HelloFlo to be acquired by SheKnows Media
HelloFlo, the breakout women’s health brand that creates one-of-a-kind, brand-sponsored care packages (dubbed on the site as “kits for your ladybits”) to support women and girls through transitional moments, has been acquired by leading women’s media company SheKnows Media. Post-acquisition, HelloFlo will become SheKnows Media’s flagship women’s health platform. The deal is set to close in April 2016 and financial terms were not disclosed.
“HelloFlo is a great addition to our brand portfolio, as it satisfies a considerable need in the marketplace for a credible-yet-approachable women’s health source,” said Philippe Guelton, SheKnows Media’s chief executive officer. “Naama (Bloom — HelloFlo’s founder) and her team do an absolutely brilliant job creating smart-service content – from award-winning videos to their new Learn From Her platform. She and her team’s dedication to normalizing the conversation around women’s bodies dovetails with our own mission of women inspiring women.”
This is the third acquisition by the company in two years with BlogHer and Stylecaster becoming part of the portfolio in 2014. The company also runs the #Femvertising Award, designed to honor brands and agencies challenging gender norms — also the place where Bloom and Samantha Skey, SheKnows Media president and chief revenue officer, met for the first time.
“I am inspired by Naama and HelloFlo for bringing humor and awareness into a space that so desperately requires innovation,” noted Skey. “To empower women to live healthier, more productive and fulfilling lives, we need to communicate openly about health issues throughout all life stages. Naama brings a fresh perspective and breadth of branded-content experience to the table, and I could not be more thrilled that, under her leadership, we will continue to bring intuitive branded content solutions to top advertisers.”
Bloom added, “When I created HelloFlo, I wanted to be bold in our mission of initiating honest, straightforward conversation about the ‘unmentionable’ aspects of being a woman – something I believed to be sorely lacking the world of mainstream advertising and media.”
HelloFlo received a good deal of publicity and several awards for their content, including videos such as “The Camp Gyno," "Period Fairy" and “First Moon Party,” which collectively have garnered over 50m YouTube views.