What's Good?
What's Good? Online is a UK-based lifestyle media platform publishing free editorial content on fashion, beauty, health, and lifestyle for women, monetising via affiliate commissions and display advertising through its WordPress site and social channels.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What What's Good? does
What's Good? Online is a UK-based digital lifestyle media platform founded in 2011 and operated by parent company Different Approach Media from London (Kemp House, 152-160 City Road, EC1V 2NX). The platform publishes SEO-optimised editorial content across fashion, beauty, health and wellness, entertainment, relationships, and lifestyle categories, targeting women and millennial readers seeking positive, uplifting media. Its distribution stack combines a WordPress-hosted website (whatsgoodonline.co.uk) with presence on Facebook, Pinterest, YouTube, Twitter, and Tumblr, and editorial work is produced by a small in-house team supplemented by external contributors and subject-matter experts.
The company monetises through two revenue streams: third-party affiliate referral commissions on products promoted within articles, and display advertising on the site. All editorial content is free to access, with no subscription, registration, or paywall model. Beyond articles, the platform offers a small portfolio of free digital products including the 30 Day Self Care Challenge (a structured daily program with email support and downloadable resources), Self Care Bingo (printable PDF cards), and a Glow Up Challenge checklist. The core team sits at 1–10 employees, and the brand has been positively featured in The Telegraph and The Guardian for its approach to youth media.
The business operates privately with no disclosed venture capital, private equity, or public ownership, and appears bootstrapped under Different Approach Media. Geographic reach is centred on the United Kingdom with global online distribution. No AI capabilities, patents, certifications, formal partnerships, or external funding rounds are disclosed in the available material.
What's Good? firmographics
Firmographics- Name
- What's Good?
- Legal name
- What's Good? Online
- Website
- https://whatsgoodonline.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- What's Good? Online is a UK-based lifestyle media platform publishing free editorial content on fashion, beauty, health, and lifestyle for women, monetising via affiliate commissions and display advertising through its WordPress site and social channels.
- Ownership category
- akta.pro rank
What's Good? industry classification
Industry- Product category
- Lifestyle Digital Media
- NAICS
- Broadcasting and Content Providers (516), Information (51)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Consumer Lifestyle & Fashion Magazines (MPAJAEAA)
- akta.pro secondary industry
- Health, Fitness & Wellness Magazines (MPAJAEAD)
Keywords
Where What's Good? is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
What's Good? business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Affiliate Marketing: The company earns commission when readers click on affiliate links and make purchases through those links. Products and services promoted align with the lifestyle content categories (fashion, beauty, health, wellness). No additional cost to the reader.
- Advertising: Third-party advertisements featured on the website, potentially incorporating cookies for targeted advertising purposes. Revenue generated from advertiser payments based on impressions or clicks.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
What's Good? product offering
Product offeringCore offering
What's Good? is a UK-based lifestyle digital media platform that publishes editorial articles, guides, and downloadable resources covering fashion, beauty, health and wellness, entertainment, relationships, and travel. The site is operated by Different Approach Media and monetizes its content through third-party advertising and affiliate marketing links to recommended products and services.
Product overview
What's Good? is a lifestyle content platform operated by Different Approach Media, offering free editorial content across fashion, beauty, health & wellness, entertainment, relationships, and lifestyle categories. The platform's core offering is its article-based content covering topics like skincare routines, festival fashion, self-care challenges, dating advice, and travel guides. The main products include the 30 Day Self Care Challenge (a structured digital program with community support) and Self Care Bingo (printable PDFs). The site operates primarily as an advertising and affiliate-supported publication.
Differentiator
Problem solved
Functional benefit
Products and services
- What's Good? Website A free, ad- and affiliate-supported lifestyle content website providing editorial articles and guides for women interested in fashion, beauty, health, wellness, entertainment, relationships, and travel.
- 30 Day Self Care Challenge A structured digital self-care program featuring 30 days of guided activities, email support, an exclusive community, and downloadable resources such as videos, templates, planners, and schedules for readers seeking self-improvement guidance.
