Rich is getting into the “virtual beauty” biz with a site called BeautyKween.com, on which celebs and influencers will share beauty secrets and perform.

He says he wants to ask his many celeb pals on as guests to the digital club, and “my dream is to get Madonna on our air and give us all her makeup secrets and any other secrets.”

Rich is the fashion director of the company, which he launched with Mister D and E! founder Larry Namer.