Bobbi Brown is plotting her next move now that she’s no longer editor in chief of Yahoo’s online beauty magazine.
“I’m incredibly proud of the work my team and I have done over the past two years at Yahoo Beauty,” Brown, chief creative officer of Bobbi Brown Cosmetics, said in a statement. “It was a fascinating learning experience that allowed me the opportunity to create positive and inspiring content in the beauty space that empowered women to be their best, most confident selves. This has always been my philosophy, so I look forward to continuing to share this message in new and innovative ways.”
“As we simplify our business at Yahoo, our beauty coverage is going in a new direction,” said Martha Nelson, Global editor in chief of Yahoo in a statement. “We have appreciated Bobbi Brown’s expertise, her talent and the unique content she has brought to Yahoo’s audience.”
Yahoo said earlier in February that it would close or merge digital magazines, including Yahoo Food and Yahoo Health. The company had a $4.3 billion loss for the fourth quarter, with a 10 percent decrease in paid clicks. Yahoo Beauty is not closing, according to a Yahoo spokeswoman.
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Brown’s departure comes nearly two years after Yahoo brought her on board as part of the push to create digital magazines. Her appointment came during a busy hiring period for Yahoo’s chief executive officer Marissa Mayer, who also brought Katie Couric in as global anchor.
At the time, Brown told WWD: “They’ve given me free reign to create a modern platform, and I’m very excited about teaching women and learning new things myself. Yahoo has more than 800 million users, and it’s a great opportunity to get smart, approachable news out to a wide variety of women.”
“Beauty isn’t about looking perfect; it’s about celebrating your individuality,” she said in 2014. “I already create a lot of content with social media, but my interest in beauty isn’t just about cosmetics. That’s what excited me about this opportunity. Beauty for me is lifestyle, empowerment, what you eat — so many things.”
Under Mayer, who joined the business in 2012, Yahoo has been undergoing a turnaround that has had the company undertaking a slew of acquisitions, including Tumblr, considering and then nixing a spinoff of its stake in Alibaba and planning to lay off 15 percent of its staff in the coming year. The business is also under pressure from activist investor Starboard Value LP, which urged “significant change” and threatened a proxy battle in an open letter to shareholders if Yahoo didn’t change up its strategy.