• by Sara Guaglione , June 15, 2016

StyleCaster, part of SheKnows Media will invest heavily in developing its beauty content, bolstered by the recent hire of Allure’s former senior digital editor Lauren Caruso as StyleCaster’s new beauty director.

Under StyleCaster’s editor-in-chief Jessica Teves’ guidance, Caruso will be responsible for spearheading the brand’s renewed emphasis on beauty, creating tentpoles, programs and advertiser offerings.

“My new role is about expanding the beauty presence and speaking to the modern woman with a story - that’s been missing in the beauty content here,” Caruso told Publishers Daily.

She said that instead of treating beauty as an “isolated experience,” she wants to reimagine the content to make it part of the larger narrative at StyleCaster and its other lifestyle verticals.

“We are revamping the strategy so that it is intertwined with the style minded content,” Teves told PD.

After their flagship fashion content, beauty is StyleCaster’s second-highest-performing vertical. Teves added that the content will be “modern” and “service-oriented,” such as long-form pieces on products and building content specifically for platforms like newsletters, social media and video.

“It will be very reactive content based on what’s trending in the marketplace, what’s happening in pop culture. What cuts through the clutter in the marketplace is what gives it a strong point of view,” she said.

The emphasis on the beauty vertical will be a collaborative effort at StyleCaster, meaning existing staff will help increase coverage for now. “We will be fine tuning content and find out what works and driving conversation,” Caruso added.

Come 2017, there may be opportunity to increase staff for the beauty vertical, Teves suggested.

Previously, Caruso worked as an editor at Refinery29.