• by Sara Guaglione , November 12, 2015

Lee will replace Allure magazine’s Linda Wells as editor-in-chief, "effective immediately."

Wells held the position for 24 years, since the founding of the magazine in 1991. She will remain on the masthead as "founding editor."

Condé Nast president Bob Sauerberg stated that with Lee's hire: "We begin a new phase of innovation for the brand," adding that Lee's appointment paves the way "for the next wave of consumers who crave interactive beauty content." 

Lee’s appointment implies a new start for Allure, and her background in digital publishing — as well as Sauerberg’s comments about “interactive beauty content” — suggest the publication will focus on their digital presence with vigor.

The magazine is facing increasing competition from beauty-focused online publications, such as Into the Gloss,Byrdie and XoVain.

Lee was editor-in-chief and chief marketing officer of Nylon Media, where she oversaw all editorial content, native advertising and marketing for Nylon, Nylon Guys and Nylon.com.

In September, Nylon hit 4.2 million organic unique visitors to nylon.com, up from 500,000 a year ago.

In an email to staff, Sauerberg said that Lee will focus on “reimagining the brand for a new millennial audience." Sauerberg added in the email that Wells' exit from Allure has been in the works for some time.

"Earlier this year, when we celebrated her incredible 25-year anniversary, Linda Wells and I pridefully reflected on her success and her invention of Allure,” he wrote. “Over time, we came to realize that we would need to identify the next, new voice in beauty.”

Wells started her career as an editor at Vogue, where she wrote about beauty, health, and wellness. She was a beauty editor at The New York Times Magazine before founding Allure. In 2009, she got the No. 5 spot on Forbes's "The Most Powerful Fashion Magazine Editors" list.