• by Sara Guaglione , March 31, 2016

SheKnows Media announced Wednesday their intent to buy HelloFlo, a women’s health brand that offers advice and products for women and girls.

The acquisition is expected to close in April 2016. Financial terms were not disclosed.

Until the deal is closed, HelloFlo founder Naama Bloom will continue to oversee the business. She officially joined SheKnows Media this month as SVP of integrated marketing, responsible for developing branded content offerings.

“HelloFlo is a great addition to our brand portfolio, as it satisfies a considerable need in the marketplace for a credible-yet-approachable women’s health source,” stated Philippe Guelton, SheKnows Media’s CEO.

“[Naama] and her team’s dedication to normalizing the conversation around women’s bodies dovetails with our own mission of women inspiring women,” Guelton added.

Originally launched as a subscription service, HelloFlo provides care packages that support women and girls through transitional stages of their lives with helpful products and information.

The company produces popular videos like “Camp Gyno” and “First Moon Party,” aimed at educating and celebrating women at different stages in their lives.

Once SheKnows acquires HelloFlo, it will become the company’s flagship women’s health platform. The brand will continue to produce videos that provide advertisers with product integration. SheKnows will also continue to offer HelloFlo’s care kits.

SheKnows Media plans to expand Learn From Her, HelloFlo’s e-learning platform, and likely increase the number of available video course, quizzes and interactive content.

Bloom stated, “When I created HelloFlo, I wanted to be bold in our mission of initiating honest, straightforward conversation about the ‘unmentionable’ aspects of being a woman – something I believed to be sorely lacking the world of mainstream advertising and media. SheKnows Media also takes that bold, unapologetic stance.”

HelloFlo will be SheKnows Media’s third acquisition in two years - in November 2014, it acquired BlogHer, which doubled the combined company’s size and reach.

In August 2014, SheKnows purchased StyleCaster, a fashion and lifestyle site for millennial woman.