Dotdash Enters Beauty Space with Byrdie Acquisition
Leah Wyar, Former Chief Beauty Director at Hearst, Joins Dotdash as General Manager
NEW YORK, Jan. 8, 2019 /PRNewswire/ -- Today Dotdash announced that it has acquired Byrdie (www.byrdie.com), a leading digital beauty brand from Clique Brands. Dotdash has also acquired MyDomaine (www.mydomaine.com), a women's lifestyle property from Clique. Byrdie and MyDomaine will join Dotdash's award-winning family of brands. Terms of the deal were not disclosed.
Launched in 2013, Byrdie is one of the leading digital publications dedicated to all things beauty, inside and out, covering beauty tips, style, product reviews, and makeup trends. Byrdie will become Dotdash's platform brand for its expansion into the beauty space. MyDomaine will add to Dotdash's growing efforts in the lifestyle category.
To lead Byrdie and MyDomaine, Dotdash has brought on Leah Wyar, most recently Chief Beauty Director at Hearst Magazines. Leah brings nearly 20 years of experience across top-selling women's properties including Cosmopolitan and Women's Health.
"Katherine (Power) and Hillary (Kerr), Clique Brands' founders, have built Byrdie and MyDomaine into brands that we've admired for a long time and we are thrilled to add them to the Dotdash family," said Neil Vogel, CEO, Dotdash. "We think we have a huge opportunity to continue to grow these brands into something incredibly special, especially with someone as capable and experienced as Leah at the helm."
"As our company's strategy continues to evolve from advertising-supported media to community-driven commerce, we are thrilled to have two of our most special media properties join Dotdash. Both sites have had record traffic in 2018 and we are excited to see how the Dotdash team will build on their success," said Katherine Power, CEO and Co-Founder, Clique Brands.
Dotdash's vibrant brands help over 100 million users each month find answers, solve problems, and get inspired. Dotdash is among the largest publishers online, and its brands are the fastest-growing in their respective categories. Dotdash brands include Verywell, The Spruce, The Balance, Investopedia, Lifewire, Byrdie, MyDomaine, TripSavvy, and ThoughtCo.
Dotdash is an operating business of IAC (NASDAQ: IAC).
About Clique Brands
Named to Fast Company's Most Innovative Companies list in 2017 and as Digiday's most innovative publisher in 2018, Clique is a global media and consumer brands company that combines the power of data science with its expert editorial team to create content and products that millennial women and Gen Z girls crave. Clique is the parent company of leading digital content site WhoWhatWear.com and was founded by Katherine Power and Hillary Kerr in 2006. Over the past two years, Clique has developed a consumer products division, which launched in early 2016 with its first clothing, shoes, and accessories line exclusively with Target under the Who What Wear brand and recently added an activewear collection, in partnership with Target again, called JoyLab that was released in October 2017. With headquarters in Los Angeles, Clique also has offices in New York City, London, and Minneapolis, and has Amazon, Greycroft Partners, BDMI, WndrCo, and others as key investors.
Dotdash Media Contact:
Clique Brands Media Contact:
Exec. Director, Communications