What Clique does

Clique Brands, Inc. is a privately held global media and consumer brands company headquartered in Los Angeles, California, founded in 2006 by Hillary Kerr and Katherine Power. The company operates Who What Wear, an international fashion media platform comprising content sites whowhatwear.com and whowhatwear.co.uk, targeting millennial women and Gen Z girls with trend-forward editorial content, a size-inclusive clothing and accessories line, and the chart-topping Second Life career podcast hosted by Kerr. In 2019, Clique expanded into consumer products with the launch of Versed, a clean skincare line offering 19 products all priced under $20, distributed through direct e-commerce (versedskin.com), Amazon, and Target retail stores nationwide.

The company's underlying technology combines data science with an expert editorial team to inform content creation and product development, though specific proprietary AI/ML systems are not publicly detailed. Revenue is generated across four streams: advertising and sponsorship on Who What Wear content properties, podcast sponsorship for Second Life, consumer product sales through Versed and Who What Wear branded merchandise, and brand licensing deals extending the Who What Wear name into physical product categories. The company maintains offices in Los Angeles, New York City, London, and Minneapolis, and has raised approximately $27.6M in disclosed funding from investors including Amazon, Greycroft Partners, BDMI, WndrCo, and others.

In January 2019, Clique divested its Byrdie beauty and MyDomaine lifestyle publications to Dotdash, signaling a strategic refocus on the Who What Wear media brand and Versed consumer products. The company has acquired CollegeFashionista (2016) and Wantering (2015) to expand audience reach and content capabilities. Clique's go-to-market integrates editorial influence with commerce: media properties drive brand awareness and product discovery, while Target retail and direct e-commerce convert that audience into product purchases.

Name

Clique

Legal name

Clique Brands

Website

http://www.cliquebrands.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Clique Brands is a privately held global media and consumer products company that operates Who What Wear fashion media properties and the Versed clean skincare line, targeting millennial women and Gen Z girls through integrated content-to-commerce channels including Target retail and direct e-commerce.

Ownership category

akta.pro rank

Product category

Fashion Media and Consumer Brands

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)

akta.pro secondary industry

Denim & Casualwear Brands (CRAAAAAE)

Keywords

• Fashion media
• Consumer brands
• Clean skincare
• Content commerce
• Digital publishing

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D

Revenue model

1. Advertising/Sponsorship Revenue: Who What Wear content sites generate advertising revenue from fashion and beauty brands targeting the audience of millennial women and Gen Z girls.
2. Podcast Sponsorship and Content: Second Life career podcast hosted by Hillary Kerr generates revenue through sponsorships and extends brand reach.
3. Consumer Product Sales: Versed clean skincare line with 19 products sold through Target retail stores and direct-to-consumer e-commerce. Who What Wear clothing and accessories line offered at accessible price points.
4. Licensing and Brand Extensions: Publisher brand licensing deals extend Who What Wear brand offline into physical products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Clique Brands is a media and consumer brands company that operates fashion media properties (Who What Wear content sites and the Second Life career podcast) targeting millennial women and Gen Z girls, and sells its own consumer products including the Versed clean skincare line (19 products under $20) and a Who What Wear clothing and accessories line through Target retail, direct e-commerce, and Amazon.

Product overview

Clique Brands is a global media and consumer brands company that operates a portfolio of fashion media and consumer product brands. The core offering includes Who What Wear, an international fashion media platform with content sites targeting millennial women and Gen Z girls, combined with data science and expert editorial content. The company has expanded into consumer products through Versed, a clean skincare sub-brand launched in 2019 with products under $20, and Second Life, a career podcast. The portfolio combines content-driven media properties with direct-to-consumer product brands.

Differentiator

Problem solved

Functional benefit

Brands

• Who What Wear: International fashion media company with content sites whowhatwear.com and whowhatwear.co.uk, and an affordable, size-inclusive clothing and accessories line.
• Versed
• Second Life

Products and services

• Who What Wear International fashion media company operating content sites whowhatwear.com and whowhatwear.co.uk and an affordable, size-inclusive, trend-forward clothing and accessories line targeting millennial women and Gen Z girls.
• Versed Clean skincare line offering 19 products all priced under $20, sold through Target retail stores and direct-to-consumer e-commerce at versedskin.com.
• Second Life Chart-topping career podcast hosted by Hillary Kerr covering career transitions and professional development topics, monetized through sponsorships.

Quantifiable outcome

• Named to Fast Company's Most Innovative Companies list in 2017 and Digiday's most innovative publisher in 2018

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TargetcoreChannel Partner/ Reseller/ DistributorVersed clean skincare line launched exclusively at Target stores in 2019, with plans for direct-to-consumer later. Target serves as the primary retail distribution partner for Versed products.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Goop: Goop is a lifestyle media brand that has extended into consumer products (beauty, wellness, apparel). Closely comparable to Clique's hybrid content-plus-products model targeting millennial women, though at a higher price tier.
• The Ordinary: The Ordinary (DECIEM, owned by Estée Lauder) is a clean, ingredient-focused skincare brand sold at accessible price points across Sephora, retail, and DTC. Directly comparable to Versed on clean-beauty positioning, sub-$20 price architecture, and retail-plus-DTC distribution.
• POPSUGAR: POPSUGAR operates fashion, beauty, and lifestyle content sites plus commerce integrations aimed at millennial women. Highly comparable to Who What Wear in editorial voice, audience demographic, and content-to-commerce monetization.
• The Honest Company: The Honest Company is a clean, ingredient-conscious consumer brand spanning skincare, beauty, and household categories at accessible price points, with major retail distribution (Target, Costco). Comparable to Versed on clean positioning, price point, and Target retail dependence.
• Bustle Digital Group: Bustle Digital Group is a digital media company publishing lifestyle, fashion, and entertainment content (Bustle, Romper, Elite Daily) targeted at millennial and Gen Z women. Comparable to Clique's Who What Wear in audience and digital advertising model.
• Refinery29: Refinery29 is a digital-first fashion and lifestyle publisher targeting millennial women, operating content sites and commerce integrations. It is directly comparable to Who What Wear in audience, editorial model, and advertiser relationships.
• Glossier: Glossier is a clean, millennial-focused beauty brand built with strong content and community DNA. Comparable to Versed on clean beauty positioning and to Clique's media-to-product model, though Glossier leans more DTC and premium.
• Dotdash Meredith: Dotdash Meredith is a large digital publisher that acquired Clique's Byrdie and MyDomaine in 2019. Directly comparable as a fashion/beauty publisher competing for the same advertisers and audiences as Who What Wear.
• Ipsy: Ipsy is a beauty media and sampling platform that has built its own consumer brands (e.g., Complex Culture). Comparable to Clique's beauty content plus product model and its millennial/Gen Z audience focus.

Broad incumbents

• Condé Nast: Condé Nast is an established global publisher of fashion, beauty, and lifestyle titles (Vogue, Allure, Glamour, GQ). Comparable to Who What Wear on fashion/beauty editorial and ad-sales dynamics, but operates at much larger scale and broader category scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights1 record

Customer concentration

• Xx.com/cliquemedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clique