Who’s the fairest of them all? Why publishing revolutionary Jane Pratt, of course, with her new project xoVain. “xoVain.com is a new kind of beauty site where there are no secrets,” her site explains. “We believe in using beauty as a tool to make women feel good about themselves, for themselves. This is where you’ll go to learn that you’re not the only one with curly eyebrows, uneven lips, or weird toenails, and to learn how to deal with them… or not. We’re experts in being real.”
Recently recognized as one of the most influential women in advertising by Advertising Age, (and it’s cousin xoJane.co.uk) Pratt is “the visionary behind xoJane.com, one of the fastest-growing and most provocative women’s websites.” At 24, Pratt launched the much celebrated Sassy magazine, becoming the youngest editor-in-chief ever of a national publication. Pratt left the teen scene for the equally lauded JANE magazine, a more adult lifestyle glossy for gals in their twenties and thirties. JANE was nominated for a National Magazine Award for General Excellence by the American Society of Magazine Editors, and Pratt was named “Editor of the Year” in 2002 by Adweek magazine. xoJane was named a Top 100 Website for Women by Forbes.
An intrepid young trio of beauty editors has helped Pratt the launch project, each with her own impressive list of accomplishments. A former intern at The Late Show With David Letterman, Brooklyn betty Marci Robin is the beauty director of xoVain. She’s served as both an associate editor at Alloy.com and senior online editor at NewBeauty magazine. Blogger Hannah has been with xoJane.com for two years, in addition to working with her own destination An Aesthetic Feast, writing for ROOKIE, and contributing a monthly column at Flare, a Canadian fashion site. Annie has been contributing to xoJane for less than a year, but earned her stripes covering events like New York Fashion Week and Paris Haute Couture Week, and says she “has worked for big-time fashion designers like Alexander Wang.”
Have can’t-lose boss lady Pratt and her eager team found a niche with the confessional tone and conversational style of xoVain? Check it out and chat about what you think of xoVain in the comments, below. —Casandra Armour