Gen Z media platform woo has launched as both a platform of agnostic editorial proposition and a marketplace. Backed by ITV's Studio 55, the platform will deliver practical and entertaining daily content and feel-good products, taking its audience on an unexpected journey into music and film, fashion, art and culture, mental health and drugs — all through the lens of wellbeing.

Founded by its CEO Stephen Mai (ex-LADbible, i-D, Vice, Boiler Room, ASOS), the editorial team includes head of editorial Shannon Mahanty, who was previously entertainment director at Grazia UK, senior editor Anna Cafolla, and editorial assistant Eve Walker. Mary Steven aka ‘Oatmilk Leader’, has joined as TikTok editor.

woo’s mood-enhancing marketplace will launch in September with gender-neutral street wear and exclusive woo capsule collections, skincare and homeware products to boost your mood, to Good Rays CBD gummies, wavey casa candles & homeware and sexual wellness from Self&More.

woo will remain consciously commercial-free during its launch phase, and beyond that it will have limited advertising across both editorial and marketplace. woo will instead use its marketplace and Woo IP generated video content as its key revenue drivers.

As well as being streamed on ITV Hub, woo’s Hero video content will be distributed across its social channels and at the newly launched woo.itv.com. Each hero show will be supported with a wider editorial experience including think pieces, shoppable content, and interviews