Dotdash bought Brides, Byrdie, and MyDomaine this year and plans to expand them with events, direct-to-consumer products.
Dotdash has grown by shunning the sexier parts of the web like news and celebrity gossip in favor of service content that has a long shelf life.by relaunching it as sites like Verywell and The Spruce and speeding them up, stripping out the low-quality content, and removing annoying ads, and he said he thought there was a chance to do the same for beauty content. So he bought three beauty-oriented sites and hired experts in Leah Wyar from Hearst and Melissa Guy from Refinery29 to help run them.
Then there's Byrdie, which had just 5.3 million unique visitors in July, making it the 16th biggest beauty/fashion site.Dotdash's point is that those bigger sites cover a lot of things besides makeup and are slow and crammed with ads that turn off users. "It's cluttered, but I don't think it's cluttered with places that are doing it right," Guy said of online beauty sites.
The cornerstone of Dotdash's plan is Byrdie, which started in 2013 and is written mostly by beauty-obsessed contributors. The site describes itself as being"committed to creating an inclusive space that lifts up diverse voices and celebrates the unique beauty found in each of us." Sample articles:
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