Beauty-based online media company Total Beauty Media has bought up LimeLife, which is behind the women-focused lifestyle site and mobile property of the same name. Total Beauty CFO Jordan Posell tells us the deal is part of his company’s strategy to go after other verticals that its advertisers are also interested in.
Total Beauty’s flagship is TotalBeauty.com, which focuses on product reviews and how-tos. It also owns BeautyRiot, which is aimed at a younger demographic. Earlier this year, it partnered with Break Media to launch male-focused style site ModernMan.
LimeLife features a mix of celebrity news, fashion tips and product reviews — all aimed at 25-44 year-old “savvy” women — on its desktop site, as well as a corresponding mobile property. LimeLife started out as a women-focused mobile content firm and indeed its biggest presence remains in mobile. In December, for instance, it claimed one million monthly visitors to its mobile site, compared to 700,000 to the desktop version.
Posell says the deal will give Total Beauty additional “mobile expertise,” saying the company’s current mobile presence is “tiny.” Posell says that while LimeLife’s mobile audience was growing, its desktop audience was flat. “They’ve been at it for awhile,” he said. “We saw the opportunity to do a synergistic acquisition. They saw an opportunity to get more value (out) of their enterprise by hitching their wagon to a bigger, faster horse.”
Total Beauty has raised $16 million in funding; LimeLife had raised at least that amount, including most recently $1 million in November 2009. The purchase price wasn’t disclosed. LimeLife CEO Kristin McDonnell will stay on as a consultant to Total Beauty.