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Introducing You, The Soothe

A Singapore-based content platform creating bold, honest & Inclusive wellness-centric stories for Southeast Asia

Officially launched on 1st October, www.thesoothe.co received over 15k pageviews within its first three weeks

The Soothe is a new content platform that drives conversations and resources around wellness for a Southeast Asia audience. Its core channel, TheSoothe.co was born out of a passion for providing a holistic wellness resource, filling a gap within the local and regional markets for authentic, inclusive and modern content around living well. Content verticals include holistic and mental health, beauty, fitness, mindfulness, nutrition, relationships, green living, astrology and more. 

The Soothe was started by Lynda Williams and Charissa Guan of award-winning communications agency VIM & VIGOUR PR, which was founded in 2013 by Williams, and which she continues to lead in tandem with Guan, who joined the agency 14 months ago. 

The duo are personal advocates of holistic wellness and believe in the impact of galavanising regional wellness communities, which are currently fragmented across wider industries such as health and fitness, alternative medicine, hospitality, and food and drink. They have 25 years of marketing and communications experience between them and deeply understand the changing media and communications landscape, accelerated by the pandemic.

“We have always prided ourselves in producing quality content, across and for, a range of media platforms. We felt there was a huge need for bold, honest and inclusive wellness content specifically for a regional audience,” say The Soothe co-founders Charissa Guan and Lynda Williams. “We accelerated our plans this year and found that bridging our expertise in wellness and lifestyle with content production was a natural fit. The initial response to TheSoothe.co has been incredible and we look forward to empowering our community and partners.”  

Since launching on 1st October 2020, TheSoothe.co has garnered over 15,000 views with an average dwell time of three minutes, highlighting the desire for fresh, honest content that represents a new voice in regional online media. Contrary to the traditional media set-up, The Soothe has formed an Editorial Advisory Council as opposed to having the platform driven by a singular Editor-in-Chief. The inaugural panel includes co-founders Guan and Williams as well as experienced publishing leaders Zul Andra, ex-Editor-in-Chief of Esquire Singapore; Adibah Isa, ex-Culture Editor of buro. Singapore; and Jo Upcraft, ex-Editor-in-Chief of Cosmopolitan Singapore.

The Soothe Editorial Advisory Council from left: Charissa Guan, Lynda Williams, Zul Andra, Adibah Isa and Jo Upcraft

The Soothe team is dedicated to ensuring that the community feels seen and represented, across age groups, gender identity, sexual orientation, income levels. The Editorial Advisory Council will ensure that the content is approachable, well-researched, and beneficial to the community at large. In the coming months, content will be extended across a variety of formats including video. 

For editorial and partnerships, please contact The Soothe.

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