Acquired by Everyday Health on September 25, 2012
Funding Received
$6.9 Million in 2 Rounds from 7 Investors
North Hollywood, CA
EQAL is a media company developing technology-based digital media properties to help promote consumer brands and celebrities.
Greg Goodfried, Miles Beckett
Television, Video, Entertainment, Media, Curated Web

Company Details


EQAL is a next-generation media company that combines technology and people to power 24/7/365 digital media properties around consumer brands and celebrities. An EQAL media property is a multiplatform digital magazine that creates a seamless experience for fans across various devices and social networks. With more than 40 media properties, EQAL's award-winning Media Networks include Jennifer;; Elizabeth;; Lauren; Alicia Silverstone's; Derek; YouTube phenoms and Michelle;, KRAFT's Effie Award winning and others. The growing EQAL network reaches more than 60 million trend-setting consumers and generates billions of content impressions every month. EQAL Media Studios produces the portfolio of content for the YouTube Original fashion & beauty channel u look haute. EQAL was founded by online programming pioneers Miles Beckett and Greg Goodfried who created many of the "firsts" in the development of the online video industry with lonelygirl15, KateModern and Harpers Globe.

EQAL's pop culture-obsessed teams of editors; writers, designers and social media experts create multiplatform media properties in partnership with familiar personalities and brands across numerous verticals.

Umbrella is our proprietary social publishing platform that powers our network of highly interactive social websites and mobile apps. The core platform is an API that integrates dozens of third-party API's, including Facebook, Twitter, YouTube, Foursquare, Instagram and more. Because Umbrella websites and applications are connected via API's to popular social networks like Facebook and Twitter, our media properties are "service and device agnostic," making it easy for fans to interact with the property on their favorite social network using their preferred device.

The Umbrella platform consists of a web-services application and RESTful API that provides a generic interface for dozens of third-party social API's. Applications built on top of the Umbrella API can seamlessly read-write data across multiple services with fewer API calls and lower overhead. The platform includes a content management system and a mobile publishing application, and provides a framework for future application development including mobile consumer apps, connected-television apps, and more.

Our innovative "sponsored post" ad unit is integrated into the feed of content on the homepage of our celebrity websites and syndicated to social networks like Facebook and Twitter. Because the ads are shareable, like-able, and incorporate discounts and giveaways, they drive high levels of engagement and ROI. Leveraging our branded content team, brand advertisers can directly work with our celebrity partners to create an on-site "celebrity campaign" or a micro-site "branded community."

EQAL's worked with the biggest brands on earth, including Kraft, Walgreens, Avon, Clorox and more, and set the bar for social media advertising with the 2011 Effie award-winning Real Women of Philadelphia campaign.

The leadership team includes technology and creative executives from CAA, Disney, E! Entertainment, Firstborn, McKinsey, Trailer Park, MTV, FUSE TV, Idealab, and Amazon.

EQAL's in house production arm, EQAL Studios, launched the YouTube Fashion & Beauty Original YouTube Channel, u look haute in April 2011. The core programming includes a mix of short form (3-5 minutes) and long form (12-22 minute) videos. u look haute features traditional celebrities like Lauren Conrad and Chelsea Kane, YouTube stars like Elle and Blair Fowler and developing YouTube talent in Mary Darling and Leah Ashley, ReNailz and Rachel DaMita in a slate of programming laid out like a network. The channel has consistently grown its audience in rapid succession through discovery and excitement over the episodic and on demand programming—viewership surpassed 1 million in 16 days; passed 2 million at the start of week 6; topped 3 million in less than eight weeks, exceeded 4 million just 17 days later and moved beyond the five million mark on July 6, three months after its launch, passing 7 million views in the first five months since its premiere. The channel debuted more than 140 videos totaling over ten hours of original programming in the first 15-week season.

Current Team (23)


Past Team (7)


Funding Rounds (2) - $6.9M


Products (15)


Investors (7)


Offices/Locations (1)

  • Office

    5250 Lankershim Blvd., Ste 720

    North Hollywood, CA 91601


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