iVillage's Beauty & Style Editor Keeps it Real for 30 Million Readers

By Meredith Barnett
March 21, 2011

Ysolt Usigan

Ysolt Usigan, Senior Editor, iVillage Beauty & Style

Human resources experts always emphasize the importance of "fit" between a prospective employee and a company. Well the hiring manager at iVillage deserves a pat on the back (hey, maybe even a bonus) for bringing on Ysolt Usigan as Senior Editor, Beauty & Style. This is a woman who eats, sleeps and breathes (or shall we say shops, researches and writes) for her readers, whether she's churning out a post on Taylor Swift's favorite beauty products or bargain hunting for the latest fashion trends at consignment stores on the weekends.

"I'm obsessed with style," said the New Jersey native, who has been with iVillage, a resource Website for women, for the past four years and worked previously as a web editor at New Jersey Life, a luxury lifestyle publication; College Bound Teen magazine, and a variety of other newspapers and magazines. "But my passion is more for the readers. Even though I like style for myself and I like buying clothes, I'm even more obsessed with giving my readers the best info for them. I like to keep it real. I'm all about giving women real life advice. So many publications out there give you ideas that are unattainable."

Indeed, iVillage, boasting 30 million unique monthly visitors and counting, has maintained its position as a leader in the women's online media space precisely for keeping it real. "iVillage strives to make a woman's life easier," said Ysalt Usigan. "I’m not going to suggest you buy a $1,000 handbag or a $200 pair of jeans. Instead, I’ll tell you where to find it for cheap (or at the very least, something like it)... A lot of our readers are moms—working moms—women on the go. We need to keep their budgets in mind because they have families to care for in addition to their own shopping. Real life, real style, for people on a budget."

Which is, of course, Ysolt Usigan's personal mantra, too. "I like being current, but I also love a good bargain," she said. "If I can get it for less, I will wear it. But I will never pay full price for anything. That's where my own style and budget coincide with iVillage's mission to help readers."

Ysolt Usigan sticks to a tried-and-true shopping formula, season after season: "I have a system… Every season, I make a 'mood board' (kind of like what artists, decorators and designers use) of all of the stuff I’m inspired by. Then, I shop. I scour eBay and other shopping sites with my wardrobe game plan in mind. That way, all of the pieces in my cart are versatile, and can mix and match with each other." Usigan is also a self-described "consignment store and vintage shopping nut," but she only hits the boutiques after she's done her research.

Her current mood board is bursting with color. "Right now, I’m loving mixing big, bold stripes with other patterns," she told us. "I’m also stoked that the ‘70s are back for spring. Hello, bell bottoms and chunky platforms, I’m going to wear you with the boho-chic stuff I already have in my wardrobe from season’s past. And of course, zesty colors like orange, lime and yellow. I’m tan, and my look goes well with citrus." (She's also consulting iVillage's Spring Style A to Z Guide, a section she notes is getting a lot of hits right now as her readers prepare their warm weather wardrobes.)

iVillage Beauty & Style

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iVillage Beauty & Style
Spring Style A to Z: Usigan says that traffic to this spring style guide is rising as readers begin to plan their purchases for the warmer weather ahead.
Style Pile: The Essential Items That Define Your Look: The Style Pile, featuring the must-have items of fashionable women, is another popular feature. Usigan's includes bright accessories, a MacBook and a Blackberry.
We Asked, She Answered: Taylor Swift on Makeup, Trends & Shoes: Usigan penned this interview with the world-famous singer.
Got a Question for Louis Licari?: Usigan tells us that iVillage users love reading about hair. Contributor Louis Licari gets loads of questions sent his way.
How to Wear Sweatpants in Public: Usigan says that this feature has been among the most popular recent articles.

Fortunately, a recent move prompted a full-blown spring cleaning (eBay served as a trusty assistant), so she has plenty of room in her closet. "I was moving recently and I realized I had so many shoes I've never worn and bags I'd never used. I was moving from New Jersey to New York, so I had less space. I had to purge, so I decided to sell items on eBay. I sold almost everything. it made me feel better about having spent the money in the first place. You hate to waste good fashion. It felt really good to share my stuff with everyone. One woman's trash is another woman's treasure, right? I sold a BCBG clutch, a Charles David handbag—it made me feel really good."

Usigan, whose favorite eBay keywords are Diane von Furstenberg (she's obsessed with the designer) and "new" ("if it's brand new and you're getting it for less, it's like a goldmine!" she said} took to eBay to kick off her spring shopping.

Here, Usigan's eBay wish list.

Roll over items for details

Kate Spade Manuela Connect Four Print Cosmetic Bag

(buy it now price, $94)

New Rebecca Minkoff Morning After Mini Bag

(buy it now price, $379.99)

Cotton Orange Cropped Capri Pants

(buy it now price, $19)

Diane Von Furstenburg Silk Floral Paisley Scarf Wrap

(buy it now price, $16)

Cocktail Snake Around Skull Yellow Gold Ring

(starting bid, $3.99)

Vtg 50s Tan Jute/Burlap Gold Full Circle Skirt

(buy it now price, $149.99)

New Nine West Candyce Brown Oxfords Shoes

(buy it now price, $54.99)

iVillage's Beauty & Style Editor Keeps it Real for 30 Million Readers

1. Kate Spade Cosmetic Bag: "I’m obsessed with Kate Spade. I’m planning a lot of vacations this summer and fall, and this cosmetic bag, which is as roomy as it is cute, will be a godsend."

2. New Rebecca Minkoff "Morning After" Mini Bag: "'Hello, lover,' is what I want to say to this bag. Black-and-white is a timeless combination. I know a bag like this at $479.99 is worth the splurge because I’ll use it for seasons to come. Even better, it’s from Rebecca Minkoff's Spring 2011 collection, so it's brand new!"

3. Orange Cropped Capri Pants: I know what you’re going to say: this color is crazy! But for spring, orange is going to be way hot. I’ll just pair these trousers with subdued tops and shoes to offset the boldness of the hue.

4. Diane von Furstenberg Silk Scarf: "I love anything DvF. And for $16, this wrap is a total steal! I also wear a lot of bright, bold colors. I rarely wear black. This piece will work well with my wardrobe."

5. Snake and Skull Cocktail Ring: "A gold cocktail ring is part of my uniform, so I can never get enough of them! This snake and skull one will be a fun addition."

6. '50s Style Circle Skirt: "At the risk of looking like a sister-wife, I’m still going to wear full skirts this upcoming season. If you’re going to do the same, just make sure your top half is sexy, funky or fresh to offset the old-world skirt."

7. Nine West Oxford Shoes: "I saw this at the store for one hot second, but hesitated on the purchase. Luckily, eBay gives some of these hot finds a new life. These will go great with my cropped trousers and full skirts—two big trends for spring!"

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