Actor/producer/leader of your favorite book club Reese Witherspoon famously loves to remind the masses why women's stories matter. And she's far from done. Today, the Hello Sunshine founder can announce exclusively via Cosmopolitan that her next focus is Gen Z women creatives. Reese is creating a new media and lifestyle brand, Sunnie, that aims to platform social content, book clubs, digital zines, and custom curriculums designed with (and for) Gen Z girls.
Reese, who founded Hello Sunshine back in 2016, admitted Sunnie has been on her mind for a while. “It’s been a dream of mine to build a space where young women can be the truest version of themselves,” she said. “We’ve discovered that young women are not defined by doom and gloom as they’re often portrayed in media–they're complex, creative individuals with incredible agency. Sunnie will be a celebration of that spirit, giving them the tools and community to navigate life’s challenges while embracing their authentic selves.”
Sunnie's launching with fellow Gen Z-focused brand, e.l.f. Beauty as its foundational partner. And, as to where you'll be able to find/engage with Sunnie's content? The brand will be active on Instagram, TikTok, YouTube, Pinterest, and of course, its site. But it also plans to live far beyond its online platforms, with Gen Z experiential events in the works too. There are also collabs loading. Namely, ones with major Gen Z figures, including Lana Condor, Molly Carlson, and Raegan Revord. These high-profile ladies (and more talent within the Hello Sunshine Collective) will be on hand to provide Sunnie's community with their takes on everything from the huge culture-driving trends to subjects like STEM and mental health.
According to a national research report commissioned by Hello Sunshine, Sunnie's efforts are needed. The study found that 75 percent (!) of young women say today's advertising rarely reflects how they actually talk, dress, or act... which is exactly what Sunnie is gearing up to combat. The company's mission isn't to assume the type of content young women want to see but to amplify all of the magic young people already are (and have been) making.
“Young women–despite the many pressures they face–are intentionally creating space for joy,” Maureen Polo, Hello Sunshine's Head of Direct to Consumer, said. “They’re writing their own stories, setting boundaries, finding community, and embracing both digital and real-world connections on their terms. Sunnie will support and amplify these efforts, providing content, curriculum, and experiences that resonate with how they actually live their lives."
