are dealing with relationships, and term spreads quickly, ” Ms. Chong said. “We changed the merchandise a great deal using their assistance. ” (She stated that 25 % of most college females now utilize Lulu, based on Mixpanel. )

Ms. Chong by by herself never belonged to a sorority; she attended Florida Global University on a tennis scholarship and after law school struggled to obtain Upstream, a big marketing firm that is mobile. She credited her entrepreneurialism in component to her Canadian mom, whoever family members helped begin the Calgary Stampede, summer time rodeo, along with her Chinese-Jamaican dad, who she said was created bad but won a lottery and utilized the windfall to start out a tourism business.

She got the theory for Lulu during a boozy brunch with feminine buddies a single day after a embarrassing valentine’s day setup. “We were all sharing tales about dudes, relationships and sex, ” Ms. Chong stated. “There were tears and laughter. ” She determined that ladies needed a focused internet search engine for dating — a “Guygle. ”

“once you Google some guy, you don’t need to know if he voted Republican or exactly what he composed a paper about in college, ” Ms. Chong said. “You wish to know if moms like him. Does he have manners that are good? Is he sweet? ”

Ms. Chong founded Lulu with a buddy, Alison Schwartz, an assistant that is former the literary agent Amanda Urban, called Binky. Last February, they secured $2.5 million in funding from individuals including Yuri Milner, an investor that is early Twitter, and Hosain Rahman, a founder of Jawbone.

Ms. Schwartz, 35, is Lulu’s editorial manager. She stated she received from Cosmopolitan and Glamour mags to come up with the app’s voice that is supportive. “Our goal ended up being constantly to seem like just how women that are young to their very own friends, ” she said.

They presently employ about 30 individuals while having finalized an eight-year rent for the 5,500-square-foot raw area in Chelsea, where they intend to go the organization early the following year.

Ms. Chong no longer has need certainly to be a working Lulu individual; this woman is searching for flats downtown along with her boyfriend, Jack Brockway, 33, a professional professional photographer that is the nephew of Sir Richard Branson, the Virgin Group founder, while the sibling of Ned Rocknroll, Kate Winslet’s husband that is new.

Ms. Chong and Mr. Brockway came across final springtime on Maui at a kite-surfing and networking event where she had been offering a lecture and then he had been shooting a video that is promotional. That they had a brief make-out session and went their split methods.


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