Had a look at the Website and it seems very similar to Covershots which was in Grafton Street. This one seems more updated.
I "won" a makeover in Covershots years ago, turns out everyone did and the jist of it is, basically they do your makeup, in my case they pinned up my hair and took lots of photos. The shots are very and everybody looks great.
I did not think much of the makeover, when I came out into Grafton Street I noticed a few people staring and I thought I must look fabulous from my makeover, but when I looked in a mirror in one of the shops in St. Stephens Green, I was absolutely caked with make up and thats what they must have been staring at.
Looking at the Bella website, I would think the aim behind the "private viewing" is to sell you lots and lots of photos, which in fairness do turn out quite well.
I have one still in my house and people coming in ask - who is that?