Who What Wear
Who What Wear is a fashion and beauty digital media brand operating a content-and-commerce platform that publishes editorial trend coverage, celebrity style, shopping guides, and affiliate product recommendations for style-conscious consumers in the US, UK, and Australia.
- Company typePrivate
- Founded2006
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Who What Wear does
Who What Wear is a fashion and beauty digital media brand founded in 2006 and operated as part of Future US Inc., a subsidiary of the publicly traded UK media group Future plc (LSE: FUTR). The company runs a content-and-commerce platform centered on whowhatwear.com, publishing daily editorial on fashion trends, celebrity style, beauty (skin, hair, makeup, nails, fragrance), shopping guides, and adjacent lifestyle verticals including living, travel, home, wedding, and parenting. Its audience is style-conscious consumers in the US, UK, and Australia, reached through the owned website plus a diversified distribution footprint spanning Instagram, TikTok, Facebook, Twitter/X, YouTube, Pinterest, an email newsletter, a podcast, and an Amazon storefront.
The core product is the editorial website, supported by five adjacent offerings: the Who What Wear Podcast (hosted by co-founder Hillary Kerr), a print-style Lifestyle Magazine distributed via Amazon subscription, an Editors in Residence editorial series, a 2026-launched Livestream Shopping feature for real-time video commerce, and the Who What Wear Newsletter. The underlying technology stack is not publicly detailed; the platform appears to be built on Future plc's shared CMS infrastructure, with editorial produced by in-house fashion editors and augmented by named external experts (dermatologists, aestheticians, celebrity makeup artists).
The business model is a content-and-commerce hybrid. Monetization is driven primarily by affiliate-linked product recommendations across shopping guides, supplemented by display and programmatic advertising, branded content, commerce partnerships (notably Amazon Prime Day coverage), and subscription revenue from the Lifestyle Magazine. Pricing for the print magazine starts at $1.29 on Amazon. There is no disclosed direct consumer subscription product on the website, no enterprise customer base, and no disclosed revenue or ARR figures in the source data. The company has raised $8 million in a single 2015 funding round from investors including Amazon, Bertelsmann Digital Media Investments, Greycroft, Lerer Hippeau, Mesa Ventures, Advancit Capital, and Double M Partners, and reports 51–100 employees.
Who What Wear firmographics
Firmographics- Name
- Who What Wear
- Legal name
- Future US, Inc.
- Website
- https://whowhatwear.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Who What Wear is a fashion and beauty digital media brand operating a content-and-commerce platform that publishes editorial trend coverage, celebrity style, shopping guides, and affiliate product recommendations for style-conscious consumers in the US, UK, and Australia.
- Ownership category
- akta.pro rank
Who What Wear industry classification
Industry- Product category
- Fashion and Beauty Digital Media
- NAICS
- Formal Wear and Costume Rental (532281), Clothing and Clothing Accessories Retailers (4581)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Consumer Lifestyle & Fashion Magazines (MPAJAEAA)
- akta.pro secondary industry
- Beauty & Grooming Magazines (MPAJAEAE)
Keywords
Where Who What Wear is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Who What Wear business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Distribution channels3 records
Marketing channels9 records
Who What Wear product offering
Product offeringCore offering
Who What Wear is an online fashion and beauty editorial publication that publishes daily trend coverage, celebrity style analysis, shopping guides, beauty content, and lifestyle articles. The platform monetizes this content primarily through affiliate-linked product recommendations and advertising, and also distributes a print lifestyle magazine via subscription on Amazon.
Product overview
Who What Wear is a fashion and beauty digital media publication offering a unified platform of editorial content and commerce features. The core product is the Who What Wear Website (whowhatwear.com), which aggregates fashion trends, celebrity style coverage, beauty content (Skin, Hair, Makeup, Nails, Fragrance), shopping guides, and lifestyle articles. Supporting modules include the Who What Wear Podcast (audio content), the Lifestyle Magazine (available on Amazon as a subscription), Editors in Residence (editorial profiles), Livestream Shopping (live video commerce), and the Who What Wear Newsletter (email delivery). The platform operates as a content-and-commerce hybrid, featuring affiliate product links and editor-curated shopping recommendations across all content categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Who What Wear Website The flagship digital publication platform featuring fashion trends, beauty content, shopping guides, celebrity style coverage, and lifestyle editorial aimed at style-conscious consumers.
