From the beauty pages of InStyle magazine, to her own blog Gritty Pretty, Eleanor Pendleton’s career has run the gamut of print and digital media. Since leaving InStyle, her profile as a blogger and freelancer for magazines and websites has grown, culminating in her being named a SHOP Til You Drop Ambassador. While her life may seem all about being flown to fabulous locations by juggernaut beauty brands like Chanel and TONI&GUY, it’s balanced with plenty of grit and determination. Breaking into the beauty industry can be tough, but Eleanor has gone from strength to strength in the course of her career.
Rescu. spoke to Eleanor about branching out into beauty blogging after a successful career in magazines, and why digital is offering so many opportunities in today’s online climate.
RESCU: How did you break into the magazine industry?
Eleanor Pendleton: Like most magazine editors, I got my gig through work experience. In 2007, whilst studying a Diploma in Journalism at Sydney’s Macleay College, I interned for six months at Cosmopolitan, assisting former Beauty Director Zöe Foster Blake. I spent another six months as beauty intern at Cosmopolitan Hair & Beauty, Cosmopolitan Bride and Cosmopolitan Pregnancy where I was eventually offered the full-time role of Editorial Coordinator/Beauty Writer. Seven years later, I can humbly say I’ve been fortunate enough to also work on InStyle and FAMOUS magazines as Beauty Editor. Now, I’m delving into the world of freelance beauty writing and contributing to a diverse range publications and websites.
RESCU: You were ahead of the curve when you started your blog, Gritty Pretty, can you tell us about what made you want to start blogging and why you took a hiatus?
Eleanor Pendleton: Why, thank you. I started my blog in early 2010. At the time, I was Beauty Editor at FAMOUS magazine and fashion blogs like Style by Kling and fashiontoast were really starting to take off. I found myself going to them most mornings for inspiration while I downed my coffee. As a beauty journalist, my passion for beauty is absolute but I just couldn’t find any beauty blogs that I liked at the time (Into The Gloss hadn’t launched yet). So, I took the liberty of starting my own website, which was designed from scratch rather than from a template, allowing for complete creative control. In 2011, I got my dream job as Beauty Editor at international glossy magazine, InStyle. Unfortunately, due to the contract, I had to put Gritty Pretty on hold. It was a heartbreaking decision because at the time, the site was really starting to gain traction. I felt like I was letting my readers down, however, my magazine career was my priority and ultimately it’s what paid the bills.
In July this year, I left InStyle to embark on a freelance career and call me biased but I think Gritty Pretty is back better than ever! Having the few years away from the site has really allowed me to develop discipline within my writing style and hone in on my voice. As I’ve grown up, so too has the site. Gritty Pretty isn’t just a personal blog. It offers trusted advice, product reviews and articles featuring respected industry experts; and all entirely from a journalistic point of view. In every post, a gamut of handpicked and conscientiously selected content interacts with readers via intelligent copy, captivating imagery and highly visual beauty shoots. Gritty Pretty’s clean cut aesthetic appeals to readers with an edge. I like to think of it as the fashion-obsessed girl’s guide to beauty.
RESCU: What do you think makes a successful blogger?
Eleanor Pendleton: Like anything in life, I believe one should always find a point of difference. Whenever I write an article, I constantly ask myself after each sentence ‘Why does my reader want to know this? Does she need to know this? And, what does this offer her?’ Successful bloggers have spent the past few years building on their personal brands and some have had the good fortune of making a full-time career out of it. I still believe we’re in a grey area of digital – it’s just continuously expanding at a fast pace – so with things like social media, tall poppy syndrome needs to be taken into consideration. For some bloggers, continuously uploading beautiful images of their ‘beautiful life’ can be aspirational to some followers but can alienate others. In order to be successful, I think it’s important to find a balance between what you put out into cyber space and what you don’t. And, above all, remaining genuine and true to one’s blog and brand.
RESCU: You’ve now moved into a full time freelance career — what convinced you to take the leap?
