Publication Profile: ZULA

Publication Profile: ZULA

1. Tell us more about ZULA - what does it aim to achieve, and what makes your publication different from others in the beauty and fashion industry?
ZULA caters to open-minded Singaporean millennials and Gen Zs. We produce content across different platforms to celebrate both mainstream and alternative perspectives, empower females and provide a safe space for opinions to be heard. We also aim to bridge the communication gap and shift mindsets surrounding less mainstream topics in Singapore, so as to challenge and reshape stereotypes of females and millennials. Lastly, we feature buzz-worthy beauty, lifestyle and fashion content which appeals to millennials and Gen Zs.

What sets us apart from other publishers is our uninhibited nature to cover unconventional topics in Singapore, including stigmatised characters and social groups such as single mums, sex workers and the LGBTQ+ community. We also voice out about causes such as sustainability, and the #MeToo movement.

2. What sort of content do you publish and what are the different series your team is working on?
Our approach to content varies across the different platforms as they cater to our different community groups.

For articles, they are categorised into four main content pillars, namely Beauty, Fashion, Lifestyle and Perspectives. These include both news posts and long-form articles based on personal stories, crowd-sourced opinions and interviews.

Our YouTube channel adopts discussion-based content, often featuring opinions on pop culture and current affairs. We find this to be an impactful platform to highlight topics less discussed and some of these include mental health awareness, and our Ask ZULA series, where we speak to interviewees to share their unique life experiences.

For our social platforms such as TikTok and Instagram, we engage our community through street-style interviews to gather engaging on-ground opinions.

3. Who is ZULA's target audience?
Our biggest target audience is females aged between 25 to 34 for our website and YouTube content, and 18 to 30 for our TikTok social content. These essentially include working women with spending power, singles, as well as young wives and mothers.

4. What kind of image do you want your readers to have of ZULA?
To be the leading media platform that shares alternative perspectives and lifestyle stories in Singapore relating to a female and millennial audience. Think of us as the go-to confidante in her circle of friends - engaging, personable, witty and well-read.

5. What key trends or sectors are you following at the moment?
We are always on the lookout for strong, perceptive individual and community voices. These voices should lend perspectives on topics such as what a relationship “break” means to females in Singapore, to first-hand accounts of couples with large age gaps.

Our entertainment and pop-culture-based coverage change often as it depends on what’s currently trending.

6. Are there any exciting plans in 2023 that readers can anticipate?
ZULA is looking to expand our social media presence with more diverse content in the second half of 2023. We also recently launched Women At Work - a new monthly article series that shines a spotlight on game-changing women making a mark in their careers.

7. Are there any PR pitches you’d like to receive more or less of? How can PRs work with ZULA?
We curate our content based on what has proven to resonate well with our readers - ranging from personal perspective stories to the latest Starbucks merchandise collection. We would definitely appreciate first dibs on the latest buzz-worthy promotions and collections for beauty, lifestyle and fashion products and services.

Answers submitted by ZULA's editorial team.

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