The editor of one of Australia’s leading digital beauty magazines has shocked fans after announcing it will be ceasing publication.
Gritty Pretty founder Eleanor Pendleton has announced that May 10 will be the last day of publication after ten years.
She said Gritty Pretty is entering a “new chapter” in which the creative content agency will be the sole focus of the company.
‘Like any company, we have faced challenges. In business we must always evolve and this new chapter will see our growing creative content agency Gritty Production come to the fore,” Eleanor wrote on an emotional Instagram page. after.
“Here we will continue to work closely with leading beauty, fashion, lifestyle and consumer brands to create compelling digital campaigns and brand stories that engage audiences.”
Australia’s first ever digital beauty magazine, Gritty Pretty, will cease publication on Friday, May 10
Gritty Pretty founder Eleanor Pendleton (pictured) announced on Instagram that it is entering a “new chapter” in which the creative content agency will be its sole focus
She added that she is “excited” to take on a more “hands-on” role and spend more time with her family.
“Over the past ten years, I have personally grown with Gritty Pretty and learned so much about myself – both as a woman and as a business owner,” said Eleanor.
‘Looking ahead, I am incredibly excited about what the future holds; new business ventures (more on this soon), brand consulting opportunities, and most of all, spending time with my young family and diving into my favorite role: mother.”
Ten years ago, from the small conservatory of her shared Sydney apartment, Eleanor started Gritty Pretty, which now contains 40 songs as well as a podcast with more than 400,000 downloads.
Stars like Khloe Kardashian, Drew Barrymore, Miranda Kerr, Hailey Bieber, Lily Collins and Jessica Mauboy have graced the covers over the years.
Stars like Khloe Kardashian, Drew Barrymore, Miranda Kerr, Hailey Bieber, Lily Collins and Jessica Mauboy have graced the covers of Gritty Pretty over the years
“Behind every issue, article and podcast episode is a vast collective of photographers, motion directors, stylists, hair and makeup artists, editors, producers, writers, designers and assistants who worked tirelessly to create them,” said Eleanor.
“Our team – past and present – consisted of some of the most brilliant, creatively gifted and professionally outstanding individuals imaginable.”
Fans of the beauty magazine shared their shock at the end of the publication, including former Masterchef judge Melissa Leong, model Rebecca Harding and TV personality Renee Bargh.
“So incredibly proud of you and to call you a friend. You are an inspiration and a force El. I love you,” Renee responded.
‘It takes a lot of strength and determination to operate on your own terms for so long. Congratulations on producing such an epic body of work. I wish you all the best for what’s to come!’ Melissa wrote.