Location: New York, NY
HOLISTIC, POSITIVE LIFESTYLE
PureWow is a digital media company that specializes in women’s lifestyle content, including topics such as fashion and beauty, home, recipes, health and wellness, culture, technology and travel. The company’s content is published via its website and through email publications, social media channels and video content. PureWow is designed to fill “a white space we identified with an underserved demographic that we felt was missing from the online landscape,” says CEO Ryan Harwood.
Quick Tip: “Always look to hire individuals who fit your brand and culture, have high integrity, and understand the importance of working hard and being nice to people.”
Through focus groups with women in their 20s, 30s and 40s, the company gained a number of key insights: Many women were sick of parenting advice and mommy blogs, felt ignored by “younger” publications, and were looking for content on topics such as travel, home décor, recipes, culture and tech. “There were no premium publishers out there that were taking such a holistic lifestyle approach,” Harwood says. “We saw this gap in the marketplace, and that’s when we really set off on the mission to create a brand that was synonymous with positive women’s lifestyle.” PureWow is investing heavily in video and mobile, but that is only the beginning of its plan for future growth, Harwood says. “We’re always going to be a media company, as that is the core of who we are. But the brand will become bigger than just digital.”