Bobbi Brown has been tapped as editor in chief of Yahoo Beauty, with the cosmetics innovator promising to transform the site into a source of beauty tips and empowerment.
“I get to combine my interest in education and empowerment by curating amazing visual content that will teach women how to be their best selves,” Brown said in a statement. “Beauty is not just about makeup, it’s about lifestyle and confidence.”
Brown, the founder and COO of Bobbi Brown Cosmetics, will lead a retooling of the site that includes hiring new staff who are versed in beauty and makeup. She will also provide editorial direction and cook up original content.
Brown’s hire may be an indication that Yahoo CEO Marissa Mayer is one step closer to shuttering women-focused site Yahoo Shine. Mayer reportedly had plans in place to close the larger site and spin off several units with narrower focuses, according to Re/code. Yahoo Beauty had been a section of the larger Shine site.
Brown will start in her new role April 21. She joins a string of new hires that includes new entertainment and travel section chiefs Paula Forelich and Josh Wolk. Wolk was poached from Vulture, while Froelich is an award-winning journalist and the creator of the travel website A Broad Abroad.