According to Dave Krieger, president of Cherie Austin, the site was a collaborative effort involving himself, airbrush makeup artist Linda Kelly, and marketing consultant and website designer Ryan Therrell, president of EideaShop.com.
"What makes this website so unique is that it caters to the transgender community, as well as men and women," Krieger said. "The transgender community is huge worldwide, and basically no one caters to it because most cross-dressers and transgenders remain largely closeted ... and misunderstood."
Krieger described Cherie Austin is niche marketing at its finest.
"Cherie Austin is a concept that caters to the discretionary attitudes of men who don't want the world knowing they indulge in making themselves beautiful to emulate women," he said. "We want to embellish that. Our future marketing campaigns are designed to include that demographic."
The website features an advice column and offers a five-hour class in airbrush makeup. The first class will be held March 16 at the Doubletree Hotel in Austin and will be taught by Kelly.
Cherie Austin advertises costumes, dance wear, club wear and lingerie, including plus-size items for women and a line of transgender lingerie and breast forms. The site also feature men's shoes, makeup, eyelashes, wigs, jewelry, lubes, restraints and a few novelty items.