The Betches Are Building a "Lifestyle Brand"
This just in: Betches—purveyors of the satirical, mean-girl humor that’s definitely made you LOL on Instagram—is turning into a “lifestyle brand.” This year, the women behind the company are amping up their business, channeling their millennial-roasting comedy into a podcast, revamped e-commerce, and a new newsletter called “The Sup."
Betches co-founders Jordana Abraham, Aleen Kuperman, and Samantha Fishbein told InStyle they plan to mature their content as they themselves grow up—but don't expect the comediennes’ signature voice to change. Once a Betch, always a Betch. InStyle caught up with the brutally honest twenty-somethings to talk business, friendship, and what you can expect next from the Betches universe next.
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InStyle: You have a devoted following, but you also get flak for your brashness on certain subjects. What's the most common criticism you get?
Jordana Abraham: This started really as a way to make fun of the culture around us by exaggerating it to the point of satire. We get criticism for talking about topics that are a little taboo like drinking or sex, but we actually think it’s good that those things are being talked about.
Aleen Kuperman: People don’t question men making these kinds of jokes about anything “edgy.” Any time a female company starts doing that, we get backlash. But we stand our ground.
InStyle: Why do you think so many millennial women enjoy Betches?
JA: The Betch voice is honest. We focus on things like dating, dieting, working out, or any kind of lifestyle things where people engage in behaviors that they know are ridiculous. People want to read the truth about those things. So that’s why they come to us. There’s that running joke about women’s magazines, where the first 10 pages tell you “How to Not Care at All What He’s Thinking”—and the next 10 pages tell you “What Men Think About Your Haircut.” We're about keeping it real.
InStyle: It's been six years since you started the Betches Love This website, and you’ve said that now, your content is growing up with you. True?
AK: Yes. I mean, it makes sense. In the beginning, we were in college. We were writing about things that affected us in college. We thought we knew everything. You could really see that reflected in the first book, [Nice Is Just a Place In France: How to Win at Basically Everything].
JA: And then we grew up. We became more organized, and the business followed suit.
InStyle: You knew each other well before going to college. Was it helpful to be friends while experiencing that learning curve?
JA: There’re positives and negatives to that. We have been friends since we were pre-teens. When we started, it was like: Let’s just give this a shot. If it doesn’t work out, then we’re 22. It’s fine.
AK: Now we’re 28. THERE’S NO GOING BACK.
InStyle: Tell me about some of the new Betches projects in development.
JA: I think our number two thing on The Betch List—[our running list of qualities that define a "betch"]—was not keeping up with the news. And now it’s, well, keep up with the news—but it’s written in a way that’s fun.
Samantha Fishbein: [Our newsletter is done] with GIFSs and making analogies to The Real Housewives.
InStyle: And your podcast?
AK: It’s the three of us shooting the shit, playing games, and talking about pop culture. Basically what we’d normally talk about in the office.
InStyle: How did you learn to run your business?
AK: We wrote about not doing work—while doing a lot of work every day. That was the real irony.
SF: It wasn’t like, one day we said, “We’re business people now!” and the next day we were.
InStyle: You’re all about the millennial voice. What tips would you give to millennials looking to create their own media space or brand?
AK: It takes being aware of what’s around you in the market to succeed. What’s missing? Where is the white space? What do you actually believe in? What could you see yourself doing for years and years?