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How Eleanor Pendleton built a ‘No B******t’ Beauty Brand

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About this podcast

In today's episode I chat with multi award-winning beauty editor and Gritty Pretty founder, Eleanor Pendleton.

Gritty Pretty is an independent beauty brand with a 'no bullshit' approach. It aims to educate and inspire its readers, while also offering a shoppable edit of products that are actually worth your money.

I saw Eleanor present at a conference earlier this year and was SO impressed with her approach to business. She regularly turns down high-paying brands if they don’t align with her values and says integrity is at the heart of everything she does.

She shares some great insights into scaling and ‘finding your voice’ in a crowded market - great advice for entrepreneurs, business owners and influencers looking to build their own beauty brands.

About Eleanor Pendleton

Eleanor Pendleton is the Founder of, Australia's leading online beauty destination.

Gritty Pretty – which is expertly curated and aims to educate and inspire women around the world – is located in Sydney, Australia.

In December 2014, Eleanor launched Gritty Pretty Magazine – Australia's first shoppable, interactive digital publication dedicated to beauty. In just one week, Gritty Pretty Magazine's first issue received over 135, 000 views.

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