StyleCaster Acquired by SheKnows Media

The fashion and beauty site has found a new home.
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Eliza Brooke
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The fashion and beauty site has found a new home.
Ari and David Goldberg. Photo: Cindy Ord/GettyImages

Ari and David Goldberg. Photo: Cindy Ord/GettyImages

Another day, another media shuffle? The fashion and lifestyle site StyleCaster has been acquired by the Scottsdale, Ariz.-based SheKnows Media. Both companies announced the deal on their sites, although they did not disclose financial details of the transaction.

StyleCaster Group CEO Ari Goldberg, who founded the site seven years ago with his brother David, tells us that the team had been in sales talks with a number of different companies over the course of the last year. StyleCaster reached profitability in the second quarter of the year.

Both Goldbergs will stay on through the transition — David, now StyleCaster's President, will continue running operations, while Ari will continue in a founder capacity — as will the rest of the StyleCaster team. They will not, Goldberg notes, be moving to Arizona.

For SheKnows Media, which operates a number of women-targeted sites focused on parenting, food, beauty and entertainment, the acquisition fills in the missing part of its coverage: fashion. Goldberg says that from StyleCaster's perspective, moving under the SheKnows umbrella removes the pressure of having to appeal to a broader audience and and allows it to concentrate solely on fashion and beauty.

"Now we don't have to be everything to everybody," Goldberg says. "Our team can focus on what they're good at."

StyleCaster's full host of properties, which includes Beauty High, Daily Makeover, The Vivant, and Makeover Solutions in addition to StyleCaster itself, will also come under the new management.