03.01.13
At 50 years of age, she may no longer be Sassy, but Jane Pratt’s still out there trying new things. Her newest venture is XoVain, a new beauty platform from Say Media, the same company that launched herXoJane website two years ago.
Pratt burst on to the beauty scene more than a decade ago as the founder and editor of Sassy and Jane magazines. XoJane just surpassed two million uniques a month and beauty was the top performing category on the site.
Maybelline is the official launch sponsor of XoVain, which will see a revenue model that consists of advertising and a percentage of proceeds from embedded shoppable items in stories.
“We’re covering beauty in the context of your entire life, not just how to get a look,” Pratt told Women's Wear Daily. “Beauty doesn’t have to be that serious,” she said, noting that the site will not use “experts” or quote “people with Ph.D.’s” to comment on issues. “Someone who has had skin problems their whole life is an expert on the issue.”
Pratt burst on to the beauty scene more than a decade ago as the founder and editor of Sassy and Jane magazines. XoJane just surpassed two million uniques a month and beauty was the top performing category on the site.
Maybelline is the official launch sponsor of XoVain, which will see a revenue model that consists of advertising and a percentage of proceeds from embedded shoppable items in stories.
“We’re covering beauty in the context of your entire life, not just how to get a look,” Pratt told Women's Wear Daily. “Beauty doesn’t have to be that serious,” she said, noting that the site will not use “experts” or quote “people with Ph.D.’s” to comment on issues. “Someone who has had skin problems their whole life is an expert on the issue.”