Should you’re a reader of the life-style web site Goop, you would possibly observe their suggestions for “7 Methods to Renew Your WFH Area,” together with shopping for an $800 countertop herb backyard and a $345 espresso maker for many who have shifted to working from residence. These sorts of lofty suggestions are a part of the explanation why three Pittsburgh girls took their quarantine downtime to start out The Glowt, a parody web site that mocks the absurdity of life-style manufacturers and wellness tradition.
Pronounced like “gloat,” the web site seems to be and acts like a Goop-style website within the spirit of different parody websites like The Onion or Reductress. Founders Emily Wentworth, Tegan Silva, and Jennifer Bouslog created the positioning when the pandemic hit as a result of they wished someplace to channel their quarantine boredom. They launched The Glowt on Election Day in November 2020, figuring that loads of folks can be glued to their telephones, doomscrolling, and will break up the information with amusing.
Whereas politics are divisive, Silva says that it was surprisingly good to see that readers on each side of the political spectrum might discover frequent floor in laughing on the life-style suggestions and tips of the wealthy and well-known.
“We simply shared it to all of our family and friends no matter their political leanings. We obtained lots of good responses, which was actually encouraging to listen to,” she says. “It is good to see that folks from each side had been keen to detest wealthy, silly folks like this. Hopefully we are able to see this as a unifier not directly. To not be tacky however humor normally is.”
The design of The Glowt has the minimalist glossiness of a website like Goop, with tales damaged down into sections like wellness, relationships, vogue, and wonder. Headlines ridicule life-style recommendation (“I Tried Minimalism and Now I Have to Borrow Your Toothbrush”), deranged meals developments (“I Tried a Espresso Enema and Now I’m Haunting This Gasoline Station Restroom for Eternity”), and doubtful wellness recommendation (“How I Realized About Portion Management After Watching This Overweight Squirrel At The Park.”)
A few of these hit just a little too on the nostril — after they wrote the article about espresso enemas (injecting espresso into the butthole), The Glowt staff noticed that Goop included the tactic in a “detox information.”
Whereas Goop was one of many first life-style websites of its form — based by celeb Gwyneth Paltrow, hawking costly nonsense — it is simply considered one of many within the style. Poosh, a life-style website based by Kourtney Kardashian, affords gluten-free recipes and articles on “easy methods to be joyful.” Earlier than she married a prince, Meghan Markle ran a (now-defunct) life-style website known as The Tig. However it’s not simply celebrities with blogs, it is the whole influencer industrial advanced — together with and particularly on Instagram — that promotes an unhealthy way of life, filled with sponsored content material for detox teas and haircare gummy nutritional vitamins.
“I am personally not on Instagram, however the motive I am not is simply because it is so poisonous,” says Wentworth. “There’s this bizarre, unusual factor taking place the place there’s this supposed physique acceptance, however you then additionally must be bettering your self. It is simply sort of the identical factor like rising up within the ’90s the place you needed to be tremendous skinny, it is simply wrapped up in a special bundle.”
So as to get the complete impact of a life-style website, The Glowt staff created “Diedre Sabazios,” a fictional socialite who runs the positioning. Diedre is the daughter of an arms supplier who went to boarding college in Italy and was as soon as married to Mickey Rourke. In her “about me” part, Diedre says that when founding The Glowt, she “recruited solely the most effective and brightest wellness authors who not directly owe me a debt.” For creating Diedre, Silva says they took inspiration from figures like Paltrow, but additionally Schitt’s Creek character Alexis Rose, identified for randomly spouting off tales about her elite globetrotting.
At the moment, each article on the positioning is written by Wentworth, Silva, and Bouslog, however the hope is to someday be capable to increase the challenge to incorporate contributors, in addition to video content material and podcasts.
For now, the three founders will maintain plugging alongside. In fact, they all the time have the assistance of Deirdre’s quite a few unpaid interns.