The Proctor & Gamble Co. has closed the door on Reflect.com, an online retailer of health and beauty products.

Reflect, No. 183 in the Internet Retailer Top 400 Guide to Retail Web Sites, ceased operating in early June and filled and shipped its last orders in mid June, says Proctor & Gamble.

The company ceased operations as a result of Proctor & Gamble’s proposed $57 billion merger with The Gillette Co. “We are concentrating on our key businesses,” a spokesman says.

Reflect.com was an early user of personalization applications to drive web sales. The site, which sold skin care, hair care and fragrance products, let customers choose the exact colors, textures, ingredients and foundation for each product, which it then custom packaged along with personalized tips and how to apply instructions.

“Reflect taught us about personalization and we will apply that concept and lessons to other parts of the business,” the spokesman says.