Upon further examination I learned that WhoWhatWear Beauty, which launched almost two years ago, was rebranding as a standalone site named Byrdie Beauty.
Byrdie went live yesterday and it is gorgeous!
Byrdie joins Who What Wear, a celeb focused fashion website which launched in 2006, and the shelter site Domaine, on Clique Media’s roster.
Here’s how Clique Media co-founder Hillary Kerr described the new site:
“We didn’t see anything that came from a strong editorial point of view that really reported out, but still encompassed the fun trends that aren’t as editorially driven — like street style. “[There are] not a lot of great sites for beauty out there, and not a lot that cover celebrity beauty — which is our secret sauce, that seems like a big open space.”
WWD reports that WhoWhatWear and Domaine see a combined 23 million page views per month. So relaunching their beauty vertical as a standalone property seems like a viable strategy.
My only hope is that they include a little diversity in their beauty coverage because right now their content is looking pretttttty vanilla.