- Who What Wear Podcast Audio content series hosted by Hillary Kerr covering fashion, beauty, and lifestyle discussions with industry guests, including the Second Life podcast segment.
- Who What Wear Lifestyle Magazine Print magazine covering fashion, beauty, and lifestyle content, distributed and sold via Amazon as a subscription starting from $1.29.
- Editors in Residence Editorial content series featuring in-depth profiles and behind-the-scenes coverage of fashion industry personalities and creative professionals.
- Livestream Shopping Real-time video shopping feature enabling audiences to watch and purchase featured products during live streaming events.
- Who What Wear Newsletter Email newsletter delivering curated fashion, beauty, and lifestyle content, shopping picks, and exclusive deals directly to subscribers.
Companies that use Who What Wear
Customer profileSegments1 record
Ideal customer profiles1 record
Who What Wear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Who What Wear partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
Who What Wear competitors and assessment
Company assessmentBroad incumbents
- Elle: Lagardère-owned global fashion, beauty, and lifestyle magazine; comparable audience profile and shopping content, with broader international edition footprint.
- Vogue: Flagship Condé Nast fashion title with dominant brand authority; overlaps with Who What Wear in trend coverage, shopping content, and beauty, but operates at a much larger editorial scale and price point.
- Harper's Bazaar: Hearst legacy fashion and beauty magazine with a strong digital presence; competes for the same premium fashion advertiser budgets as Who What Wear but with heritage brand positioning.
Others
- Net-a-Porter: Premium online luxury fashion retailer with a strong editorial content platform (Porter magazine); adjacent rather than direct competitor — useful as a comparable for the high-end fashion content-commerce model Who What Wear aspires to in shopping coverage.
Direct peers
- Refinery29: Digital-first fashion, beauty, and lifestyle publisher with strong female audience and shoppable content; competes head-on with Who What Wear for the same advertiser and affiliate commerce budgets.
- The Cut: New York Mag's fashion, beauty, and culture vertical; targets a similar urban, style-aware readership and competes for the same fashion and beauty advertiser spend.
- Popsugar: Multi-category lifestyle and fashion publisher with entertainment, beauty, and shopping content; closely comparable in audience demographics, content mix, and affiliate monetization model.
- PureWow: Lifestyle and shopping publisher owned by Future plc (sister brand to Who What Wear); directly comparable audience, content mix, and commerce-first monetization approach.
- Byrdie: Digital beauty and wellness publication operated by Dotdash Meredith, covering product reviews, trends, and shopping guides for a style-conscious female audience overlapping with Who What Wear's.
Emerging players
- Coveteur: Digital fashion and lifestyle publication focused on in-depth profiles and shopping content; smaller scale than Who What Wear but overlapping audience and editorial approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Who What Wear social profiles
Digital presenceWho What Wear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Who What Wear leadership team
Management profileNumber of profiles
Profiles2 records
Who What Wear funding detail
Funding detailFunding overview
Funding rounds1 record
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Who What Wear M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Who What Wear
What does Who What Wear do?
Who What Wear is an online fashion and beauty editorial publication that publishes daily trend coverage, celebrity style analysis, shopping guides, beauty content, and lifestyle articles. The platform monetizes this content primarily through affiliate-linked product recommendations and advertising, and also distributes a print lifestyle magazine via subscription on Amazon.
Is Who What Wear a public or private company?
Who What Wear is a private company. It is classified as corporate owned and is currently operating.
When was Who What Wear founded?
Who What Wear was founded in 2006. It employs 51 to 100 people.
Where is Who What Wear based?
Who What Wear is headquartered in Los Angeles, United States, in the North America region.
Who are Who What Wear's main competitors?
Broad incumbents on record are Elle, Vogue and Harper's Bazaar. Net-a-Porter is listed as an others. Direct peers are Refinery29, The Cut, Popsugar, PureWow and Byrdie. Coveteur is listed as an emerging player.
Does Who What Wear have an API?
No public API is recorded for Who What Wear.
What industry is Who What Wear in?
Who What Wear's product category is Fashion and Beauty Digital Media. Its primary akta.pro industry code is MPAJAEAA, Consumer Lifestyle & Fashion Magazines, with a secondary code of MPAJAEAE, Beauty & Grooming Magazines. Its NAICS code is 532281 and its SIC code is 5621.