In the digital age, fashion and beauty enthusiasts are turning to alternative sources for curated recommendations that go beyond the glossy aesthetics of social media platforms like Instagram and TikTok. Former journalists are creating online communities through Facebook groups and Substack newsletters to provide valuable insights for women seeking fashion, beauty, and lifestyle advice.
One such community is called “Gee Thanks, Just Bought It!” which has approximately 18,000 members on Facebook. Started by Caroline Moss, a former editor at Business Insider and producer at BuzzFeed, this community offers a platform for women in their 30s and 40s to share their shopping recommendations. Moss, who considers herself an influencer rather than the influencer, has a consumer recommendation podcast, newsletter, and Instagram account under the same name.
Other former journalists and magazine editors have also ventured into this space. Becky Malinsky, a former fashion editor at The Wall Street Journal, has gained over 25,000 subscribers to her weekly newsletter, “5 Things You Should Buy,” within a year. Kim France, the founding editor of Lucky magazine, has a Substack newsletter and co-hosts a podcast for women over 40. Elizabeth Holmes, a former retail reporter at The Journal, has created her own following through her Instagram and newsletter called “So Many Thoughts.”
These former journalists are now earning full-time salaries comparable to or even exceeding what they made in traditional media roles. Their recommendations hold significant influence over purchasing decisions. Moss, for instance, has surprised entrepreneurs with the sales generated from her endorsements. Malinsky, too, has contributed to the popularity of certain fashion items and triggered sell-outs online.
Many of these former journalists monetize their content through affiliate links, where they earn a small commission from purchases made through their recommendations. Affiliate links have become widely accepted online, particularly in women’s magazines. Holmes, for instance, relies on paid subscriptions to her newsletter, but also incorporates affiliate links and collaborations with brands.
These online communities provide a refuge for women who yearn for authentic reviews and real experiences, amidst the overwhelming amount of products available online. They want to know if the face roller actually works or if others have been targeted by ads for a specific eyeliner. These communities offer a sense of camaraderie and reassurance that goes beyond the superficiality of picture-perfect social media posts.
In the era of online shopping, these platforms serve as a fresh approach to consumer recommendations, where trust, authenticity, and relatability are at the forefront. They cater to women looking for guidance from fellow consumers, bringing a sense of community and practicality to the world of fashion and beauty.