I'm ready to invest in your beauty newsletter.
Give me secret potions, hidden doors, and reviews of going under the knife.
This is a manifestation: if 2024 was the year of the fashion newsletter, 2025 will be the year of the beauty newsletter. And if things go as I hope, these newsletters will be full of secrets — healers behind hidden doors, estheticians with no Instagram accounts, detailed explanations of how lip filler does and doesn’t migrate, stories about how jars and tubes and bottles are designed, reviews of treatments that are honest. I’ve seen way too much content around gifted treatments and products this year, and I’m ready to get a little realer. Gatekeep, paywall, limit access — I’ll swipe my card for this content, when done well.
A few months ago I was in the backyard of Borgo for the Selling Sexy book party. I met
(writer and author of Glossy), and I confessed to her that three months prior I saw her on a ferry going from Paros to Mykonos, but I didn’t say hi. I was panicking about a transfer to another island called Folegandros. After we got that out of the way, she told me she had an idea to write a beauty newsletter, which I fully supported.This week, she launched
, a weekly beauty newsletter on Substack. I texted her last night to find out more about what readers can expect from it, and this is what she told me:“Soft Power is a weekly newsletter about beauty, which is a wide and expansive term that could look like anything from a discussion of whether I should fulfill my fantasy (fate?) of a single-issue presidential campaign around updating sunscreen regulation or reporting from the most austere spa in the world to an investigation and community-wide reckoning on Botox blindness. I have already ordered a homemade cream I have only encountered via flyers around the Upper East Side. Pretty sure it will either burn off my flesh or solve all my problems. Maybe both?”
This will be a good addition to my existing beauty and wellness media diet which currently includes: