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Introducing As/Is: The New Beauty & Style Brand From BuzzFeed

New Destination to Celebrate Individuality, Diversity and Body Positivity For BuzzFeed’s Massive Audience of Millennial Women

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New York, NY — March 6, 2018 — BuzzFeed today announced the launch of As/Is, an all-new beauty and style brand that will emphasize individuality, diversity, body positivity, and celebrate its audience for who they are – as is. As/Is launches Tuesday, March 6 across BuzzFeed.com/asis, Facebook, YouTube and Instagram — a footprint where BuzzFeed reaches 9 out of 10 Millennial women in the U.S. and attracts more than 340 million views worldwide every month across its beauty and style content.

“By listening to our audience, we’ve learned a lot about evolving attitudes toward beauty and style, and how they increasingly want to be empowered to be who they are, rather than told who to be,” said Peggy Wang, Editorial Director, BuzzFeed Media Brands. “As/Is as a brand recognizes that there’s self-expression and personal experience behind our beauty and style choices, and we aim to capture that in the most comprehensive and honest way possible.”

“The As/Is approach to beauty is like your non-judgy big sister who’s lived a little and who will encourage you to try new things, but will be there along the way as you make mistakes. There’s no right or wrong way to be you, and we accept you as you are, where you are. Our goal is to create content that makes you feel seen, and empowers you to be the authority on your own beauty,” said Essence Gant, Beauty Editor, As/Is.

As/Is is the first new brand launched under BuzzFeed Media Brands, the company’s newly formed division for its lifestyle brands, which also include Tasty, Nifty, and Goodful. At launch, As/Is will include original editorial and video content covering beauty, style, fashion and more, as well as a premiere slate of original digital series, including:

  • Ladylike covers the struggles and triumphs associated with being a woman, experimenting with everything from from periods, contouring and breast exams, to hair removal, fashion and beauty trends, photoshopping, and more! Ladylike aims to empower women through content that explores all facets of womanhood featuring Freddie Ransome, Chantel Houston, Devin Lytle, Kristin Chirico and Jen Ruggirello. Ladylike returns this Spring via YouTube.

  • Close Up is a new beauty profile series featuring A-list celebrities and tastemakers. Launched by beauty editor Essence Gant, the series will explore full-circle beauty as it relates to everything from skin care to self-perception and more. The series will launch with a profile of legendary makeup artist Pat McGrath.

  • Bogus Beauty will debut this spring featuring a team of beauty experts as they investigate - and sometimes debunk - pop culture’s biggest beauty and style mysteries. The Bogus Beauty crew will bring to life the craziest beauty and style moments in pop culture from the past and present to determine what’s legit and what’s bogus. Coming in Spring 2018.

  • Feed Famous will will bring together aspiring social influencers to compete in a bid to become a social star. Through a series of challenges, judged by a panel of celebrity guests including Amanda Steele, Isis King, Gabi Gregg and Ashley Nell Tipton, the series will culminate with the crowning of one winner, who will have the power of BuzzFeed’s cross-platform global network to help launch them into social stardom. Feed Famous will be hosted by BuzzFeed’s own Jazzmyne Jay. Have a friend you want to nominate for Feed Famous? Nominate them here! Coming in Spring 2018.

About BuzzFeed:

BuzzFeed is the world’s leading tech-powered media company, with a cross-platform news and entertainment network that reaches hundreds of millions of people globally. The company produces articles, lists, quizzes, videos, original series, and brands including Tasty, the world’s largest social food network. The company is also home to BuzzFeed News, a global news organization focused on original reporting and investigative journalism; and BuzzFeed Commerce, which develops social commerce products and experiences, as well as licensing and other strategic partnerships.