Women-only app which objectifies men available on iPhones However, the founders say they have taken steps to ensure people don't just insult the men - by not offering free open spaces for women to write anything they like. The vast majority of reviews are positive - ex-girlfriends, sisters, and friends helping other girls discover the guys they believe are keepers. To be clear, Lulu isn't a place to trash-talk: Lulu's review system makes it impossible for a vindictive ex to reveal the size of a guy's itty bitty friend or claim he gave the Herp to 1,000 women," the website explains. The service first launched on desktops in December 2011 and was created in London - but relaunched as a mobile app last summer and enjoyed a bounce in popularity this year. Since mid-January 2013, 80 million profiles have been viewed on Lulu and 12 million searches conducted. The business, which employs 14 people, has so far raised $3.5m (£2.3m) from investors. However, not everyone is a fan - most notably the men who have already complained about their profiles being up on Lulu - but there have yet to be any legal cases yet. Schwartz told Business Insider that her team immediately removes men's profiles if they write in and complain. She also revealed that men will go through great lengths to get into the app to review their feedback, including changing their sex on Facebook to female. If this happens, she says her team of developers are brilliant at finding the men posing as women and duly send them a notification which says: "Dude, you're a dude, but we love you anyway." And then they are redirected to Lulu's app for men, where guys can update the profiles women see. "We definitely feel this is about female empowerment and collective wisdom," Schwartz told Business Insider. We also feel boys are just the beginning. We'll win the trust of our girls here and then take them into other verticals. Earlier this year another free app caused similar controversy. "Boyfriend Trainer" encourages girls to domestically abuse their boyfriends. It lets players electrocute, hit and mace a virtual boyfriend after he does annoying things - such as leaving his clothes lying about on the floor. The publisher of the app, Games2Win, describes Boyfriend Trainer in the following way: "Crack that whip and teach your guy a thing or two about being the Perfect Boyfriend! When scolding doesn't work, just zap him, whack him and train him to be your ideal man! Boyfriend Trainer encourages girls to spray mace into their boyfriend's eyes if he eyes up another girl on the dancefloor - while his friends stand around and laugh. Players also lead their boyfriends around on a leash.