It’s sure been a big 12 months for Eleanor Pendleton. Along with launching a digital magazine and growing her blog, the Gritty Pretty editor has taken on the roles of brand ambassador, creative director, and now, magazine cover star.
BD sits down with Pendleton to find out about everything she has been up to career-wise, and learn what it’s like to be a cover star.
Congrats on making The Collective's magazine cover. How does it feel?
Thank you – it feels completely surreal! I can't believe it! I work on cover shoots and help to pull them together, so to see myself on the cover of a magazine is just bizarre. When The Collective's creative director approached me, I was blown away. I literally squealed and jumped out of my chair! When the cover shoot date finally arrived, I couldn't believe it. I kept waiting for them to tell my agent that they'd found someone else and would be dropping me – seriously. Seeing it on newsstands now, I'm exceptionally proud. To think that just nine months after launching Gritty Pretty magazine, a publication such as The Collective - which I believe is a true market leader and pioneer in the publishing industry that empowers both men and women - would recognise my business and me is just mind-boggling. I have an enormous amount of respect for The Collective's founder and editor-in-chief, Lisa Messenger. This entire experience has been such an honour.
Did you ever think you were destined to be a cover girl?
Of course not! I'm just incredibly humbled that a daring businesswomen like Lisa Messenger saw my story and not only believed in it, but wanted to share it with people in 37 countries around the world. As I mentioned, it feels completely surreal but I'm also really excited for others to find out about the birth of Gritty Pretty, which is not a blog but a digital publishing business, and where its bright future is headed. We have BIG plans and this feels like just the beginning.
What does being on a magazine cover mean for you?
I never thought about this until now... I suppose it means true recognition for the risk I took in leaving my job at InStyle magazine. It was terrifying walking away from my job and a secure salary to pursue an inconsistent life of freelance. But, it was also a calculated risk that seems to have paid off in allowing me to work on Gritty Pretty full-time with total creative freedom. Last year, I saw a gap in the market – there wasn't a single online publication dedicated solely to beauty – 
and I put my head down to not just build the first, but the best. I invested my time, finances and resources into building a digital platform that was original. Even when I was going out to the media agencies to sell the first issue, I had nothing to compare it to so I put EVERYTHING I had into it (including blood, sweat and tears) and the response has been overwhelmingly positive since launch.
Gritty Pretty magazine is one-of-a-kind and readers all around the world (but mostly in Australia) are relishing in it. The reoccurring feedback I receive is how sleek, sophisticated and engaging it is; brands are placing advertising for 2016. Our reader is asking for MORE content, MORE animation and MORE avenues to click-to-buy. Because everything in Gritty Pretty magazine is created by us, I place a huge emphasis on animation, motion graphics and design and taking it to the next level for the reader because it obviously isn't a tactile magazine. Now, these efforts aren't going unnoticed – from reader emails to feedback from beauty PRs and brand managers within the industry. I believe Gritty Pretty magazine has become a success, not because it looks pretty, but because I am fiercely passionate about it and that is something that can't be bought.
Why do you believe you were chosen to star on the cover?
I'm the furthest thing from a narcissist so it feels uncomfortable answering this question. But I think Lisa Messenger chose me because I took a risk when I was just 24 years old. I think ageism is something that exists within the media industry – and with the Gen Y stereotype, I can completely understand why – but to me, age has always been just a number. I've always been an 'old soul'. Now, aged 26, I decided to create an online publication that doesn't replicate any other and I went ahead with it instead of being paralysed by the 'what ifs' (which absolutely did present, FYI). I allowed my gut instincts to be my guide and I refused to let fear control me. I have an insatiable desire for new ideas and building the systems and processes to implement them but when it comes to running my business, I also question, rethink and push the boundaries - but in a smart, respectful way. As Mark Zuckerberg once said, "The biggest risk is not taking any risk...", and I think that is the reason why I was chosen to be on the cover of The Collective.
We're starting to see a few digital entrepreneurs make magazine covers this year. Do you think this is a trend that is likely to continue?
