The cast of characters is not yet complete, but Pratt is excited about the ones she's already hired. Marci Robin, beauty director, is "more of a nerd," Pratt says. "She knows all of the ingredients that go into every product. Compare that with Olga who, Pratt laughs, is "superficial with a capital S." ("She'll kill me for saying that," she says and then decides that actually Olga, a 29-year-old who writes about wrinkles that barely exist, won't mind at all.) Faz is "the girl who will try anything," and Annie is "the young wild child who just moved to New York City." Annie, Jane says, "is beautiful. Well everyone's beautiful," she caveats, "but Annie is model beautiful." To top it all off? "Oh, the twins! Pia and Runa. They're cute, bubbly, fun. Plus, they're twins!" Pratt exclaims. "Who doesn't love to see that?"
Of course, because it's a beauty site and beauty is all about products, application, how-tos and results, xoVain focuses heavily on the visuals. "The site is gorgeous," Pratt says, "and there is a lot more video. Our version of tutorials," she explains. "Quirky and very much in the situation. Like, I'm in the airport bathroom, and I've got to blow dry my hair."
What other types of articles can readers expect? Everything from "How to Shave Your Legs in the Sink and Explain it to Your Preschooler" to "Black Girls Can Wear Blue Eye Shadow, Okay?" Robin is personally eager to see the comments on her article about how people can be kind of stupid about natural beauty products. "Just because something's natural doesn't mean it's safer or better," she says. "You never hear about someone adding arsenic powder to their smoothie and exclaiming, "It's natural! Cheers!"
What is Pratt most excited about? "I can't wait to see these women whom I know are stars, but whom other people don't know yet. I can't wait to watch them blow up. That's always so much fun."