Skip to content
HomeFeaturesSecurityAboutSupportJoin the beta

Now in beta · iPhone & Android · Canada

Your shelf, your people.

Shelfie is the social beauty app. Build collections of what you actually use, follow friends and creators, decode any ingredient list, and never miss a launch. Made in Canada, priced in CAD.

Join the beta Take the tour
1,300+products
300+brands
290categories
3themes

Why Shelfie

Beauty content is everywhere. Your routine is nowhere.

Screenshots in your camera roll, half-remembered TikToks, a notes app list from 2023. Shelfie gives the products you love a home, and gives your friends a window into it.

A shelf that's actually organised

Collections with sections (AM / PM, face / body), hashtags that auto-colour, covers you crop yourself, and drag-to-reorder. Public, followers-only, or just for you.

#routine#retinol#barrierrepair#spf50#combination

Read the back of the bottle

Paste any INCI list and get categories, flags and an estimated concentration band, instantly.

Group collections

Build a shelf with your sister, your roommate, your group chat. Everyone can add; the host keeps the keys.

Launch radar

A release calendar and Coming Soon rail curated weekly. Tap the bell and we'll tell you the day it drops.

Reels, tagged to real products

Every product in a post is one tap from its page, its ingredients and the collections it lives in.

The tour

Five tabs. One shelf.

Shorts, Socials, Products, INCI and Profile. Scroll to walk through each one.

01

Shorts

Collections and media, side by side.

Trending, New and For You feeds of collections. Flip the pill to Media for vertical reels and multi-photo posts. A rainbow ring on a collection means there's new media you haven't watched.

  • Collection-scoped reels: play a shelf, not the whole internet
  • Comments with replies, likes, saves, share to chat
  • Product tags on every post
CollectionsMedia
TrendingNewFor You
Search collections
12 products
glass skin starter pack
@michelle · 248 likes
#skincare#dewy#kbeauty
7 products
my daily skincare routine
@kelpo · AM / PM sections
#routine#sensitive
group · 3
ultimate hair care
you, @sam, @priya
ShortsSocialsProductsINCIProfile
02

Socials

Talk about it in the app.

Realtime direct messages and group chats with typing indicators, mutes and shared collections or reels as rich cards. Follow people, invite friends with a code, and get a push only when it matters.

  • Group collections for shared shelves
  • Invite codes and "friends who joined"
  • Block, mute and report in two taps
Today 9:41
did you try the new relief sun?? 👀
yes!! no white cast at all. added it to my routine →
my daily skincare routine7 products · AM / PM
ok adding to cart 🛒
ShortsSocialsProductsINCIProfile
03

Products

A catalogue built for Canada.

1,300+ products across 300+ brands and 290 categories, with CAD prices and the retailers you actually shop at. Featured and Coming Soon rails, a release calendar, brand pages, and a Buy button that names the store.

  • Request anything by pasting a link; we read the page for you
  • Reviews with emoji reactions
  • Popular this week, this month, all time
Search products, brands
AllSkincareMakeupFragranceHair
Featured
Relief Sun SPF50+Beauty of Joseon · $22
Birch Juice SunscreenRound Lab · $26
Glow SerumTorriden
Coming soon · calendar ›
Lip Sleeping MaskLaneige · Nov 4
$28 CAD
Cloud BlushRare Beauty · Nov 12
$32 CAD
ShortsSocialsProductsINCIProfile
04

INCI

Ingredients, decoded.

Paste a list, pick a product, or compare two. Shelfie groups ingredients by function, flags common irritants and fragrance, and estimates concentration bands from INCI order. Every analysis is saved to your history.

  • Side-by-side compare with shared ingredients highlighted
  • Aqua, Water and Water/Aqua/Eau count as one
  • Honest: estimates are labelled as estimates
INCI
Paste a list, pick a product, or compare two.
Aqua, Glycerin, Niacinamide, Butylene Glycol, Centella Asiatica Extract, Sodium Hyaluronate, Panthenol, Phenoxyethanol, Parfum
Niacinamide · brighteningCentella · soothingHyaluronate · humectantGlycerinPhenoxyethanol · preservativeParfum · fragrance
Water>50%
Glycerin5–10%
Niacinamide2–5%
Centella≤1%
Order-based estimate, not a lab result
ShortsSocialsProductsINCIProfile
05

Profile

A page that's unmistakably you.

Collections, media and saved tabs, follower and like counts, and a signature brand and ingredient computed from what's actually on your shelf. Set a beauty profile once and the app personalises around it.

  • Onboarding quiz: goals, concerns, AM / PM, loved and avoided ingredients
  • Light, dark and Matcha themes
  • Delete your account from inside the app, no email required
Michelle K.@michelle · Toronto
1.2K Followers · 14 Collections · 3.4K Likes
✦ signature: Beauty of Joseon
CollectionsMediaSaved
ShortsSocialsProductsINCIProfile

Collections, in depth

From a screenshot folder to a shelf worth sharing.