Yes, I do think we'll see more digital entrepreneurs (such as the likes of Margaret Zhang, Sara Donaldson and Zanita Whittington) celebrated by magazines. Editors like ELLE's Justine Cullen understand that women like these aren't "just a blogger"; they're media powerhouses, some with an audience of millions, and editors realise that's something their magazine's readers will buy into. Just yesterday, I heard on the radio that in terms of consumer cut-through, social media influencers have surpassed Hollywood celebrities, which doesn't surprise me at all. Media and advertising isn't just changing - it's changed! Nowadays, real women are far more inspired and likely to purchase when they see an influencer or tastemaker on Instagram or online sporting a Mansur Gavriel bucket bag and a YSL lipstick rather than by a celebrity in a paparazzi shot walking down Rodeo Drive. A woman will see her and feel she can relate to her. She isn't intimidated by her. She believes she can be just like her, and so, she goes out and she buys said bag and lipstick. As a digital entrepreneur, I constantly put myself in the shoes of the consumer/reader so I can find out what they need and subsequently create it or a service to achieve it.
Your next issue of Gritty Pretty Magazine hits stands today. How is the magazine going?
Our fourth issue (spring 2015) has gone live and I know I'm biased but I think it's our best yet! Australian actress Phoebe Tonkin is on the cover. We also shot an editorial in New York City with Meghan Markle (who plays Rachel Zane in hit TV series, Suits). Funny story: Meghan actually reached out and emailed me last year saying she loved Gritty Pretty (I know, I died!). A few emails and glasses of wine at The Plaza later, and we decided to do a beautiful editorial shoot with her next time she was in NYC (she shoots Suits in Toronto, Canada).
Has it reached your expectations?
It's completely surpassed them. We have seen advertisers such as CHANEL, L'Oréal Paris, Elizabeth Arden, La Prairie, The Body Shop, Cosmax and others come on board. However, our reader insights are what really drive me. When you get hundreds of readers telling you what they like about your publication, what they want more of or less of, it's completely immeasurable – that kind of data is liquid gold. Unlike print magazines, we're able to pinpoint and tell our advertisers and potential advertisers exactly how many women read a specific story (and how many minutes it took for them to read it), how many bought a beauty product from the page or clicked on the link. We can tell them our readers' age bracket and where in the world they're from, right down to the city. We can even tell them if they read our magazine on their desktop, iPad or iPhone. Digital is measurable – everything is accountable for – and if you can’t already tell, that kind of data and connection to consumers really excites me!
I'm amazed you find time to create the magazine while working on your blog and on brand campaigns. How do you manage to juggle everything?
I think when you love what you do, you just find the time. I'm in awe of working mothers, many of which are my friends. Sure, I worked 15-hour days, 7 days a week last week, on deadline but I do it because I'm lucky enough to do it. Yes, I work my freaking ass off, so this success hasn't come out of thin air overnight! I've worked extremely hard and invested heavily into getting my business to get it where it is today and where I hope it will be in five years’ time.
Talking about brand campaigns, this week marks your first advertising campaign as a creative director. What was it like being a creative director?
Working with Red Earth as creative director on their 2015-2016 campaign was a fantastic experience! I had so much fun. Pulling together shoots (coming up with concepts, sourcing location permits, booking the crew and yes, doing the coffee run) is second nature to me. It's a facet of my job that I really love so it was great to produce a beauty shoot on a commercial level. To be able to work with Red Earth on a campaign that extended beyond just traditional print media was really exciting! Founder, Nick Chadwick and brand managers Emily Alonzo and Molly Cogger put a lot of faith in my vision, which was to create Australia's first animated beauty campaign, and I'm thrilled to share it with consumers.
Was the work different from anything you've done before?
No, because I produce beauty shoots every few weeks. It was my first time taking on a creative director with a brand in an advertising capacity, but my skill set, which I developed during my years in magazines, ensured the process was seamless. I am a perfectionist! From developing the concept to booking models, negotiating with agents and managing the budget, I handled every single aspect and it came together beautifully. I'm really proud of the end result!
How does being a creative director differ to being a brand ambassador?
It’s very different. I was brought in by Red Earth as somewhat of a consultant to help produce the campaign, which starred the brand's new face, Inka Williams (who I suggested as part of a casting and then later selected). My role was very much project management-based and I remained behind the scenes, while the beautiful Inka, who is an IMG model with a following of over half a million, will represent Red Earth within the marketplace.
This year has definitely been crazy for you. Do you sometimes want to pinch yourself?
Hasn't it?! It's been INSANE! I can't believe it's already September and it spins me out when I think of how much has happened since Gritty Pretty magazine's launch event at ACME last December. I want to pinch myself all the time but to be honest, I'm too busy putting my head down, working furiously hard and concentrating on the next big thing. Running my own business has given me creative freedom and a sense of satisfaction I've never felt before and it's something, in this economic climate, that I do not take for granted for a second!
Image: GrittyPretty.com.au