In the last two years, Brittany Hugoboom has graced the covers and pages of The New York Times, The Wall Street Journal, and Vanity Fair. Though she started her modeling career by winning ELLE Girl’s model search in 2009, that’s not why she’s making national headlines. Today, it’s her creativity and femininity that have reached millions of women around the world.
The founder of two female-centered companies alongside her husband, Hugoboom’s first venture was Evie Magazine, started in 2019. Since then, the magazine has exploded in popularity, dishing daily content for independent and trad-adjacent women long ignored and vilified by legacy media.
“In the late 2010s, everything became very polarizing,” Hugoboom told IW Features in an exclusive interview. “You had Jezebel, Refinery 29, Vice, and everything was very anti-man, but even anti-women and anti-family in a lot of ways.”
Her vision is for a world that restores the value of women, men, and families—while promoting transcendent beauty and virtue. And her real life is the picture of that dream manifest.
“I knew so many people from fashion, and I’ve always had a love of aesthetics and photoshoots, and my husband also just has incredible taste,” she said. “We were like, ‘What if we had a Cosmo for women with more timeless values and made more virtuous, timeless values look aesthetically beautiful?’”
In a world turning men and women against each other and criticizing the family, it was a radical shift from the existing media landscape, but it was exactly what many women were ready to hear. Since then, Hugoboom and her husband have expanded into selling products and launched a female cycle-based wellness company, 28.
“We had always wanted to be a one-stop shop for femininity,” she said. “I was inspired a lot by Into the Gloss with Glossier, also by what Mr. Beast is doing, where he has his YouTube channel, but he also launches products.”
Hugoboom’s first product—“the perfect sundress”—quickly sold out and sparked an online debate over the design. When her second design went even more viral and sold in even higher numbers, she realized she was clearly on the cutting edge of a social shift.
But this wasn’t the first time Hugoboom had sparked a cultural debate. Years before, Evie was ahead of the curve by sharing real stories and honest coverage about the hormonal birth control pill.
“I lived in LA when we started Evie, and a lot of the Victoria’s Secret models were getting off the pill,” she said.
When Evie started talking about the pill, Hugoboom said she was told it wouldn’t resonate with a right-wing-adjacent audience, but she pointed to Evie’s motto: “Seek Truth, Find Beauty.”
“We started talking about the pill [and] realized a lot of women were very in the dark about their cycles,” she said.
It was why Hugoboom and her husband launched 28, a company and app designed to empower women with information about their cycle, hormones, and fertility through daily insights, nutrition, and workouts.
Now, the health effects of hormonal birth control are a mainstream topic, with even left-wing figures like Call Her Daddy host Alex Cooper famously sharing her experience quitting the pill.
But as much as Hugoboom is ahead of the trend, she’s simply living out the timeless values she holds dear. In just one example, she said she has been going to the Latin Mass for over 15 years.
“Now there’s a huge Catholic resurgence in New York the last couple of years, but we had been doing that in LA since the 2010s,” she said.
In between running three companies with her husband, she’s also prioritizing her growing family. As she spoke with IW Features, Hugoboom’s two daughters were coloring elsewhere in the room. She gets up early and works out, and when her daughters were younger, she would do Pilates with them on top of her.
Femininity is a woman’s strength, not her weakness, Hugoboom said, and she leans into what makes her unique as a woman, wife, and mother. In the 2010s, she said women were told they needed to be masculine to succeed, but her work and life flipped this ideology on its head.
“I think that women have always been the most powerful using their own nature,” she said.
She’s unapologetic about her love of entrepreneurship, martial arts, and video games—all while dressing like a model, writing about romance, and mothering her daughters.
“You even saw this from women throughout history, from Cleopatra to whoever,” she said. “They always use their feminine gifts in order to succeed.”
She works from home to be present with her daughters, she said, and she also shared that she’s grateful to have a supportive family in her life.
“My husband’s one of eight, so usually someone from his family will come stay with us,” she said. “It’s definitely a fortunate thing to have a big family.”
So when Hugoboom needs to step out for a meeting, she’s able to leave her daughters in safe hands for an hour or two before she returns home.
“They hang out and play puzzles and stuff,” she said.
This is the kind of example she grew up seeing with her own parents. Her mother was a flight attendant, Hugoboom explained, and her dad would often travel together with her mom.
“We would stay with my grandparents once a week, and it was just such a fun, amazing time, and I’m so grateful to have gotten that opportunity,” Hugoboom said.
“I think if you look at the most powerful families in history, they all work together,” she added. “I think it’s the best.”
Yet, unfortunately, this isn’t the reality for many families today, she noted.
“I was reading a tweet yesterday about people saying a problem with Millennials and Gen Z having kids is [that] a lot of Boomers don’t want to be grandparents. And I think that’s sad,” she said.
But if her own life is any proof, the tide is turning pro-family, and especially with work-from-home options, Hugoboom sees many families re-centering their lives around the home. And as much as the modern world has tried to rebrand family values as “repressive,” the younger generations just aren’t buying the propaganda.
“Most girls I know in high school, and even boys, want to get married between 18 to 22,” she said. “I am hopeful that there will be a rekindling of the sexes, and that’s definitely our next goal with Evie.”
Romance was the theme of Evie’s first in-person event in February, held just after Valentine’s Day and New York Fashion Week.
“It was so much fun,” Hugoboom said. “It was such a blast.”
After the party, as photos rolled out on social media showcasing the flowers, candles, and well-dressed attendees in New York City’s Boom Boom Room, a media frenzy ensued. Days later, Hugoboom had profiles published in Vanity Fair and The Wall Street Journal, and Hugoboom said a senior editor from Vogue told Hugoboom she wants to attend the next Evie event.
“I think more and more people will go to live events,” she said. “It’s harder to tell what’s real and what’s not online.”
Real media that you can touch, save, and shelve was also part of the live event, with Hugoboom and her husband unveiling the cover for Evie’s fourth print issue.
“I do think there is a print resurgence as well,” she told IW Features, remarking that people are seeking tangible media in a world of streaming, ephemeral content. “We just got our first distribution at Casa Magazines in New York City, but I just love print magazines.”
As Hugoboom directs Evie’s next print edition and the future of a growing women-centered media empire, she said she hopes to keep reaching and uniting women.
“We’ve always been more cultural, not political, and our focus now is going to be on love and romance and the gender divide more than anything else,” she said. “That’s why we’re getting into live events.”
“We want to just more focus on love and romance and things that just girls love in general versus being political,” she added.
It’s what Hugoboom does best—championing the unique virtues of femininity, uplifting the women and family around her, and highlighting timeless beauty. And that’s what makes her a true Champion Woman.
