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refinery29.com
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refinery29.com

18 technologies
VerifiedGrowingVisit4.7M/mo$72M38918 Tech25 Leads
Deep Dive

Refinery29: The Unapologetic Millennial Playbook

How a style-and-substance empire built a $71M revenue machine

In a sea of generic lifestyle content, Refinery29 didn't just survive—it built a cultural institution. By betting hard on the millennial woman, they turned fashion, wellness, and news into a $71M annual revenue stream, proving that niche targeting is actually mass-market power.

4.7M
monthly visits
52%
organic search
$71.6M
annual revenue
389
employees

"They don't just report on trends—they manufacture cultural moments for a generation that grew up with Instagram and anxiety."

The Millennial Playbook

Refinery29's traffic reveals a masterclass in audience intimacy. With 40% direct traffic—nearly matching organic search—they've built a brand that people actively seek out, not stumble upon. This isn't accidental loyalty; it's the result of speaking directly to the unfiltered anxieties and aspirations of women who see themselves in every headline.

The SEO Juggernaut

Look at their keyword strategy: 'horoscope' (218K monthly searches) and 'mercury retrograde 2025' (25K). They've cracked the code on capturing the intersection of pop culture and daily rituals. While competitors chase breaking news, Refinery29 dominates the search terms that define how modern women navigate their day-to-day lives.

Their tech stack tells the story of a platform built for the social era. With TikTok Pixel, Twitter Cards, and PWA capabilities, they're engineered for shareability and speed. But the real magic is in their multicultural strategy—led by executives like Chelsea Sanders and Kathleen Newman-Bremang—who've turned inclusivity from a buzzword into a business model.

  • 4.5M backlinks: Authority built through community trust, not just SEO tricks
  • 6.6% traffic from undefined region: Their global reach is either underestimated or strategically opaque
  • Trustpilot 3/5 with only 4 reviews: Minimal public criticism suggests strong brand defense
  • Funding: $133.4M raised—capital to scale what works, kill what doesn't
They DON'T chase generic news cycles
They DO own the 'morning ritual' search space
They DON'T target broad demographics
They DO build products for specific cultural moments
They DON'T rely on paid traffic (only 8% estimated)
They DO monetize through authentic brand partnerships

The Unbothered Empire

Refinery29 proves that in media, specificity is the only scale that matters. They didn't build a newspaper—they built a daily ritual for 4.7 million people who see their identity reflected in every click.

What tech stack does Refinery29 use?

39 detected
Security1
Cloud & Hosting1
Web Standards2
Build Tools1
UI Libraries1
CSS Frameworks1
Frontend Frameworks1
Tracking & Analytics21
F
Facebook Pixel
T
TikTok Pixel
G
Google Analytics
G
Google Tag Manager
P
Pinterest Tag
T
Twitter Pixel
S
Snapchat Pixel
G
Google Analytics
G
Google Tag Manager
P
Pinterest
T
Twitter/X
T
Twitter Ads
A
Amazon CloudFront
S
Snapchat
T
TikTok Pixel
F
Facebook Pixel
T
Tracking Service
G
Google DoubleClick
F
Facebook
A
Analytics Service
G
Google APIs

How much traffic does Refinery29 get?

Traffic & Engagement

4.9M
Monthly Visits
-13.4%
1.8
Pages/Visit
4:24
Avg. Duration
76%
Bounce Rate
Monthly Traffic Trend-8%
5.3M
Oct 2025
Oct
5.6M
Nov 2025
Nov
4.9M
Dec 2025
Dec

Rankings

#11,949
Global Rank
#4,069
United States Rank

Backlinks & Authority

4.6M
Backlinks
136.3K
Ref. Domains
69
Authority Score
Low
Penalty Risk
Backlinks Trend-16%
5.4M
Jul 2025
Jul
5.3M
Aug 2025
Aug
5.0M
Sep 2025
Sep
5.0M
Oct 2025
Oct
5.0M
Nov 2025
Nov
4.6M
Dec 2025
Dec

Search Traffic

Organic
2.3M

Top Organic Keywords

#2mercury retrograde 2025
165,000 vol1.3%
#1refinery29
14,800 vol1.1%
#4housewarming gifts
165,000 vol0.7%
#2mercury retrograde
74,000 vol0.6%
#2questions to ask your boyfriend
74,000 vol0.6%

Where is Refinery29's audience located?

🇺🇸United States60.5%
🇮🇳India6.1%
🇬🇧United Kingdom5.4%
🇨🇦Canada5.0%
🇩🇪Germany3.8%

Device Distribution

Desktop21.5%
Mobile78.5%

What keywords does Refinery29 rank for?

5 keywords
1refinery2921.7K vol$0.32
2horoscope218.4K vol$1.16
3refinery 293.1K vol$0.32
4h&m2.8M vol$0.68
5mercury retrograde 202525.4K vol$0.18

How is Refinery29's SEO?

