'RealSelf' Taps 'NewBeauty,' 'Shape' Alums For Editorial Launch

Another body-focused company and platform has tapped beauty publishing vets to take its offerings to the next level.

RealSelf, a website that provides resources for people considering cosmetic medical procedures, announced this week that Tara Kraft and Carolyn Hsu will join as it moves to revamp its content and expand editorial.

Kraft joins RealSelf following positions with Glamsquad and Travelzoo. She brings two decades of experience in the beauty and lifestyle space with her, including four years as the EIC of Shape magazine, where she also served as editorial director of Fit Pregnancy and Natural Health.

Kraft will shape RealSelf’s editorial voice and point of view across the site and also act as a spokesperson across social media and traditional platforms.

“Moving to the digital space from traditional media and magazines is extremely exciting because we can move at a faster pace,” Kraft told Publishers Daily. “Plus, we can get direct feedback from our consumers in real time, allowing us to quickly understand what content is resonating with our audience.”



Hsu comes to RealSelf from NewBeauty, whose audience she grew by more than 300% in four years as head of digital. She  also served as editorial director of L’Oreal’s Make.com, where site traffic tripled during her tenure.

At RealSelf, Hsu will take on editorial development while deepening the company’s offerings of video and branded content. She will also lead strategy across content marketing.

“The medical aesthetics market continues to experience rapid growth and more consumers than ever are seeking unbiased information about how cosmetics treatments fit into their beauty routine,” said Hsu.

Kraft and Hsu’s appointments follow a round of funding at RealSelf in April 2018 that raised $40 million dollars. The round, its second only following a first effort of $2 million in 2008, was led by VC firm Elephant.

The funding will infuse the business with new capital as it takes on its editorial launch, the first in a series of updates to come.

RealSelf’s announcement follows news from health club The Well earlier this month revealing that it had tapped former Cosmopolitan EIC Michele Promaulayko to serve as its first editorial director at large, as it begins to expand into editorial content.

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