- Self Care Bingo A set of 10 free printable PDF bingo cards designed around self-care activities for readers seeking accessible self-improvement tools.
- Glow Up Challenge A printable checklist and guide featuring 24 ways to glow up in one week, focusing on beauty, self-care, and confidence transformation for women seeking appearance and lifestyle improvements.
Quantifiable outcome
- Featured in The Telegraph and The Guardian as a positive media platform
Companies that use What's Good?
Customer profileSegments1 record
Ideal customer profiles1 record
What's Good? technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
What's Good? partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights2 records
What's Good? competitors and assessment
Company assessmentDirect peers
- POPSUGAR: Digital lifestyle publisher covering fashion, beauty, wellness, relationships and entertainment for a female audience — strong content and audience overlap with What's Good?.
- Refinery29: Large digital media brand focused on women across fashion, beauty, wellness, and lifestyle — overlapping content pillars and female-millennial audience with What's Good?.
- Well+Good: Wellness- and lifestyle-focused publisher covering self-care, fitness, and healthy living. Closely comparable to the Health & Wellness pillar of What's Good?'s site.
- Byrdie: Beauty and wellness-focused lifestyle publisher monetising via affiliate links and brand partnerships. Direct comparable for the beauty/self-care half of What's Good?'s editorial.
- Who What Wear: Digital fashion and lifestyle publisher targeting style-conscious women via SEO-driven editorial. Closely comparable to What's Good? in category mix (fashion, beauty, wellness) and content-led monetisation model.
- The Everygirl: Lifestyle site for career-driven women covering fashion, beauty, wellness, relationships, and travel. Mirrors What's Good?'s horizontal-lifestyle approach and female target reader.
- SheKnows: Digital lifestyle publisher for women covering beauty, wellness, parenting, relationships, and entertainment — directly overlapping categories with What's Good?.
- Her Campus: Lifestyle and self-improvement media brand targeting female students and young millennials. Comparable audience profile and lifestyle/self-improvement content mix.
Broad incumbents
- Cosmopolitan: Major women's lifestyle magazine brand with extensive digital presence across fashion, beauty, wellness, relationships, and entertainment. Comparable content mix and female audience, but at much larger scale.
- Good Housekeeping UK: Established UK legacy women's lifestyle brand spanning beauty, health, home, and relationships. Comparable in topic breadth and UK audience, but with much larger editorial and brand resources.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
What's Good? social profiles
Digital presenceWhat's Good? financial estimates
Financial estimateRevenue estimate
Valuation estimate
What's Good? leadership team
Management profileNumber of profiles
Profiles3 records
What's Good? funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
What's Good? 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 What's Good?
What does What's Good? do?
What's Good? is a UK-based lifestyle digital media platform that publishes editorial articles, guides, and downloadable resources covering fashion, beauty, health and wellness, entertainment, relationships, and travel. The site is operated by Different Approach Media and monetizes its content through third-party advertising and affiliate marketing links to recommended products and services.
Is What's Good? a public or private company?
What's Good? is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was What's Good? founded?
What's Good? was founded in 2011. It employs 1 to 10 people.
Where is What's Good? based?
What's Good? is headquartered in London, United Kingdom, in the Europe region.
How does What's Good? make money?
Two revenue lines are on record. Affiliate Marketing is the primary driver. The others are advertising.
Who are What's Good?'s main competitors?
Direct peers on record are POPSUGAR, Refinery29, Well+Good, Byrdie, Who What Wear, The Everygirl, SheKnows and Her Campus. Broad incumbents are Cosmopolitan and Good Housekeeping UK.
Does What's Good? have an API?
No public API is recorded for What's Good?.
What industry is What's Good? in?
What's Good?'s product category is Lifestyle Digital Media. Its primary akta.pro industry code is MPAJAEAA, Consumer Lifestyle & Fashion Magazines, with a secondary code of MPAJAEAD, Health, Fitness & Wellness Magazines. Its NAICS code is 516 and its SIC code is 7310.