Harwood sees the path to success through brand building. “You have to be a true voice and true brand” to succeed, Harwood said. “You can’t be an overnight viral sensation. One of our main KPIs is brand awareness, where users are loving the content because it’s PureWow, and not some random aggregator.”
In contrast to Refinery29, which Harwood says focuses on fashion-forward millennials, PureWow attracts a slightly older audience, with a median age of 34. Its content encompasses broader lifestyle categories including fashion, beauty, lifestyle and home. It will further invest in travel content with the additional funding.
Raising money puts pressure on companies to offer up bigger returns, but PureWow’s growth trajectory means Harwood is not too worried about hitting his next goal: $50 million in revenue. PureWow is growing 100% year over year, with revenue in the solid eight figures.
“Everyone’s in the rat race right now for reach and scale,” Harwood said. “Even for Google and Facebook, TV is bigger than them. We want to focus on the brand first and staying true to the audience. Then we know we’ve built ourselves a very stable company.”