Open Graph Image

OG Image preview
og:image

https://www.refinery29.com/assets/ceca07ea31bccaf0dc283e59c247e70d.jpg

Meta Tags

title13 chars

Refinery29 UK

description78 chars

Where style meets substance - fashion, entertainment, news, and wellness daily

languageEN-GB

Schema Types

OrganizationWebPageWebSite

Who works at Refinery29?

Loading leads...

What do customers think of Refinery29?

Refinery29

Refinery29

3.0
4 reviews

Categories

Clothing Store#undefinedWomen's Clothing Store#undefinedLingerie Store#undefinedOnline Marketplace#undefined

Activity & Engagement

Reply Rate
0%
Avg. Reply Time
0.0 days

Contact Information

Reviews (3)

Filter by rating:
Essa Khan
12/16/2022
🇵🇰 Pakistan15 reviewsOrganicUnverified
Experience date: 12/16/2022
wow amazing site to purchase products

wow amazing site to purchase products

Jennifer Johnson
2/16/2015
🇮🇱 Israel5 reviewsTrustpilot
Refinery 29

ALL you need to know about fashion,beauty,living an entertainment! short, fun and yet informative.

Paul Miller
5/19/2023
🇦🇺 Australia3 reviewsOrganicUnverified
Experience date: 5/19/2023
Can I give them zero

Can I give them zero? Nothing good about them. Spam

Frequently Asked Questions about Refinery29

What is Refinery29's Revenue?
Refinery29 generates approximately $72M in annual revenue. With 389 employees, that's $184,150 per employee. The company has raised $133M in total funding.
What does Refinery29 do?
Where style meets substance - fashion, entertainment, news, and wellness daily
How fast is Refinery29 growing?
Refinery29 has declined by 13.4% in the last 6 months according to traffic data. employee count has changed by 27% year over year.
How do people interact with Refinery29?
When visiting Refinery29, visitors view an average of 1.8 pages per visit, and spend around 4:24 on the site, and the bounce rate is 76.2%.
How do people find Refinery29?
2.6M people (54%) visit Refinery29 directly. 2.3M (46%) find them through organic search.
Who uses Refinery29?
Refinery29's top market is United States with 2.9M visitors (60.5%). India is 2nd with 298.5K (6.1%). United Kingdom is 3rd with 265.2K (5.4%).
What technologies does Refinery29 use?
Refinery29 uses 18 technologies across their website including Fonts, Security, Cloud & Hosting. Key technologies include Font Awesome, Google Fonts, HSTS, AWS CloudFront.
Who are Refinery29's competitors?
Refinery29's main competitors include SoluLab, Luminati Networks, Guidepoint, Taboola, Amplify. These companies operate in similar markets and compete for the same customer base.
What do customers think of Refinery29?
Refinery29 has a Trustpilot score of 3.0 out of 5 (3 stars) based on 4 customer reviews.

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What are Refinery29's key pages?

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About refinery29.com

Where style meets substance - fashion, entertainment, news, and wellness daily

Company Overview

refinery29.com
Website
news_and_media
Industry
#14,326
Global Rank
4.7M
Monthly Visitors
18
Technologies
25+
Employees

refinery29.com Key Pages

Contact refinery29.com

Technology Stack

refinery29.com uses 18 technologies across their website including Font Awesome, Google Fonts, HSTS, AWS CloudFront, and more.

Fonts

Font Awesome, Google Fonts

Security

HSTS

Cloud & Hosting

AWS CloudFront

Advertising

DoubleClick Floodlight, Snapchat Pixel, Pinterest Tag, Twitter Pixel +2 more

Analytics & Marketing

Google Tag Manager, Google Analytics

Web Standards

Twitter Cards, PWA

Traffic & Audience

4.7M
Monthly Visits
66%
Bounce Rate
2.1
Pages/Visit
0:55
Avg. Duration

refinery29.com receives approximately 4.7M monthly visitors and ranks #14,326 globally. The website has a bounce rate of 66% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:55 on the site.

The majority of refinery29.com's traffic comes from undefined, undefined, .

Frequently Asked Questions

What is refinery29.com?
Where style meets substance - fashion, entertainment, news, and wellness daily
What technologies does refinery29.com use?
refinery29.com uses 18 technologies including Font Awesome, Google Fonts, HSTS, and 12 more. View the full tech stack analysis above.
How do I contact refinery29.com?
You can contact refinery29.com via email at [email protected].
What are refinery29.com's social media accounts?
refinery29.com is active on tiktok, twitter, youtube, facebook, linkedin, instagram. You can find links to all their social media profiles in the social section above.
Is refinery29.com hiring?
Check refinery29.com's careers page for current job openings and opportunities. The company has 25+ known employees.
How popular is refinery29.com?
refinery29.com receives approximately 4.7M monthly visitors and ranks #14,326 globally. Traffic is growing by 2.2% month-over-month.

Related Searches

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This page provides publicly available information about refinery29.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit refinery29.com directly at https://refinery29.com.