Jen Atkin’s renowned editorial platform, Mane Addicts, has officially ceased operations after a decade-long journey. Founded in 2014 as a platform for hair care enthusiasts and a talent hub, the platform enjoyed a prominent position in the realm of beauty, garnering a loyal following over the years.
The closure, which came into effect this week, saw the elimination of all editorial positions associated with Mane Addicts, along with a handful of non-editorial roles, amounting to an approximate total of five layoffs, as confirmed by reliable sources.
Atkin, a prominent figure in the beauty and hair care domain, embarked on her entrepreneurial journey with Mane Addicts before venturing into the creation of her own hair-care empire with Ouai in 2015. The success of Ouai culminated in its acquisition by Procter & Gamble in 2021, further solidifying Atkin’s stature in the industry.
In a strategic move, Atkin extended her portfolio by introducing a new beauty venture, Mane, a line of hair tools. Mane made its debut on the Mane Addicts platform in 2023, marking a shift towards brand-centric content alongside the existing editorial focus. The brand gained traction swiftly, securing a spot at Sephora in February 2024.
However, the narrative took an unexpected turn as Mane transitioned to a standalone e-commerce platform earlier this year, leaving Mane Addicts in a state of flux. While the Mane Addicts website remains accessible, official communications now identify it as “Mane (previously known as Mane Addicts).”
Highlighting the restructuring process, a representative for Mane Addicts disclosed that the talent agency arm has been seamlessly transferred to Highlight Artists. This transition, unveiled in March 2024, saw Atkin, along with industry stalwarts Justine Marjan and Mary Phillips, assume the role of co-founders, ensuring continuity in talent management services.
