PureWow

High-Level Overview

PureWow is not a technology company but a digital media company specializing in women's lifestyle content, targeting women aged 25-45 with topics like fashion, beauty, wellness, food, family, travel, tech, and home.[1][2][3][5] Founded in 2010 and acquired in 2017 by Gary Vaynerchuk's Gallery Media Group (part of VaynerX), it reaches over 100 million people monthly through its website, email newsletters, social media, video, mobile, and events, positioning itself as a "shortcut to a life well-lived" with original, judgment-free content.[2][3] It ranks among the top three largest U.S. women's media brands, per Forbes, and generates revenue through content distribution while using tech tools like Skimlinks and Comscore for operations.[2][4][5]

Origin Story

PureWow was founded in September 2010 by Ryan Harwood, backed by Bob Pittman's Pilot Group and high-profile women from wowOwow, including Joni Evans, Mary Wells Lawrence, Whoopi Goldberg, Liz Smith, Candice Bergen, and Lesley Stahl.[1] The idea emerged to create tailored lifestyle content for Millennials and Gen X women, starting with national and local editions in cities like New York, Los Angeles, Chicago, San Francisco, Dallas, and the Hamptons.[1] Early milestones included hiring Mary Kate McGrath as editor-in-chief in 2013, ranking #352 on Inc. Magazine's 2014 fastest-growing companies list, and raising $2.5 million in 2015.[1] In 2017, Gary Vaynerchuk and Stephen Ross's RSE Ventures acquired it to form Gallery Media Group, with Harwood becoming CEO of the new entity.[1][2]

Core Differentiators

• Content Focus and Reach: Delivers curated, editor-vetted content across beauty, fashion, wellness, food, family, tech, travel, and more, with a monthly audience of 90-100 million via multi-channel distribution (web, social, email, video, events).[2][3]
• Audience-Centric Mission: Acts as a "one-stop shop" for practical, uplifting advice—"make the fun stuff better and the important stuff easier"—in a judgment-free space for women 25-45, earning Forbes recognition as a top 100 women's website.[2][3][5]
• Multimedia and Local Relevance: Combines national articles with city-specific editions, plus tech integrations like SEO-driven evergreen content and tools (e.g., Skimlinks, Quantcast).[1][4][6]
• Gallery Media Group Backing: As the flagship brand in VaynerX's portfolio, benefits from creative agency resources and positivity-focused media strategy.[2][3]

Role in the Broader Tech Landscape

PureWow rides the wave of digital media fragmentation and content personalization, leveraging technology for scalable distribution amid declining traditional publishing.[2][3][6] Its timing aligns with the rise of women-led lifestyle media in a post-pandemic era prioritizing wellness, family, and quick hacks, amplified by social algorithms and email newsletters that drive 100M+ monthly reach.[2][3] Market forces like affiliate tech stacks (Skimlinks) and analytics (Comscore) enable monetization without heavy ad reliance, while covering tech topics positions it to influence consumer tech adoption among millennial/Gen X women.[4][5][6] It shapes the ecosystem by humanizing tech through reviews and trends, bridging lifestyle media with emerging tools like wellness devices.[6]

Quick Take & Future Outlook

PureWow's influence will grow through VaynerX synergies, expanding video/events and AI-enhanced personalization to sustain top-tier reach amid media consolidation.[2][3] Trends like short-form video, SEO-optimized wellness tech, and Gen Z crossover will shape its path, potentially boosting revenue beyond $16M via e-commerce integrations.[5][6] As digital lifestyle media evolves, PureWow could pioneer hybrid content-tech experiences, solidifying its role as the essential daily guide for women navigating modern life—elevating the everyday in an increasingly tech-saturated world.[5]