SheKnows Media has agreed to acquire HelloFlo, creator of the massively viral "Camp Gyno" and "First Moon Party" videos, for undisclosed terms in a deal expected to close next month.
As part of the combination, HelloFlo founder Naama Bloom has already joined the women's media company as senior VP-integrated marketing, but she'll continue to oversee her business until closing. At SheKnows, she reports to President-Chief Revenue Officer Samantha Skey, whom she met prior to receiving the SheKnows Femvertising Award last year. That led to discussions that culiminated in the deal.
HelloFlo will become the primary women's health channel on SheKnows, which has 81 million unique monthly visitors, per ComScore, and 269 million social-media followers.
Joining SheKnows allows Ms. Bloom to "continue to do the videos and have a much bigger audience and platform with which to do it," she said. "I've been a small team. I just hired my second person in January. There's a lot of demand for doing interesting stuff, but it's really hard to do it when you're a really tiny organization." Upon joining SheKnows, her team expanded to 10.
As it is, HelloFlo's two signature videos alone have generated more than 300 million views. But having SheKnows as a platform potentially allows Ms. Bloom's work to get more viewers faster.
Not only was SheKnows impressed enough with Ms. Bloom to honor her with its Femvertising Award, but the company also sees her filling a void in its business, said CEO Philippe Guelton. "We didn't have a strong female health platform," he said. "We saw the opportunity to expand our coverage with much stronger health content, and help HelloFlo expand."
HelloFlo is the third acquisition for SheKnows, following the purchases of the BlogHer network of women social-media influencers and Stylecaster women's style site. ComScore now ranks SheKnows as the leader in digital female audience among lifestyle sites.
HelloFlo also adds an e-commerce dimension to SheKnows, as it will continue to offer brand-sponsored "care kits" for women at various life stages, from girls starting menstruation to expectant mothers. Kimberly-Clark Corp.'s U by Kotex, Poise and Cottonelle brands are heavily represented in current offerings.