New beauty network, website in 2011

Smith says she began thinking seriously about the possibilities two years ago. "I was becoming frustrated with the limited magazine offering in the category. I was fortunate to have been involved when Media24 launched some of its women360 titles online and immediately felt an affinity with the environment because digital media and the cosmetics industry are very similar. They're both fast-paced and constantly innovating."

"The medium is not static but changes dynamically and it allows for unlimited content that can be selected according to needs and interests," adds Massenz.

"While discussing my concept and business plan, we found that we had been working on similar ideas," continues Smith. "We combined the best of these and, working together with other handpicked journalists, creative specialists and production professionals, we've formed The Pretty Network.

"We've been working with women and for women for so long that our goal is to create a brand that allows us to get closer to them. We want to share our delight in, and knowledge of, the industry in an uplifting way, through the website, social media, events with well-known brands or women's groups, on television or radio. Brand custodians and readers alike value our experience and our ability to look beyond the superficial into the heart of the subject, the industry and its product, but nevertheless communicate in an non-intimidating, friendly, knowledgeable and informative manner.

"At every level, whether retail or journalistic, the conventional channels of the cosmetic industry are changing and women demand closer interaction with those they choose to engage with. We are perfectly positioned and experienced to embrace the challenges that these changes bring," she concludes.