01 · Build

Start with what you own.

Search the catalogue by product, brand or category and tap to add. Give the collection a name, a cover you crop yourself, and hashtags that pick their own colour.

#skincare#kbeauty#dewy

02 · Organise

Sections, dividers, drag to reorder.

Split a routine into Morning and Night, or a kit into face, lips and tools. Hold a tile to move it; every drop saves instantly.

03 · Share

Public, followers-only, or just you.

Preview exactly what the feed card and the collection page will look like before you publish. Invite friends to a group collection and build it together.

04 · Watch it travel

Likes, saves, comments, reels.

Tag your collection in a reel and it gets a play button with a rainbow ring. Followers watch the collection's media back to back and land right back on your shelf.

Search products, brands
AllSkincareMakeupFragranceHair
Featured
Relief Sun SPF50+Beauty of Joseon · $22
Birch Juice SunscreenRound Lab · $26
Glow SerumTorriden
Coming soon · calendar ›
Lip Sleeping MaskLaneige · Nov 4
$28 CAD
Cloud BlushRare Beauty · Nov 12
$32 CAD
ShortsSocialsProductsINCIProfile
12 products · public
glass skin starter pack
by @michelle · Follow · 248 ♥ · 31 saves
#skincare#dewy#kbeauty#combination
— Morning
Relief Sun
Toner
Essence
— Night
Cleansing balm
Retinal
Sleep mask
ShortsSocialsProductsINCIProfile
CollectionsMedia
TrendingNewFor You
Search collections
12 products
glass skin starter pack
@michelle · 248 likes
#skincare#dewy#kbeauty
7 products
my daily skincare routine
@kelpo · AM / PM sections
#routine#sensitive
group · 3
ultimate hair care
you, @sam, @priya
ShortsSocialsProductsINCIProfile
Beauty of Joseon · Relief Sun
1.2K48sharesave
@michelle · going on a walk ☀️SPF reapplied, dewy not greasy. Full routine in my glass skin collection → more
CollectionsMedia
ShortsSocialsProductsINCIProfile
12 products · public
glass skin starter pack
by @michelle · Follow · 248 ♥ · 31 saves
#skincare#dewy#kbeauty#combination
— Morning
Relief Sun
Toner
Essence
— Night
Cleansing balm
Retinal
Sleep mask
ShortsSocialsProductsINCIProfile

INCI analyzer

Paste the list. Understand the product.

Shelfie reads ingredient lists the way a formulator would: by order, by function, and with the humility to call an estimate an estimate.

  • 1
    Categorised instantly

    Humectants, actives, emollients, preservatives, fragrance: each ingredient gets a function and a colour.

  • 2
    Concentration bands

    The 1% line and INCI ordering give you ">50%", "5–10%", "≤1%" ranges, never fake precision.

  • 3
    Flags that matter to you

    Fragrance, common irritants, and anything on your avoid list from your beauty profile.

  • 4
    Compare two products

    Shared ingredients highlighted, per-side amounts, and canonical names so Aqua and Water aren't strangers.

Niacinamide · brighteningCentella · soothingSodium Hyaluronate · humectantGlycerin · humectantPanthenol · barrierPhenoxyethanol · preservativeParfum · fragrance
Aqua>50%
Glycerin5–10%
Niacinamide2–5%
Centella≤1%
Parfum≤1%
⚠ Contains fragrance (Parfum), which is on your avoid list. Order-based estimate, not a lab result.

Socials

Group chat energy, built in.

The best product recommendations come from people you trust. Shelfie puts the conversation next to the shelf.

  • 1
    Realtime DMs and groups

    Typing indicators, read cursors, mute for an hour or forever, delete for everyone.

  • 2
    Share anything as a card

    Collections, reels and products arrive as rich cards, one tap from the real thing.

  • 3
    Follow graph and invites

    Your username is your invite code. See who joined because of you.

  • 4
    Push that respects you

    No notification if you're already looking at the thread. Mute a chat and its pushes stop too.

Search people
michelleok adding to cart 🛒
2
hair care crew · 3sam: new mask drops friday!!
kelposhared a reel
1
priyayou: the lavender one 💜
People you may know
jordan.skinfollowed by michelle
Follow
ShortsSocialsProductsINCIProfile
Today 9:41
did you try the new relief sun?? 👀
yes!! no white cast at all. added it to my routine →
my daily skincare routine7 products · AM / PM
ok adding to cart 🛒
ShortsSocialsProductsINCIProfile

Make it yours

Light. Dark. Matcha.

Warm porcelain by day, true black by night, or a pastel-green Matcha skin with rounder corners and a softer glow. Every screen, every icon, every shadow follows.

