Time Inc. USA is set to launch The Pretty, a new standalone social video brand for a millennial and Gen Z audience that is passionate about beauty. Scheduled to debut this summer, The Pretty will leverage Time Inc.’s beauty portfolio, including HelloGiggles, People, InStyle, Real Simple, Essence, PeopleStyle and People en Español, and its audience of more than 50 million fans and followers on social media; approximately 52 million unique visitors per month, and nearly 20 million millennial unique visitors per month across the Time Inc. sites.

The Pretty marks the debut of Time Inc.’s latest social video brand. In March, the company introduced the food brand Well Done which has generated more than 155 million views in less than two months.

Sponsored by L’Oréal Paris and Maybelline New York, The Pretty will distribute approximately 10 new short form videos per week hosted by influencers, Time Inc. beauty editors, celebrity glam squads, and more, featuring beauty tutorials, expert tips and tricks, and product reveals.

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The Pretty in 'content creation'