Conservative Women’s Magazine Evie Challenges Modern Feminism
“Does Brittany look controlled to you?” Gabriel Hugoboom inquired, gesturing towards his wife.
She appeared not to be. The model, dressed in thigh-high black boots, sat on a cream couch in their new apartment, dismissing critics. As editor-in-chief of Evie, a women’s magazine challenging what she terms “modern feminism,” Mrs. Hugoboom has faced accusations of contributing to her own subjugation and undermining women’s rights, claims she considers absurd and unjust.
“There are numerous individuals who are extremely provoked and angered by our existence,” she stated. She suggested that those seeking left-leaning perspectives have alternative publications, questioning, “Why shouldn’t there be one that presents women with a different option?”
Panoramic city views were visible through floor-to-ceiling windows behind her. The Midtown Manhattan apartment, while still being furnished since half of the Hugobooms’ possessions remained in Miami, their previous residence, was immaculate, opulent, and sufficiently spacious for their two young daughters and visiting relatives who assist with childcare. It also served as their home office as they developed what they call their “feminine” business ventures.
The Hugobooms, both 33, co-founded Evie, a sophisticated magazine and website Mrs. Hugoboom has described as a “conservative Cosmo,” and 28, a wellness application centered on the menstrual cycle, supported by Silicon Valley investor Peter Thiel. Through 28, they market “Toxic Breakup,” a supplement promoting the discontinuation of hormonal birth control. Evie offers limited-edition apparel, most recently, a corseted “raw milkmaid” sundress “inspired by 18th-century European dairymaids.”
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Building a “Feminine” Empire
“We aim to establish the definitive resource for femininity,” stated Mrs. Hugoboom, the public face of both enterprises.
For Mrs. Hugoboom, femininity diverges from feminism. She defines feminism not as equal rights but as a self-despising, anti-family, and anti-male movement that criticizes women who “choose traditional roles.” Despite leading two companies, she is particularly critical of “girlboss feminism.”
Her interpretation of this concept, which shifted from widespread acclaim to general rejection in the 2010s, is that it urges women to emulate men to achieve corporate success. She argues this message has led to anxiety, loneliness, and dissatisfaction among women. Instead, she posits that faith, family, and love, rather than “casual sex, careerism, or ideological activism,” provide greater fulfillment.
“I believe more women desire a gentle, beautiful existence, rather than feeling pressured to accomplish everything,” Mrs. Hugoboom explained.
Evie Magazine: Content and Ideology
Evie initially appears nonpartisan, offering daily content on topics from award season red carpets to skinny jeans styling. However, beyond superficial trends and celebrity features, readers encounter articles promoting ideologies considered fringe even within conservative circles. These include critiques of no-fault divorce and I.V.F., presented in an engaging and accessible manner. For example, a typical Evie headline reads: “Amy From ‘Love Is Blind’ Is Right To Be Hesitant About Birth Control.”
The publication operates on the premise that the Evie reader aspires to marriage and motherhood, acknowledging limited choices: pursuing education and careers (secondary to family), embracing sexual experiences (within marriage), and postponing pregnancy (using “natural” fertility tracking).
Evie portrays motherhood as threatened, citing declining birthrates, despite polls indicating most Americans still desire parenthood. “Be a rebel. Start a family,” encourages a full-page Evie advertisement featuring a shirtless man embracing a pregnant woman.
Stephen K. Bannon has praised Evie’s “incredible coverage.” Candace Owens, a right-wing commentator, and Brett Cooper, a conservative YouTuber, have also expressed their support, acknowledging Evie’s early and influential presence in this media space.
Criticism and Appeal
Even Evie’s detractors recognize its messaging’s allure. Sara Petersen, author of “Momfluenced,” described it as “a perfectly pretty gateway drug to ideologies which exist to protect the privileged and further disenfranchise the marginalized” in a Substack post.
Emily Amick, author of “Democracy in Retrograde,” emphasizes the need for Democrats to address Evie and similar conservative “girly-pop ecosystem” media outlets. She argues they target “moderate, apolitical, exhausted women” disillusioned by insufficient support for working mothers.
