In the event you’re a reader of the approach to life web site Goop, you would possibly comply with their suggestions for “7 Methods to Renew Your WFH House,” together with shopping for an $800 countertop herb backyard and a $345 espresso maker for individuals who have shifted to working from house. These sorts of lofty suggestions are a part of the rationale why three Pittsburgh ladies took their quarantine downtime to begin The Glowt, a parody web site that mocks the absurdity of way of life manufacturers and wellness tradition.
Pronounced like “gloat,” the web site seems to be and acts like a Goop-style website within the spirit of different parody websites like The Onion or Reductress. Founders Emily Wentworth, Tegan Silva, and Jennifer Bouslog created the location when the pandemic hit as a result of they needed someplace to channel their quarantine boredom. They launched The Glowt on Election Day in November 2020, figuring that loads of folks could be glued to their telephones, doomscrolling, and will break up the information with fun.
Whereas politics are divisive, Silva says that it was surprisingly good to see that readers on either side of the political spectrum might discover frequent floor in laughing on the way of life suggestions and methods of the wealthy and well-known.
“We simply shared it to all of our family and friends no matter their political leanings. We obtained a whole lot of good responses, which was actually encouraging to listen to,” she says. “It is good to see that individuals from either side had been prepared to detest wealthy, silly folks like this. Hopefully we will see this as a unifier ultimately. To not be tacky however humor often is.”
The design of The Glowt has the minimalist glossiness of a website like Goop, with tales damaged down into sections like wellness, relationships, vogue, and sweetness. Headlines ridicule way of life recommendation (“I Tried Minimalism and Now I Have to Borrow Your Toothbrush”), deranged meals traits (“I Tried a Espresso Enema and Now I’m Haunting This Gasoline Station Restroom for Eternity”), and doubtful wellness recommendation (“How I Discovered About Portion Management After Watching This Overweight Squirrel At The Park.”)
A few of these hit just a little too on the nostril — after they wrote the article about espresso enemas (injecting espresso into the butthole), The Glowt staff noticed that Goop included the tactic in a “detox information.”
Whereas Goop was one of many first way of life websites of its type — based by superstar Gwyneth Paltrow, hawking costly nonsense — it is simply considered one of many within the style. Poosh, a life-style website based by Kourtney Kardashian, presents gluten-free recipes and articles on “easy methods to be joyful.” Earlier than she married a prince, Meghan Markle ran a (now-defunct) way of life website referred to as The Tig. But it surely’s not simply celebrities with blogs, it is the complete influencer industrial advanced — together with and particularly on Instagram — that promotes an unhealthy way of life, filled with sponsored content material for detox teas and haircare gummy nutritional vitamins.
“I am personally not on Instagram, however the cause I am not is simply because it is so poisonous,” says Wentworth. “There’s this bizarre, unusual factor occurring the place there’s this supposed physique acceptance, however then you definitely additionally have to be enhancing your self. It is simply form of the identical factor like rising up within the ’90s the place you needed to be tremendous skinny, it is simply wrapped up in a special package deal.”
In an effort to get the complete impact of a life-style website, The Glowt staff created “Diedre Sabazios,” a fictional socialite who runs the location. Diedre is the daughter of an arms vendor who went to boarding college in Italy and was as soon as married to Mickey Rourke. In her “about me” part, Diedre says that when founding The Glowt, she “recruited solely the very best and brightest wellness authors who ultimately owe me a debt.” For creating Diedre, Silva says they took inspiration from figures like Paltrow, but in addition Schitt’s Creek character Alexis Rose, identified for randomly spouting off tales about her elite globetrotting.
At present, each article on the location is written by Wentworth, Silva, and Bouslog, however the hope is to at some point have the ability to broaden the challenge to incorporate contributors, in addition to video content material and podcasts.
For now, the three founders will hold plugging alongside. In fact, they at all times have the assistance of Deirdre’s quite a few unpaid interns.