This week I am thrilled to bring you my conversation with the delightful Eleanor Pendleton, who I first met when I was working in Public Relations for a luxury beauty brand and she was a beauty editor for a high end fashion magazine.
Eleanor is smart, insightful and curious and in 2013 identified two key things:
- Print media circulation and readership was dwindling with the rise of online platforms and social media
- No platform or publication was speaking to Australian women exclusively about the very best in beauty.
Taking those two insights, in 2014 she launched GRITTY PRETTY - the first and only online beauty dedicated interactive virtual magazine.
Through GRITTY PRETTY, Eleanor was able to bring content to where women were spending most of their time - online - and provide them with interviews, images, insights and information (and all the things we love from traditional print magazines) about her and so many other women’s passion; beauty.
GRITTY PRETTY features interviews with Aussie and International trend makers and ground breakers, and provides intelligent insights around and interesting information about the growing developments in skincare, beauty and self care, as well as my personal favourite, a very trusty “Little Black Book” of the best beauty service providers across Australia.
But never content with the status quo, Eleanor evolved the unique business further, turning GRITTY PRETTY into an online store, where she now features the GRITTY PRETTY shop of "Eleanor approved" beauty products, where you can purchase the very best in beauty in a seamless and easy online shopping experience, confidently knowing your purchase has been vetted and endorsed by Eleanor and her team.
Amongst all of this Eleanor is an influencer, brand ambassador, journalist, editor content creator, friend, mother, daughter and honestly just a sheer delight. I hope you enjoy our chat about bags, business, beauty, style, stress, motherhood, mental health and so much more.