“By integrating identity politics and conservative values into lifestyle and wellness content, the right has successfully captured a segment of women voters the left never anticipated losing,” Ms. Amick wrote on her Substack.
The Hugobooms explicitly aim to reach women who feel neglected. Evie’s “About” page states, “Millions of women have been forgotten by the publishing world… Women are no longer buying what they’re selling. And if you’re reading this, we have a feeling you’re going to feel right at home.”
“Eve Who Will Save the World”
As a teenager, Brittany Martinez (Mrs. Hugoboom’s maiden name) engaged with popular teen magazines and participated in model searches, winning an Elle Girl competition. Raised Catholic with frequent relocations due to her father’s banking career, she embraced “tradcath,” a term for Traditionalist Catholic, around a decade ago.
“Now I prefer the Latin Mass,” Mrs. Hugoboom stated. “One of my associates is an exorcist. I appreciate that.” Mr. Hugoboom proposed at the Vatican.
They met as 18-year-old students at the University of Dallas. Mr. Hugoboom, raised in Memphis as one of eight children of naturopath parents, described his upbringing as aligned with the MAHA (“Make America Healthy Again”) movement.
Mr. Hugoboom recounted an early date at Whole Foods where he introduced Mrs. Hugoboom to “real cheese” as opposed to “American” cheese.
“You probably saved me from obesity,” Mrs. Hugoboom joked, mentioning her childhood diet included Lunchables.
The Hugobooms left college and moved to Los Angeles. She modeled for brands like Bebe and Adidas, while he worked in creative development.
The Genesis of Evie Magazine
By the late 2010s, many women’s magazines leaned left, influenced by online feminist media like Jezebel and The Cut. Mrs. Hugoboom enjoyed pop culture and fashion, but felt publications covering topics like Taylor Swift also included content on polyamory and Marxism. She perceived a void in positive portrayals of marriage and motherhood.
This led to Evie Magazine: a fashionable publication celebrating “femininity.” It aimed to be escapist and aspirational, but featuring cover women who might enter beauty pageants shortly after childbirth, exemplified by recent cover star Hannah Neeleman. Mrs. Hugoboom described the magazine’s name as a play on the biblical Eve: “Eve screwed the world, and this is a new Eve who will save the world.”
Mrs. Hugoboom recalled a media executive dismissing their concept, suggesting conservative women were nonexistent and would merely adopt their husbands’ views. “I think women are more complex and have independent thoughts,” Mrs. Hugoboom responded, years later still expressing irritation.
Evie launched in 2019, securing funding from private angel investors they declined to name. (Mrs. Hugoboom’s father is listed as an executive in Evie’s holding company records as an investor).
“She’s Classier than Cosmo, Sexier than Refinery29, and Smarter than Bustle,” Mrs. Hugoboom asserted in a Quillette article announcing Evie. She argued conservatives needed such a magazine to engage with and reshape pop culture. “We need to involve ourselves in the creation of pop culture, and thereby help change how that category is defined.”
Many Evie writers have ties to conservative institutions. The website regularly features content reflecting conservative stances on abortion, transgender rights, vaccines, and support for the Trump family. The Hugobooms find the “far-right” label irritating, citing a “double standard” as outlets like Teen Vogue and Refinery29 are not always explicitly labeled as left-wing. Both Trump voters, they felt mainstream media presented outdated portrayals of conservatives.
Challenging Conservative Norms
They highlighted perspectives unconventional for right-leaning media. Evie features explicit sexual advice, albeit for “married women only.” It advises women to resist unwanted sexual pressure from partners. Writers have criticized misogyny within online “manosphere” and “incel” communities. Evie models wear revealing attire, reflecting an editorial stance that “modest isn’t always hottest.” Mrs. Hugoboom jokingly acknowledged on X that Evie sundresses might cause “unplanned pregnancy” due to their low-cut design, dismaying some conservative readers.
Mrs. Hugoboom attributes reader diversity and early coverage of topics like criticism of hookup culture and women’s hormonal health to this modern “feminine” perspective. The Hugobooms provided an analysis indicating similar Democratic and Republican subscriber levels.
