Refinery29 Doesn’t Want to Be “CNN for Women,” But It’s Finding New Paths Into Hard News

Refinery29 is 10 years old. And as the site expands, one of the things it’s keeping in mind is that age is only a number.

The site is generally perceived as being aimed at millennial women — and it is, kind of. But a better way to think of Refinery29’s 25 million monthly unique visitors is that they are “millennial-minded,” Neha Gandhi, vice president of editorial strategy, told me. “It’s a lot of women who don’t fall strictly in that age group, but have a shared idea and way of thinking.”