What PureWow does

PureWow (legal entity: Wow Media Products, Inc., d/b/a PureWow) is a digital lifestyle media company founded in 2010 and headquartered in New York. The company publishes editorial content across multiple women's lifestyle verticals—fashion, beauty, food, family, wellness, home, travel, entertainment, books, and tech—serving as a curated recommendation destination for women seeking vetted product and lifestyle guidance. Content is produced through a team of 11–50 employees under Editor-in-Chief Jillian Quint, VP of Editorial Content Candace Davison, and VP of News and Entertainment Philip Mutz, with formal expert contributors including medical, nutrition, and psychology professionals.

The underlying technology is a standard web publishing and CMS platform layered with affiliate-tracking infrastructure (cookies, pixel tags, and integrations with affiliate networks including Amazon Associates, RewardStyle, Skimlinks, and NMRKT). PureWow's editorial IP includes the PureWow100 scored review framework, recurring award programs (Happy Kid Awards, Readers' Favorites, Best Sleep Ever, Time-Saver Beauty Awards, and the 2026 Travel Awards), and a daily email newsletter. Distribution extends across owned website, email, and active social channels (Instagram, Facebook, TikTok, YouTube).

The business model is content commerce and advertising-led. The site is free to readers; PureWow earns affiliate commissions when readers purchase products through tracked links, plus revenue from sponsored content and advertorial email placements. The company's commerce performance is anchored on Amazon and other major retailers, and it has begun extending its award IP into B2B brand licensing via Wright's Media. PureWow is privately held and operates as a subsidiary within VaynerStudios, LLC (d/b/a Gallery Media Group) under the VaynerX umbrella; the company's most recent disclosed equity funding was a $2.5M Series A in May 2015 led by Pilot Group.

Name

PureWow

Legal name

Wow Media Products, Inc.

Website

https://purewow.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

PureWow is a New York–based digital lifestyle media brand for women, publishing editorial content across fashion, beauty, food, family, wellness, home, and travel. It monetizes primarily through affiliate commerce (Amazon Associates, RewardStyle, Skimlinks), sponsored content, and recurring award programs.

Ownership category

akta.pro rank

Product category

Women's Lifestyle Digital Media

NAICS

Broadcasting and Content Providers (516)

SIC

Miscellaneous Publishing (2741)

akta.pro primary industry

Developer & Open-Source Communities (MPACAJAK)

Keywords

• Lifestyle digital media
• Women's content publishing
• Affiliate marketing content
• Editorial brand publishing
• Lifestyle e-commerce media

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Commerce Revenue: PureWow earns commissions when readers purchase products featured in editorial content through affiliate links. The company participates in affiliate networks including Amazon Associates, RewardStyle, Skimlinks, and NMRKT. When a reader clicks an affiliate link and makes a purchase, PureWow receives compensation from the retailer.
2. Sponsored Content: PureWow creates custom sponsored content in partnership with advertising brands. This content is clearly labeled as 'sponsored' or 'dedicated' and is separate from editorial coverage. The company also sends 'advertorial' emails on behalf of sponsors, identified in subject lines.
3. Email Newsletter Subscriptions: The company operates a daily email newsletter ('The PureWow Daily Email') delivered to subscribers. Subscribers agree to receive occasional advertorial emails from sponsors as part of the subscription model.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

PureWow is a free digital lifestyle publication that produces editor-vetted content across fashion, beauty, food, family, wellness, home, travel, and entertainment verticals. It monetizes primarily through affiliate commerce commissions (Amazon Associates, RewardStyle, Skimlinks, NMRKT) on products featured in its editorial content, supplemented by sponsored/dedicated content partnerships and a daily email newsletter distributed to subscribers.

Differentiator

Problem solved

Functional benefit

Products and services

• PureWow Editorial Website Free online editorial publication delivering lifestyle content to women readers across fashion, beauty, food, family, wellness, home, travel, entertainment, and related lifestyle verticals, with affiliate-linked product recommendations.
• PureWow Daily Email Newsletter Daily email newsletter delivering curated lifestyle editorial content and product recommendations to subscribers; subscribers may receive advertorial emails from sponsors in clearly labeled subject lines.
• PureWow Shop Affiliate-linked shopping destination embedded within the editorial site where readers can browse editor-recommended products and complete purchases through external retailer partners.
• PureWow Award Programs Recurring editorial award programs (Happy Kid Awards, Readers' Favorites, Best Sleep Ever Awards, Time-Saver Beauty Awards, Travel Awards) that recognize top products across baby, toys, sleep, beauty, travel, and consumer lifestyle categories; winners are vetted by PureWow editors and, for Readers' Favorites, determined by sales data from affiliate channels.