Evie’s social content garnered around 100 million views in February, according to an internal report. While Evie’s social media following of approximately half a million is smaller than competitors like Cosmopolitan, its growth rate is strong while some competitors are declining, according to limited data.
The Hugobooms declined to share further growth data due to ongoing fundraising plans. However, they suggest page views and subscribers may not be the primary metric.
They cited inspiration from Glossier, a beauty brand that grew from a blog with a small but devoted following into a billion-dollar enterprise.
“Breaking Up With Birth Control”
Following Evie’s launch, the Hugobooms considered ventures like a clean beauty brand or a “classically feminine” lingerie line. They became interested in women’s fertility due to concerns about pregnancy difficulties and a desire to “empower” women to understand their bodies, according to Mrs. Hugoboom.
Networking led to a meeting with Mr. Thiel, who invested in their menstrual cycle-based wellness app.
Mr. Thiel, who once questioned women’s suffrage, might seem an unlikely investor in femtech. However, he is among conservatives concerned about declining birthrates’ impact on economic growth and societal well-being.
They pitched him on “the fertility crisis,” Mrs. Hugoboom recalled.
She recounted his positive response, and his spokesperson confirmed his $2 million personal investment in the app, 28 (totaling $3.2 million raised).
The app promotes natural family planning, suggesting diet and exercise for menstrual cycle phases, workout videos, recipes, and emotional support. It also promotes the idea that hormonal birth control is detrimental. Advertisements for “detox” supplements sold through the app read, “Goodbye toxicity.”
Evie’s print editions advertise 28. The website features numerous articles critical of hormonal birth control, as well as non-hormonal options like copper IUDs and condoms. It also publishes alarmist stories about rare but severe side effects from hormonal birth control, despite pregnancy carrying a higher risk of blood clots.
Evie is “pro-life, obviously,” Mrs. Hugoboom stated, dismissing the idea of banning all birth control. “If you don’t want to be a mom, don’t be a mom,” she said. “No one should force you to be one. It’s hard work. It’s harder than being a girl boss.”
Controversy and Influence
With increasing awareness of the pill’s side effects, calls are growing for greater attention to women’s adverse reaction complaints. However, severe complications are uncommon. Critics argue Evie and 28 promote a political agenda by suggesting birth control is dangerous, aligning with conservative politicians and groups seeking to restrict contraception access.
Katie Gatti Tassin, co-host of “Diabolical Lies,” realized during an episode about Evie that she had been influenced by anti-contraception messaging. Ms. Gatti Tassin, 30, quit the pill in 2022 based on a vague notion to connect with her natural cycle, later realizing she had been swayed by social media wellness and lifestyle influencers.
“If someone like me, focused on feminism and left-leaning politics, still feels slightly uneasy about birth control, it indicates the power and approach of their project,” Ms. Gatti Tassin concluded.
“Not In Their Nature”
Back in their apartment, the Hugobooms’ daughters joined them with Mr. Hugoboom’s sister. The scene, with Mrs. Hugoboom holding her baby while discussing her businesses, mirrored profiles of female founders striving for work-life balance, a concept associated with the feminism she criticizes.
Mrs. Hugoboom sees no contradiction between her role as a female conservative content creator promoting traditional gender roles and her own career success. She also sidesteps the discussion that lack of structural support for women, not feminism, might contribute to women feeling unsupported.
Echoes of the Past, Future Ambitions
Some view Mrs. Hugoboom as following in the path of anti-feminist figures like Phyllis Schlafly, who achieved professional success while opposing policies for gender equality. Evie writers have praised Schlafly. Mrs. Hugoboom claims no mentors and uncertainty about her future.
She expressed enthusiasm for potential future ventures: TV shows, podcasts, supplements, citing Glossier and Reese Witherspoon’s Hello Sunshine as inspiration. Alternatively, she mused about having “six kids, maybe teaching Pilates part time.”
Despite years building her businesses, she insisted most women are not suited for demanding careers.
“I think when most women try to do that, they fail,” she said. “Then they feel upset about it, when it’s not really in their nature.”
Stephanie Castillo and Kirsten Noyes contributed research.