In 1965, Helen Gurley Brown, the writer of “Intercourse and the Single Lady”—a self-help e book for the career-minded girl in no rush to quiet down—took over because the editor-in-chief of Cosmopolitan. Her very first difficulty included an article titled “Oh, What a Pretty Capsule!,” a few new medicine that might stop undesirable pregnancies. “Good women go to heaven—unhealthy women go all over the place,” Brown famously quipped, as her journal grew to become a consumer’s guide for the sexual revolution.
In 2019, a former mannequin named Brittany Hugoboom, née Martinez, co-founded Evie journal, envisioning it as “a conservative Cosmo” and “female, not feminist.” Scrolling by the location’s soft-pink hues and headlines resembling “What the It Women Are Carrying in Italy This Summer season,” you might mistake it for lots of content material geared toward girls today, till you hit upon an article like “Being on Start Management Made Me Really feel Like a Failure, So I Selected Happiness As a substitute.” A lot has been fabricated from the manosphere, however Evie has set its sights on the red-pilled girl, who has changed the supposed Kool-Support of “having all of it” feminism with MAHA-approved uncooked milk. (Evie even sells a “uncooked milkmaid costume,” which resembles a saucy peasant costume from Halloween Journey.) In line with inner firm analytics, Evie, a principally digital publication, acquired 200 million impressions throughout its social-media channels in a month earlier this 12 months. Its reader spends her being pregnant—one in every of many, ideally—pondering “The Most Masculine Boy Names of 2025.” If she does need contraception, she will use 28, Evie’s “menstrual wellness” app, which tracks customers’ cycles and acquired funding from the Palantir co-founder Peter Thiel. For the girl who “does her personal analysis,” there are items resembling “Why You Shouldn’t Have Intercourse with Him If He’s Covid Vaccinated.”
“It began with subway tile within the kitchen after which we bought carried away.”
Cartoon by Dan Misdea
Most Evie articles, nonetheless, encourage the act. This 12 months’s annual print version is titled “The Intercourse Situation” and features a information to soiled discuss and a “blowjob guidelines.” On the duvet is a photograph of a mannequin wearing lingerie—bridal, in fact. At my suggestion, Hugoboom and I met for lunch at Altesi, an old-school Italian restaurant on the Higher East Facet beloved by Ivana Trump, who reportedly bought six dozen bras each six months. Hugoboom, who greeted me sporting a low-cut, form-fitting leopard-print costume and black excessive heels, had simply seen “The Satan Wears Prada 2” and felt a pang of recognition. “When all of the drama with that one article got here out,” she mentioned—referring to Miranda Priestly’s green-lighting of a style unfold that includes a model reliant on sweatshop labor—“I’m simply, like, ‘Oh, I really feel like I’ve been there.’ ” I requested which Evie article had stirred essentially the most controversy. “The latest one, which shouldn’t have brought about drama, was ‘I’m a Scorching Mother, and I’m Bored with Being Mother-shamed for It,’ ” she recalled, earlier than imitating her detractors: “Mothers shouldn’t must be scorching—they’ve a number of issues occurring of their life.” She rolled her eyes.
Hugoboom, who grew up in California and Texas, informed me that she conceived of Evie when she was dwelling in Los Angeles and dealing as a mannequin—what she described as her “Zoolandery” chapter. “A variety of it was sitting in visitors, going to castings in downtown L.A., getting issues thrown at you by homeless folks,” she defined. She wanted a change and realized that, by her private networks, she had “all the classes of {a magazine} lined up.” From modelling, she knew a number of make-up artists. “O.Ok., in order that’s Magnificence,” she recalled considering. She knew the non-public trainers who labored with Victoria’s Secret fashions—“In order that’s, like, Well being.” She co-founded Evie together with her husband, Gabriel Hugoboom; the 2 met on the College of Dallas when she was eighteen, at a pool occasion. She remained a virgin till her wedding ceremony evening, seven years later. “So we all know relationships fairly properly,” she informed me. She additionally noticed a gap within the media panorama. The world of ladies’s magazines had grow to be “hyperpolarized,” she believed, made up of avowedly feminist retailers like Jezebel and Vice’s Broadly, however she couldn’t discover “the form of girly-pop sort of magazines that I beloved once I was youthful.” She took a sip of her cappuccino. “I’ve at all times simply beloved femininity,” she mentioned. “I believe as a result of my mother was a flight attendant.”