Eleanor Pendleton: I’ve spent the last seven years working full-time in magazines but with print media changing, I found myself considering the jump into freelance. I’m one of those people that are constantly searching for the next challenge. When I meet a goal, I set myself another one and it just doesn’t stop. I began to miss writing about beauty with humour and wit so when I booked a three-week Balinese sojourn, I looked at that as my deadline. Eventually, my holiday crept up and I took a deep breath, told myself I could make freelance work and then I resigned. I absolutely adore Editor Kirsten Galliott and the entire InStyle team so there was a lot of tears on my last day, to say the least!
RESCU: You’ve got so much going on at the moment including an ambassadorship for Shop til You Drop. Can you tell us about this role?
Eleanor Pendleton: SHOP Til You Drop is a strong fashion, beauty and lifestyle magazine, which I’m thrilled to be aligned with. SHOP understands the ‘clicks and mortar’ shopping habits, wants and needs of Australian women. And, as Beauty Ambassador, my role will involve being a face of the magazine, hosting events and working closely with beauty advertisers. I’m so excited about this role!
RESCU: Can you give us three stand-out career highlights to date?
Eleanor Pendleton: Attending London Fashion Week with TONI&GUY Hair Meet Wardrobe was a definite career highlight. Standing backstage at J.W Anderson, about 30cm from Carine Roitfield was mind-blowing. I felt like one of those crazed One Direction fans when I saw her!
I’ve also been fortunate enough to travel Thailand with Chanel for the launch of their HydraBeauty Serum. It was whirlwind trip – in and out within 52 hours – but it was such an incredible experience. It was an Asia-Pacific launch and I was the only Australian journalist so it was really interesting seeing how beauty product launches compare in a different market.
And finally, meeting Kate Bosworth at an SK-II event in Sydney was an amazing experience. She’s always been a favourite style icon of mine. Kate was incredibly humble and the best part was she was more than happy to take a few selfies with me.
RESCU: Any career regrets?
Eleanor Pendleton: I don’t believe in regrets. I believe we learn from mistakes.
RESCU: Do you have any advice for women wanting to break into the magazine industry?
Eleanor Pendleton: Whether you want to work in fashion, features or graphic design in magazines, work experience is almost always essential. Take initiative and secure yourself an internship whilst studying. A lot of people ask me ‘how do I get work experience?’ Well, first of all, start at the source: go through the mastheads of your favourite magazines. Next, be proactive and scour the internet to find an email address for the Editorial Coordinator (not Editor!) of your favourite magazine. The Editorial Coordinator is responsible for booking work experience students so contact them to check their availability – many magazines book out 12 months in advance. Once you have secured some work experience, work your ass off and get to know how each department operates. If time is on your side, you may be given an internship (most internships are unpaid). Then, it’s a matter of keeping your foot wedged firmly inside of that door, making contacts and doing every job with a smile. Trust me… Magazine staff always notice the ‘workies’ who are keen, efficient and capable. And, more often than not, they’re the ones who are hired when an entry-level position becomes available. If you’re truly passionate about a career in magazines, be prepared to intern for at least 12 months. It’s hard work but if you stick with it, it will pay off with an incredibly rewarding and creative career.
RESCU: And what advice would you offer women who want to start blogging?
Eleanor Pendleton: Map out the purpose of your blog. If your blog is more so about sharing the happenings of your life with friends and family, then make it personal and visual with images or videos. If you want to monetize your blog, then find a point of difference and clearly define what service it will bring to your potential readers. Social media platforms like Instagram, Twitter and Pinterest are intrinsic to blogs so ensure all of yours are connected. Nowadays, there’s every man and his blog out there so in order to gain a following, ensure yours is original.
RESCU: Finally, what’s next for Eleanor Pendleton? Any career goals you’re still hoping to tick off?
Eleanor Pendleton: Right now, I’m focusing on my career as a freelance journalist, writing for a range of different magazines and websites and working closely with beauty brands. Next winter, I’m heading to Europe for a month as the prize of my 2013 Jasmine Award for Journalistic Excellence (yes, I’m still pinching myself!). And, my ambassadorship with SHOP Til You Drop magazine takes me up until late next year. After then, who knows where life may lead… I’m just rolling with it and strapping myself in for the ride!
Get Eleanor’s latest beauty news, tips and techniques at grittypretty.com
Follow Eleanor Pendleton
Twitter: @GrittyPrettyEd
Instagram: @eleanorpendleton
Facebook: Gritty Pretty
