Following in the success of xoJane, Jane Pratt has launched a new beauty site called xoVain, and no, Cat Marnell will not be a part of it.
Like xoJane, xoVain reaches outside the popular product-review format to try something new. Pratt tells Fashionista:
“It falls in between what you can get on bigger beauty sites, where you can get product recommendations and shop. It’s a hybrid between [places] where you can shop, product review sites, beauty forums where people write obsessively about a specific product, and beauty video tutorials.”
A one-stop shop for all things beauty, if you will, and no topic is off limits. So far, there are blog posts about the best products for eczema, how to pluck hairy beauty marks, the pros of DIY manicures, and more. But it’s also about the people behind it. Pratt gives up details about her contributors, or rather, “characters” — one is dating someone from Mad Man, another is a nerd, there’s a set a twins, and plenty more.
As for Marnell, who was the former beauty editor at xoJane and is a current columnist at VICE, she’ll actually be returning to xoJane to do things on the beauty side, but will not be a part of xoVain. Pratt explains:
“I hope with xoVain to have voices like Cat’s, which are that strong. Not like her, because everyone is different. But to have voices and personalities that people will get to know. I think there will be some people they love and some they hate. Some people they want to be like. And Cat will actually do stuff for xoJane, for beauty again. She fits more with xoJane. There are two slightly different vibes. xoVain is less gritty than xoJane; it’s slightly glossier looking.”
Sounds tempting. Will you be reading xoVain?