Public relations professionals operate as media experts, providing guidance on where to pitch, what to offer to whom, and when. As fashion, beauty and lifestyle publicists, we must build fluency in the editors, recurring features and editorial opportunities available for our clients online, and look to these leading content hubs as places to inspire our own creativity.
We all know Refinery29 of course, but there several other websites that serve a female lifestyle-driven audience that deserve to be on your radar:
Mary Kate McGrath, Editor-in-Chief, Pure Wow
Overview: PureWow’s slogan is “Elevate the Everyday” and they pack their beautifully designed site and corresponding newsletter with fun tips, cool products, and yummy recipes, spanning categories of fashion, beauty, home decor, entertainment, travel and technology. If the site reminds you a bit of the beloved, now defunct Daily Candy (RIP – still really devastated about that one!), it could be because one Pure Wow’s investors, Pilot Group, was an investor at DC.
Regardless, the media company is holding a similar position in the hearts and minds of its millennial and Gen X audience. Just last year, PureWow raised $2.5 million as a result of tripling it’s audience size. While there are a hefty amount of paid/sponsored opportunities for brands, the site does rely on editorial coverage and posts a large amount of content across multiple categories.
What to pitch: PureWow has both regional and national sections, making them a great place to reach out to for local business news, like restaurant, store or salon openings (as long as it fits it with their current cities – New York City, Los Angeles, Chicago, San Francisco, Dallas, or the Hamptons.) The national edition is great for product based companies, whether it be accessories for a product round-up, books reviews, or a new fitness trend.
Overview: Bustle is “for and by women who are moving forward as fast as you are,” which means the day’s hottest trends. This women’s site runs the gamut from entertainment to fashion/beauty to books to technology, making it a great place to pitch a variety of clients. Bustle has more than 50 million unique visitors a month, and the site offers sponsored content. Their target audience is the more technology-savvy millennial crowd, with a lot of focus on hottest trends in the fashion and beauty space as well as celebrity news and “get the looks.”
What to pitch: If you’ve got a cool, on-trend product, tips for surviving an event, want to discuss the newest fashion and beauty trends, or can tie the product to something an it girl is doing, Bustle should definitely be on your radar! Bonus: Bustle also has a partner site that targets millennial moms called Romper. So, if you have family friendly products, family travel tips or want to share the latest, parent-approved trends in kids’ fashion, you should definitely keep this site in mind.
The Haute Mess
Overview: Gwyneth Paltrow isn’t the only celeb to enter into the lifestyle website sphere — actress Ashley Tisdale is getting in the game with her site The Haute Mess. Meant for the girl who is “marching to the beat of her own high heels” and figuring out life on her terms, this millennial-driven site covers everything from work struggles to the best guacamole recipes to the best sheet masks.
What to pitch: The Haute Mess covers an entire lifestyle, including beauty, fashion, food, home décor and work. Have makeup tips, know what spring shoes should be in a fashionista’s closet, or have ways to update your home and workspaces? If you have a product or tips to help a twenty-something navigate this crazy thing called life, add The Haute Mess to your pitch list.
Maryam Keyhani for The Coveteur
Overview: This Canadian-based site gives insider access to some of today’s hottest names and influencers, providing what they call “all things behind-the-scenes: lifestyle, fashion, and culture.” They emphasize “highly personalized curation” and offer collaborations with nonprofits, businesses and more. They have been featured in publications that include “Who What Wear,” “Vanity Fair,” and “E!”, and have received awards from CAFA, W3, Bloglovin’ and more. They cover everything from beauty and fashion to health, living and travel.
What to pitch: If you work with a highly influential, buzzed about name, the Closet section (which gives an exclusive look at some seriously awe-inspiring wardrobes) is a great target — past subjects have included Rickie de Sole from W Magazine, stylist (and Gigi and Bella’s sister!) Alana Hadid, and illustrator Jenny Walton. The Coveteur also features expert interviews — perfect for sharing a hairstylist’s tips for the perfect braid or giving a nutritionist’s take on the best foods for glowing skin, as well as traditional product placement.
Overview: Glitter Guide “aims to delight, inspire and make your life shine from the inside out.” The site provides women with a break in their day to read about fashion, beauty, entertaining and living. They focus on creating editorial content, and they have an affiliate program and sponsored posts.
What to pitch: Rich in DIYs, dreamy photography, and lifestyle advice, Glitter Guide covers an array of home, living, fashion and beauty content, with opportunities for both product placements and features on the people behind the brand. If you’re looking to pitch something Pinterest worthy and pretty, this girly, aspirational, and totally gorgeous site should definitely be top of the list.
Brit + Co
Overview: Brit Morin founded this San Francisco-based “new media and commerce company” in 2011. The site “inspires and enables women and girls to be more creative,” focusing on a woman’s entire lifestyle including DIY content, beauty, fashion, technology, food, health and, yes, even pets. The company offers partnerships with brands and creates its own editorial content. They also offer online classes on everything from Adobe Photoshop basics and calligraphy to travel photography and interior design.
What to pitch: If you have a new beauty trend, budget-friendly colorful and creative home décor, or a new product that fits the lifestyle of a fashion-forward #Girlboss, you should definitely consider reaching out to Brit + Co!
Overview: The Everygirl is for just that — every girl. The brand really focuses on inspiring and empowering women in their daily life with such categories as career/finance, culture, fashion/beauty, living, travel, and wellness. They tackle saving for retirement, books to read, the best face masks depending on what your skin needs, recipes to try, and where to take that deserving vacation.
What to pitch: The Everygirl has content for Austin, Chicago, Dallas, London, and more places all over the world. So, if you want a global reach, this is the site for you. The Everygirl offers plenty of opportunities for product-based companies, including book reviews using #TheEverygirlReads, fashion and beauty products, giveaways, and online fitness trends. If this describes what you’re looking for, then The Everygirl is definitely something to consider!
Special thanks to Emily Gardner for helping out with this article!