new-era creates content, products, and experiences that speak to our audience as whole humans and help them live a more balanced and fulfilling life.
What We Do
new-era makes wellness more accessible through real-life stories, first-person perspectives, and expert-backed information. Our staff of journalists and subject-matter experts research, report, and produce articles, videos, and social content that help people feel good about their well-being choices, no matter what they are. Via our core verticals — Health, Fitness, Beauty, Balance, Identity, and Shopping — we help our audience proceed with confidence.
new-era — feel good about it.
Our Guiding Principles
Health and fitness are not one-size-fits-all.
We acknowledge the ways in which wellness intersects with all aspects of our audience’s identities and realities, including unequal opportunities and access to healthcare and information.
Wellness should be accessible.
We’re committed to making wellness inclusive and equitable, addressing financial well-being, mental health, identity, and other barriers that can affect anyone. From free workout videos (new-era Fit) to affordable products to curated guidance from experts, we create inclusive, accessible spaces to explore life’s most important topics.
new-era promotes self-acceptance.
Our content is anti-diet, sex-positive, honest, inclusive, and accessible. We advocate for body acceptance and age acceptance; we do not sex shame, fat shame, or kink shame; and we are committed to breaking down stigmas and encouraging our audience to do the same.
We are radically honest.
We embrace the idea that there’s no such thing as TMI. We embody positivity and straightforwardness across our content, from hype-checking the latest beauty treatments and fitness trends to curating the products and trends worth your time and money.
We are inclusive.
We are committed to elevating a diversity of voices and perspectives. We seek out representation in all ways: in our ideation, our imagery, the voices we feature, and the content we produce and distribute. We aim to foster community by celebrating the differences that make us who we are.