Alison Izzo joins Mamamia as Head of You Beauty

Mamamia has appointed former Vogue Australia digital director Alison Izzo as Head of You Beauty, placing her in charge of the beauty brand as a standalone business within the company.

Izzo starts this week and will lead the You Beauty team as Mamamia continues to expand its House of Brands strategy.

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Izzo joins from News Corp

Izzo was most recently digital director of News Corp Australia’s Vogue Australia, GQ Australia and Vogue Living.

She has also led digital operations across Are Media titles including ELLE, marie claire, BEAUTYcrew, beautyheaven and Girlfriend.

Her previous roles include digital and beauty director of Body+Soul and host of News Corp’s Healthy-ish podcast. Her editorial career has spanned television, digital media and magazine publishing.

“As Mamamia continues to build out its House of Brands strategy, I’m excited to join this visionary team as they grow and expand. I can see the huge potential in the beauty category for this kind of multi-platform content, and can’t wait to get started.

“Mamamia’s highly engaged audience is truly best in class; built on consistently authentic and authoritative content. Many media brands talk about audience trust and engagement, especially in beauty, but few have the receipts. You Beauty has walked that talk for some time,” Izzo said.

“I’m looking forward to bringing my years of experience in publishing and the beauty industry, as well as my brand and agency contacts, into the fold.”

You Beauty enters its next phase

Mamamia said You Beauty has recorded more than 25 million lifetime downloads across more than 1,500 episodes.

The podcast, hosted by Leigh Campbell and Kelly McCarren, features product tests, reviews and beauty recommendations. Mamamia’s audience data shows 71% of listeners have bought products recommended by its hosts, while 88% trust their recommendations.

Mamamia content director Ruth Devine said Izzo’s experience across Australian fashion and beauty publishing would support the brand’s next stage of growth.

“We’re very excited to be welcoming Alison Izzo into the You Beauty fold. Alison’s reputation precedes her. I don’t think there’s a major fashion and beauty digital media brand in Australia that Alison hasn’t led or had some involvement with across her career,” said Devine.

“I know the You Beauty team is as keen as I am to see what Alison will bring to the brand. I also know Alison is going to have plenty to work with, including a deeply invested audience and community, great commercial partnerships, and compelling content,” she said.