Evolve Media acquires Total Beauty Media Group
The announcement marks the third acquisition for Evolve Media in the last five months, having recently acquired Dogtime Media and AfterEllen.com
LOS ANGELES, Calif. – March 5, 2015 — Evolve Media LLC, the largest publisher of male and female lifestyle content on the web, announced today the acquisition of Total Beauty Media Group, home to TotalBeauty.com—the leading website in online beauty editorial, and the largest database of independent, unbiased beauty product reviews for women. With 3.5 million monthly users (comScore, January 2015), the Total Beauty properties will reside under Evolve Media’s women and family focused publishing division, TotallyHer Media, and utilize the company’s proprietary suite of publishing and advertising solutions.
The announcement marks the third acquisition for Evolve Media in the last five months, having recently acquired Dogtime Media and AfterEllen.com (formerly of Viacom). This acquisition aligns with the company’s rapidly growing position within the enthusiast lifestyle publishing space. Paired with TotallyHer Media’s theFashionSpot.com, TotalBeauty.com will eventually be housed under the comScore property, TotallyHer – Beauty & Style Portfolio. In addition, Total Beauty personnel will join Evolve Media’s staff in the Los Angeles and New York offices.
Founded in 2007, TotalBeauty.com features daily editorial coverage of beauty news and trends, along with thousands of user-generated reviews, spanning more than 55,000 products that include well-known prestige, mass-market, salon, and spa items. Additionally, TotalBeauty.com allows readers to engage with like-minded beauty enthusiasts through its thriving Community section. By registering as a community member, users can join the conversation, share reviews and hear about free samples before the general public.
The acquisition of Total Beauty Media Group also includes BeautyRiot.com, a millennial-oriented property that offers more than 700 celebrity hairstyle how-tos, and exclusive tips and tricks from top hairstylists, fashion stylists, and makeup artists.
“The acquisition of Total Beauty Media is another important milestone for Evolve Media and reaffirms our commitment to consolidate the most influential lifestyle publishing brands online. The Total Beauty team has done a fantastic job of building the most comprehensive and authoritative beauty site on the web,” said Aaron Broder, CEO and Co-Founder of Evolve Media. “Combined with our award-winning fashion site, theFashionSpot, Evolve Media can now offer our global marketing partners access to authoritative content that engages millions of women interested in researching and exploring the latest beauty and fashion trends and products.”
“When it comes to enthusiasts, it’s hard to find a group more passionate and engaged than beauty devotees. As the top authority in the space, TotalBeauty.com provides a digital headquarters for this audience eager to read about beauty tips, trends, and product reviews,and also participate by sharing their own product experiences,” said Rebecca Schmitt, Vice President and General Manager of TotallyHer Media. “This is the distinct type of readership that we actively search for—which is why TotalBeauty.com is such a significant and exciting acquisition for TotallyHer Media.”
“Seven years ago, I launched Total Beauty to satisfy the consumer desire for an honest, trusted, and comprehensive site that provides the most sought-after beauty solutions. Today, our premium editorial beauty coverage, along with our extensive beauty product review library—the largest of its kind—has allowed us to build the most prevalent and desirable audience of any pure beauty site for brands,” said Emrah Kovacoglu, Founder of Total Beauty Media Group. “We chose to join Evolve Media due to their cutting-edge advertising technology and clear dedication to fashion and women’s lifestyle content—a winning combination that perfectly complements our beauty focused business.”