BYRDIE x BeautyLand

Who What Wear, founded by Hillary Kerr and Katherine Power, has been one of my favorite sites for as long as I can remember. Upon further examination I learned that WhoWhatWear Beauty, which launched almost two years ago, was rebranding as a standalone site named Byrdie Beauty 

The online magazine offers everything you’ve come to know and love from Who What Wear Beauty—celebrities’ must-haves products, insider tips from hair stylists and makeup artists, and the latest trend reports—with even more content, including vibrant editorials. In other words: it’s the perfect destination for beauty fanatics. But don’t just take our word for it, go ahead and check out the site now (we advise you to bookmark it immediately) and don’t forget to sign up for the daily newsletter.

I first noticed the name change on Instagram, when I saw a photo from what I thought was a rogue user named Byrdie.

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 .