Katherine Power Hiliary Kerr

HELLO, BYRDIE: Online beauty platform Byrdie has crossed the pond, and this week launched a local British site that offers a range of shoppable beauty products and content for the U.K. audience.

“We really wanted to bring more fresh and relevant beauty content to the readers here. There seems to be a white space for Byrdie, which has a unique and accessible voice, but is still aspirational. We’ve gathered a lot of market feedback and I’ve spent a lot of time in Europe with advertising partners. So far the reception has been tremendous. It’s such a nice buzz,” cofounder Katherine Power told WWD, adding the decision to expand to the U.K. came from research of the reader base. “We looked internationally to see where the most engagement and the largest audience was, and the U.K. was at the top of the list.”

Launched in 2013, by Power and Hilary Kerr, Byrdie is a beauty-focused platform featuring shoppable content. Byrdie is under the Clique Media Group umbrella which includes Whowhatwear.com and Mydomaine.com. The company reports 33 million monthly unique visitors across all Clique Media Group platforms.

Byrdie.co.uk launched with 75 percent local content for the U.K. audience, with a focus on local tastemakers, celebrity trends, how-to videos alongside content from the U.S. site. Editorial staff is based in London, with the sales team in Paris. Amy Lawrenson, formerly of Women’s Health and Elle oversees the U.K. team. Over the next year, the company plans to make up to six hires, in social media, editorial, copy and support for the advertising team.

Last month, the company launched all three of its editorial properties in Australia, with plans to land in France in 2016. The company also plans to launch its own beauty products. “Don’t be surprised if there is a Byrdie beauty line announcement next year,” Power added.

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