After leaving her role as marketing and communications manager at Estée Lauder Companies in 2012 to become the global PR and communications director at sass & bide, Carlie Fowler has made another career move - she’s launched her own beauty website.
Called The File, the new, style-led beauty site is a destination where women can discover carefully curated products, shop the beauty routines of global style influencers, and be inspired by like-minded women.
"I wanted to create a beauty destination in Australia that stood up internationally, and that presented beauty in a really relevant and genuine way. Beauty is such a big part of our everyday lives, and we're all about making it as simple and effortless as possible. We wanted to take beauty out of its traditional glossy and glamorous zone and into a space that felt much more authentic and uncut,” says Fowler.
The concept for the site was dreamt up almost four years ago when Fowler was at a La Mer conference in Vancouver. Fowler explains to Vogue: “The big revelation was realising that when it comes to beauty, what truly influences women’s product choices is other women. It’s the recommendations of other women - women we know, women we trust, women we admire - that really motivates our beauty purchases. At the time, nothing existed where you could find tips from like-minded women. I’ve been dreaming ever since.”
The name ‘The File’ was chosen in order to capture “anti-glamour, that didn’t feel too glossy or shiny, that would speak to a very different woman. There is a gap in this market that I feel we’re really filling, from the unique way we’re doing how-tos to the way we’re delivering truly style-driven beauty content. We want to build a destination that women love coming back to,” says Fowler.
The coming weeks will see the site feature feature interviews with marie claire US fashion director Zanna Roberts-Rassi, sass & bide founder Heidi Middleton, NET-A-PORTER beauty director Kathleen Baird-Murray, and Marchesa founder and co-creative director Keren Craig.
