Who What Wear Takes On The Beauty Realm With Byrdie.com

The online beauty world may not be quite as over-saturated as the fashion realm, but we’ve garnered a long enough list of choice beauty sites to know that there a plenty to our satisfaction. If anyone’s going to convince us that our bookmarks bar can fit one more, it’s the Who What Wear girls, Hillary Kerr and Katherine Power. The two are co-founders of Clique Media, a parent company to WWW, home décor site Domaine, and as of today: Byrdie. What sets their site apart, both structurally and editorially, is that it’s an online beauty venue vs. a magazines website, blog, or video tutorial hub.

Kerr explained to WWD:

“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.”

Power added:

“At a certain point, especially as more and more beauty brands started advertising, we felt that there was a need, a huge hole, just like we saw a huge hole for [fashion with] WhoWhatWear in 2006. There was nothing then — it was Perez Hilton.”

Marking Byrdie’s official coming-out was an original editorial featuring indie darling Brit Marling. Between her Hi-Def Cyan-lined eyes and Ruby Woo lips, she’s made up unlike ever before. Browse the spread below and than click over to give Byrdie the once over yourself (you can also get a peek inside Ellie Goulding’s makeup bag).

Related Links:

If You’re Not Already A Sephora ‘Beauty Insider,’ Now You Need To Be

StyleDish: The Entire Marc Jacobs Beauty Collection Has Arrived
Beauty Beat: The 10-Minute Treatment That’s Healing My Home-Bleached Hair
Net-A-Porter Makes Moves Into Beauty




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