Look-Look’s mission is to be the brain trust for all information, opinions, ideas, and trends on global youth culture.

Since 1994, Look-Look founders Sharon Lee and DeeDee Gordon have advocated for young people to be heard and taken seriously by industry, government, and society. They believe that youth culture is playing a vital role in advancing innovation and ideas because of its intelligence, passion, and connection with one another.

To fulfill their mission, in 1999 they started Look-Look, Inc. the first company to focus on youth culture trends, research, and marketing with a People’s POV(Point of View). This means always prioritizing people over companies.

DeeDee and Sharon developed a new approach to harnessing the raw uncensored opinions of youth culture by creating their own online community of trendsetters, reporters, photographers, and like-minded individuals who all wanted to voice their thoughts and share dialogue. Since then, the community has continued to grow solely by word of mouth.

The idea of a young community sharing thoughts, ideas and creating together is now considered a mainstream concept. In 1999, Sharon and DeeDee were told they were nuts on more than one occasion.