In The Know by Yahoo Launches Style Vertical with Original Fashion and Beauty Programming

In The Know Expands Original Shoppable Content with New Vertical, Original Programming and Livestream Fashion and Beauty Content for Millennials and Gen Z

‍NEW YORK, NY - September 7, 2021 - Today, In The Know by Yahoo announced the launch of In The Know Style, a new fashion and beauty vertical featuring original shoppable series that bring the In The Know audience more of the style stories they love, with a focus on shoppable content, diverse voices, industry up-and-comers, expert tutorials and more. Timed to New York Fashion Week, the In The Know Style new series highlights the trends and talent important to Gen Z audiences and further expands the In The Know commitment to sharing meaningful and relevant commerce content with consumers.

Beyond creating content that’s both shoppable and entertaining, In The Know is dedicated to using its platform to showcase diverse voices, brands, and perspectives. The In The Know September Digital Cover features fashion designer Brandon Blackwood in conversation with Elaine Welteroth on creating a more inclusive luxury market, and his experience becoming a Black luxury visionary. This marks Blackwood’s first-ever cover.

In The Know will debut five new original series with In The Know Style, including In The Know Beauty School with Patrick Ta and In The Know Hair School with Justine Marjan; featuring instructional and inspirational videos highlighting the biggest products and trends in hair care, makeup and skincare. In The Know Style Changemakers will showcase young, diverse, rising stars in the fashion industry such as designers Kim Shui, Batsheva and Private Policy and Third Crown, in addition to CFDA finalists Theophilio and House of Aama. In Treat Yourself, In The Know contributor Melanie Sutrathada tests and reviews the most luxurious self-care products and tests splurges. In The Know Upcycled will guide viewers through transforming everyday items into trendy, innovative fashion pieces, with host Andrew Burgess, a sustainable designer on the wonders of upcycling fashion. This new programming is in addition to In The Know's current list of Style Contributors including Remi Bader and Lauren Caruso.

In addition to the In The Know engaging fashion, beauty, and hair content and tutorials, the In The Know Style new original series will include a weekly live shopping show with Julia Webb on up and coming designers and can't-miss sales and deals. Live shoppable video has been a success for In The Know since the brand began piloting the experience this past spring. Today, the In The Know livestream shopping programs meet viewers where they are, entertaining shoppers, and empowering brands to connect with consumers through meaningful interactions.

In The Know Style will also cover New York Fashion Week programming at launch with guides on how to get the look for less, runway beauty hacks and more.

“Commerce is at the core of the exponential growth of In The Know over the last year, and the launch of In The Know Style is a natural extension of our strategy of bringing entertainment-driven, authentic, and shoppable content to our audience,” said Andrea Wasserman, Global Head of Commerce at Yahoo. “We’re continuing to expand our suite of shoppable video experiences to provide shoppers the content they value most while helping them connect with new brands and support diverse merchants.”

In The Know Style joins the In The Know existing suite of shoppable content verticals including In The Know Cooking and In The Know Parenting. In The Know viewers have the ability to shop the coveted looks and products featured in each series at InTheKnow.com. Over the past year, In The Know has become an influential shopping destination, with commerce centric programming that’s driven gross merchandise value (GMV), a leading commerce velocity indicator, by an increase of 145% YoY.

About Yahoo
‍Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.