The publisher of one of Australia’s leading digital beauty magazines has surprised fans by announcing that it will cease publication.
Gritty Pretty founder Eleanor Pendleton announced that May 10 will be the last day of publication after 10 years.
He said Gritty Pretty is entering a “new chapter” in which its creative content agency will be the sole focus of the business.
‘Like all businesses, we have faced challenges. In business, we must always continue to evolve and this new chapter will see our growing creative content agency Gritty Production come to the fore,” Eleanor wrote in an emotional Instagram. mail.
“Here we will continue to work closely with leading beauty, fashion, lifestyle and consumer brands to create captivating digital campaigns and brand stories that speak to audiences.”
Australia’s first digital beauty magazine, Gritty Pretty, will cease publication on Friday 10 May.
Gritty Pretty founder Eleanor Pendleton (pictured) made the announcement on Instagram saying she is entering a “new chapter” in which her creative content agency will be the sole focus.
She added that she is “excited” to have a more “hands-on” role and to spend more time with her family.
“Over the last decade, I have personally grown alongside Gritty Pretty and learned a lot about myself, as a woman and as a business owner,” Eleanor said.
‘Looking ahead, I am incredibly excited about what the future holds; new business projects (more on that soon), brand consulting opportunities and, above all, spending time with my young family and immersing myself in my favorite role of all: mother.’
10 years ago, from the small sunroom of her shared Sydney apartment, Eleanor founded Gritty Pretty, which now includes 40 issues and a podcast with over 400,000 downloads.
Stars like Khloe Kardashian, Drew Barrymore, Miranda Kerr, Hailey Bieber, Lily Collins and Jessica Mauboy have graced the covers over the years.
Stars like Khloe Kardashian, Drew Barrymore, Miranda Kerr, Hailey Bieber, Lily Collins and Jessica Mauboy have appeared on Gritty Pretty covers over the years.
“Behind every issue, article and podcast episode is a vast collective of photographers, motion directors, stylists, hair and makeup artists, editors, producers, writers, designers and assistants who have worked tirelessly to bring them to fruition,” said Eleanor .
“Our team, past and present, has been made up of some of the most brilliant, creatively gifted and professionally accomplished people imaginable.”
Fans of the beauty magazine shared their surprise at the end of the post, including former Masterchef judge Melissa Leong, model Rebecca Harding and TV personality Renee Bargh.
‘I am incredibly proud of you and to call you my friend. You are an inspiration and a force. I love you,” Renée responded.
‘It takes a lot of strength and determination to operate on your own terms for so long. Congratulations on producing such epic work. I wish you the best for what’s to come!’ Melissa wrote.