The Glossy Rise of Brittany Huguboom: Can You Blend "Liberal" Wellness with "Conservative" Romance?
In the ever-shifting landscape of modern media, Brittany Hugoboom is carving out a space that feels like a glitch in the matrix—or a perfectly calculated throwback. As the 34-year-old Editor-in-Chief of Evie Magazine, Hugoboom is marketing a specific brand of "paradoxical politics" to women who are tired of the corporate grind and hungry for a return to traditional femininity.
From the outside, Evie looks like a high-end fashion glossy in the vein of Elle or Cosmo. But peek inside, and you’ll find a cocktail of "tradwife" aesthetics, anti-pill sentiment, and a firm rejection of "woke" marketing.
The "Evie" Aesthetic: Retro Vibes, Modern Tech
Launched in 2019, Evie has quickly become a digital powerhouse, boasting 175 million monthly views and a top-ranking Substack. Hugoboom describes the magazine’s "aura" as the warmth and charm of being a woman naturally.
However, this "natural" vibe comes with a side of controversy. The magazine’s content often mirrors the MAHA (Make America Healthy Again) movement before it had a mainstream name:
The Content: Advice on being "wifey material," spreads inspired by Disney princesses, and articles questioning the erasure of women through pronoun usage.
The Health Philosophy: A hard line against synthetic hormones (including birth control and gender-affirming care) and a skepticism toward vaccines.
The Business: Backed by Thiel Capital, Hugoboom and her husband Gabriel also run 28, a cycle-syncing wellness app, and Sundress.co.
A New Kind of "Having It All"
Hugoboom rejects the idea that she wants women to stay out of the workforce. Instead, she argues that the digital age—social media, remote work, and even crypto—allows women to "have it all" in a way that previous generations couldn't.
"Femininity isn’t the opposite of ambition; I think it’s one of its purest forms," says one Evie reader.
Interestingly, while Evie started with sections for students and professionals, they eventually pivoted to focus more on the homemaker. Why? Because that’s what the audience responded to. In an era of "heteropessimism" and rising divorce rates, Hugoboom is selling an optimistic, hyper-romanticized version of the American family.
The Power of Fantasy
Critics have compared Hugoboom to anti-feminist icon Phyllis Schlafly, but her approach is more aesthetic than purely legislative. She isn't just selling a political platform; she's selling a lifestyle fantasy.
Whether it's the "Milkmaid" dresses or the celebration of the "American Father," Evie taps into a deep-seated craving for stability, financial security, and traditional romance in a world that feels increasingly chaotic. For Hugoboom, the goal isn't just to report on culture—it's to "course correct" it, one floral-printed dress at a time.