Jane Pratt Launches Beauty Site xoVain

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This morning, at the Waterworks showroom in New York’s Flatiron district, Jane Pratt presided over the launch party for her new beauty site, xoVain, wearing a bathrobe. It’s not an outfit you’d expect to find Pratt wearing in public, but the founder of the legendary Sassy magazine isn’t known for being coy: Her current project, Say Media-owned blog xoJane, is an over-sharer’s dream. (Recent posts include “Tales from an Ornery Vag: Tips for Curing Persistent Lady Infections, Yo!” and “Getting Pregnant With Michelle Tea: Medication, Feelings and Chocolate Benders.”)

Despite these attention-grabbing headlines, it was xoJane’s beauty content that proved the most popular with readers since its launch almost two years ago.

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