Congratulations on the recent revamp and the 10-year milestone! Can you share more about what TheBeauLife is and what sets the publication apart in the market?
TheBeauLife is inspired by our deep focus on beauty, and our furthered expansion into the lifestyle category. We delve into topics that include but are not limited to mental wellness, empowerment, and sustainability on a wider scale. In essence, TheBeauLife’s content is the practical expression of a dignified goal to live a beautiful life, your way. Our sense of community and our mission to create meaningful connections have always been at the heart of what we do. To date, there are over a million #clozette and #clozettteid community hashtagged posts on social media – a living testament to the vibrant community we have built. We take a strategic approach to our relationships, communication and interactions with our readers, followers, and creators, and work collaboratively with them to create content. Few publications have such a strong emphasis on community, and we are proud to be among them.

What was the main drive and motivation behind the revamp of TheBeauLife?
As our readers change with the times, we've made it our mission to adopt a holistic approach towards being a beauty and lifestyle destination that represents our readers' ethos for uncomplicated living in a world filled with transformation. While we will continue delving deeper into topics of concern, we want to keep the overarching message simple and meaningful.

What are some of the biggest achievements the title has attained in the past 10 years?
Over the past decade, Clozette has evolved from a single content platform to become a digital marketing company that has grown and nurtured multiple brands that include Clozette.co (now known as TheBeauLife.co), CoolJP, Creators Collective, and more. We are proud that our ability to understand and connect with ever-evolving consumers in the region have earned us funding from marquee investors that include the Japanese government. The revamp of our flagship content platform will pave the way for a new movement: #TheBeauLife. We are excited and confident to once again rally, grow, and foster our community towards a beautiful life, on their own terms.

Can you name some of the more challenging moments you've faced when it comes to producing editorial content for TheBeauLife?
One of the challenges we’ve faced and will continue to tackle when it comes to producing content pertains to understanding how our users are consuming content right now. Content is no longer just about unadorned text; it takes on myriad different formats from videos to quizzes and polls. When we began planning for the content on TheBeauLife, the key question has always been: “What is important to the people we reach, and what kind of content would resonate with them?” With this in mind, we’ve since expanded into different types of formats and channels such as BeauTea Talk, a YouTube video series that serves as a candid gateway to the world of beauty. In addition, we are unveiling other partnership formats via new avenues that include TheBeauClub, our rejuvenated beauty club programme through which our most fervent beauty enthusiasts have been able to get first dibs on samplings and trials of the hottest beauty launches. We engage with TheBeauClub members through Telegram to push relevant content and interesting deals directly to their mobile devices. We are also currently in strategic partnership talks with social platform partners and look forward to sharing more in time to come. When it comes to content, it’s about delivering the right message at the right time, in the right format, on the right device.

Any top tips for PR professionals who might want to make a pitch to you?
Refrain from mass-sending your pitch without understanding the publisher and our audience profile first. Tailoring your message to address the publisher directly to make your communication more personable is always a nice bonus.

What do you hope your audience takes away from reading the content published on TheBeauLife?
We want our readers to feel informed and empowered to make an impact, be it for themselves or the world in some way, however small. Whether it’s to make a decision to purchase that moisturiser for their dry skin type or be inspired to embrace a sustainable lifestyle, we hope for them to learn something while being entertained, such as through our tongue-in-cheek BeauTea Talk YouTube video series where our hosts “spill the tea” on beauty.

What are some exciting stories that you've planned for the new editorial calendar?
International Women's Day (IWD) has always been a key annual occasion for us, especially because empowerment is one of our key content pillars. Do keep an eye out as we unveil a special story that shines the spotlight on female movers and shakers from all walks of life this March – we plan for this to become an evergreen feature piece on TheBeauLife.