Quantifiable outcome

• Products scoring below 75/100 do not receive standalone reviews, ensuring only quality items are featured
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Amazon AssociatescoreGTM or Marketing PartnerAffiliate partnership program where PureWow earns commissions when readers purchase products through affiliate links to Amazon. Amazon Associates is one of several affiliate networks PureWow participates in (also including RewardStyle, Skimlinks, and NMRKT). This is a primary revenue relationship.
• RewardStylecoreGTM or Marketing PartnerAffiliate marketing network partnership enabling PureWow to earn commissions on product recommendations. RewardStyle connects publishers with brand partners for affiliate commerce.
• SkimlinkscoreGTM or Marketing PartnerAffiliate commerce platform that enables PureWow to monetize editorial content through affiliate links. Skimlinks automatically converts existing links into affiliate links and provides access to multiple merchant partners.
• NMRKTminorGTM or Marketing PartnerAffiliate network partner for PureWow's commerce operations, enabling monetization of product recommendations through affiliate commissions.
• Wright's MediaminorGTM or Marketing PartnerAuthorized licensing partner for PureWow award badges and brand materials. Brands and companies wishing to license PureWow award seals or use award artwork must contact Wright's Media for licensing fees and permissions.
• VaynerStudios, LLC (Gallery Media Group)coreOthersParent company of Wow Media Products, Inc. (d/b/a PureWow). The Privacy Policy states PureWow is operated by, controlled by, or affiliated with VaynerStudios, LLC (d/b/a Gallery Media Group) and certain subsidiaries, affiliates, and entities that it controls. Gallery Media Group is under the VaynerX umbrella.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• POPSUGAR: POPSUGAR is a women's lifestyle digital media brand covering fashion, beauty, wellness, and entertainment with a heavily affiliate-driven commerce model. It is the closest direct competitor to PureWow in audience, vertical mix, and revenue approach.
• Refinery29: Refinery29 is a women's lifestyle publisher spanning fashion, beauty, wellness, and entertainment, monetizing via sponsored content, branded studios, and affiliate commerce. Highly comparable in audience and content verticals to PureWow.
• Who What Wear: Who What Wear is a fashion-forward women's lifestyle publication with strong affiliate monetization through its shopping vertical. Overlaps directly with PureWow in fashion, beauty, and shoppable editorial content.
• Byrdie: Byrdie is a beauty-and-wellness-focused lifestyle publisher under Dotdash Meredith. Its affiliate-heavy product review format, expert bylines, and women's audience make it a near-direct competitor to PureWow's beauty vertical.
• SheKnows: SheKnows is a women-focused digital publisher covering parenting, entertainment, lifestyle, and food with strong sponsored and affiliate monetization. Comparable audience profile and editorial mix to PureWow.
• The Everygirl: The Everygirl is a women's lifestyle publication covering careers, fashion, beauty, home, and travel with affiliate commerce. Smaller-scale but very directly comparable in editorial voice and audience.
• Apartment Therapy: Apartment Therapy is a home and lifestyle publisher with strong affiliate revenue through product recommendations and house tours. Directly comparable to PureWow's home vertical and award-style editorial programming.
• Cup of Jo: Cup of Jo is a women's lifestyle blog covering fashion, food, design, and motherhood, monetizing through affiliate links and brand partnerships. Comparable editorial model though smaller and more personal in voice.
• Well+Good: Well+Good is a wellness-focused women's lifestyle publisher with expert contributors and affiliate-driven commerce. Strong overlap with PureWow's wellness, food, and family verticals.

Broad incumbents

• BuzzFeed: BuzzFeed is a much larger diversified digital publisher covering news, entertainment, lifestyle, food, and commerce. While much broader in scope, its lifestyle and commerce segments overlap materially with PureWow's content categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/purewow
• Facebookfacebook.com/PureWow
• LinkedInlinkedin.com/company/1901962

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors10 records

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

M&A

Investments

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

Frequently asked questions about PureWow