Also: a layout for foldables, with the tab bar on the rail and comments beside the video when you open your phone up.

CollectionsMedia
TrendingNewFor You
Search collections
12 products
glass skin starter pack
@michelle · 248 likes
#skincare#dewy#kbeauty
7 products
my daily skincare routine
@kelpo · AM / PM sections
#routine#sensitive
group · 3
ultimate hair care
you, @sam, @priya
ShortsSocialsProductsINCIProfile
CollectionsMedia
TrendingNewFor You
Search collections
12 products
glass skin starter pack
@michelle · 248 likes
#skincare#dewy#kbeauty
7 products
my daily skincare routine
@kelpo · AM / PM sections
#routine#sensitive
group · 3
ultimate hair care
you, @sam, @priya
ShortsSocialsProductsINCIProfile
CollectionsMedia
TrendingNewFor You
Search collections
12 products
glass skin starter pack
@michelle · 248 likes
#skincare#dewy#kbeauty
7 products
my daily skincare routine
@kelpo · AM / PM sections
#routine#sensitive
group · 3
ultimate hair care
you, @sam, @priya
ShortsSocialsProductsINCIProfile

Core security infrastructure

Your shelf is yours. Our database is nobody's.

Shelfie runs on Stackset's hardened platform. The app on your phone never holds a database connection; it talks to a narrow set of integration service endpoints that authenticate, authorise and shape every request. The internal database has no public address at all.

Your phone
Shelfie iOS / Android short-lived session token
direct database connection no route · refused
TLS 1.3 · signed JWT · rate limits
Edge
Integration service endpoints auth · validation · policy
private network only
Private network
Containerised services feeds · chat · catalogue
Media & link-extraction workers sandboxed · egress-filtered
Postgres + object storage row-level security · encrypted
SSO (OIDC) + MFA for every internal console

Integration service endpoints, not tables

The app asks for intents ("add this product to my collection"), never rows. Each endpoint validates input, checks who you are and what you're allowed to do, and returns only what that screen needs. A malicious agent probing our edge finds no database to connect to.

Single sign-on for the team, passwordless for you

Every internal console the Shelfie team uses sits behind SSO (OpenID Connect) with enforced multi-factor authentication and role-based access. You sign in with Apple, Google, or a one-time email code. We never store a plaintext password.

Containerised applications

Each service runs in its own container: non-root, read-only filesystem, pinned dependencies, explicit egress allow-list. The worker that reads a store link you paste is isolated from anything that holds user data.

Row-level security as the last line

Even behind the gateway, the database enforces per-row policies tied to your account. A private collection, a followers-only post or a DM cannot be read by a bug in another feature.

Secrets that rotate

Credentials are minted at deploy time, scoped to one service and rotated automatically. Nothing sensitive lives in the app bundle, a repository or a laptop.

Encrypted and auditable

TLS 1.3 in transit, AES-256 at rest, immutable signed releases, and audit logs for every privileged action. Photos are stripped of location data before they're stored.

Read the full security page

Where we are

Real app, real testers, real catalogue.

Shelfie has been in people's hands since September 2026. Weekly feedback rounds ship as over-the-air updates, often the same day.

1,300+products with images & CAD prices
300+brands, Korean to Canadian
290product categories
12+releases shipped to testers

Shipping weekly

Tester feedback becomes a release branch, a browser run, and an over-the-air update. Native changes go through TestFlight and Google Play.

Built with testers

Named feedback rounds from real users drive the roadmap: comment replies, group collections, the catalogue, the play ring, all came from them.

What's next

Public App Store and Google Play launch, brand and retailer partnerships, and per-account watch history across devices. Roadmap

For investors & partners

Beauty is a $100B+ category. Nobody owns the shelf.

Discovery happens on short video, purchase happens at retailers, and the routine lives nowhere. Shelfie sits in the gap: the personal, social record of what people use, with first-party data on products, launches and ingredients.

  • →
    Built, not pitched

    A shipping app with a full catalogue, realtime social layer and ingredient engine, run by a two-person team.

  • →
    Canada first, by design

    CAD pricing, Canadian retailers, bilingual-ready, data hosted in North America. An under-served market with a clear expansion path.

  • →
    Monetisation paths

    Retailer and brand partnerships, launch placements, affiliate commerce, and premium creator tools, none of which require selling user data.

Request the deck About Stackset

Founders

KC

Kevin Chan

Product & growth

Runs the tester programme, catalogue curation and partnerships.

BR

Brian Ren

Engineering

Leads the app, design system, data platform and release pipeline.

Shelfie is a product of Stackset Technologies Inc., Markham, Ontario.

Join the beta

Get Shelfie on your phone this week.

We send TestFlight (iPhone) and Android invites in small batches so we can actually talk to you. Tell us where to send yours.

iPhone (TestFlight) and Android. No credit card, no spam, just a link from a founder.