Say Media and Jane Pratt are looking to build on the success of women’s lifestyle site xoJane.com with the recent launch of a second site, xoVain.com.

Continuing xoJane’s point-of-view style publishing, xoVain will focus on beauty and feature product reviews, tutorials and tips from the perspective of 10 editors. The new site will target a slightly older audience of women above the age of 25, while xoJane targets women above the age of 18.

Paul Cassar, VP, Say Media, tells MiC that the launch of xoVain is part of a strategy to build “xo” into a stronger brand. He adds that launching a beauty-focused site was a natural fit because beauty is one of the more popular sections on xoJane.

xoVain will offer traditional display advertising opportunities, including banners, boxes and content integration, as well as sponsorship opportunities. The site will also feature an e-commerce element, with most of its content featuring shoppable items available through a selection of online retailers.

According to comScore data from January, xoJane currently sees an average of 167,000 unique monthly visitors from Canada, and a total of 2 million globally.