NewsLifeMedia takes on beauty market; acquires Primped

Sarah Homewood
By Sarah Homewood | 19 November 2015
Credit: Primped Instagram

NewsLifeMedia has today acquired online beauty offering from the Hannan family’s lifestyle media company, Independent Digital Media (IDM).

The online beauty offering has been around since 2008 and instead of building its own site from scratch, CEO of NewsLifeMedia Nicole Sheffield decided to acquire the business with the hope of turning it into a number one brand.

Sheffield told AdNews that while it is a competitive market and the publisher has other strong brands in its stable, Sheffield believes this site can become the designated site for all things beauty.

“If you look at the traffic, no one's won the market and NewsLifeMedia has the number one news site, and the number one food site, I like to win,” she said.

“Vogue is very much broader than beauty, it is an important part of it and it's also a part of Buro 24/7, but there's a space for Primped to be the go to destination for beauty, both inside and out,” she added. will be bolstered by content from NewsLifeMedia’s stable of beauty writers including Sunday Style’s beauty and lifestyle director Cleo Glyde and Vogue Australia’s editor-at-large beauty and health Ricky Allen.

The publisher also noted that Primped is a “fantastic addition” to its portfolio and strengthens its offering to advertisers, allowing the publisher to create innovative solutions and opportunities for its beauty and lifestyle partners.

This is not the publishers first website it has launched this year, with Sheffield telling AdNews that 65% of the publisher's revenue now comes from online.

“Though native is broadening, yield is still a challenge, not eyeballs,” she explained. “However now having a mobile measurement tool created by the IAB means that revenue will continue to grow substantially.”

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