Primer (’praɪmə)


  1. A person or thing that primes
  2. Something that gets you ready for what comes next

The Primer On Primer

Hello, and thank you.

Thank you for visiting us – and for helping us make a difference (more on this later). Primer is a site that reflects everything that women are, and all that we want to be.

We love fashion and beauty, which is why you’ll find so many inspirational, clever, and inclusive shopping features and stories on Primer.

But we also know that an interest in fashion and beauty doesn’t preclude an interest in current affairs… which is why you’ll also find thought-provoking stories on the issues that matter written by some of Australia’s most engaging and exciting writers. Politics, business, the division of household labour – these are all topics we love to discuss, and we want you to talk about them too. You’ll often find us hanging around in the comments section, keen to hear your thoughts.


But that’s not all…


We also want to make a difference in a real, practical way. As well as talking about empowerment, we have embedded it in our DNA and in our business model. Primer is a social enterprise – Australia’s first digital media social enterprise, in fact – which means that we deliver 50 per cent of our profits to organisations that help women in desperate need.

This means that every time you click on a story or share it with a friend, you’re helping fund projects that make women’s lives better.

You can find out more about the not-for-profits and projects that we work with here – and if you’d like to work with us, please drop us a line here.

Thanks again for reading – and we hope you love Primer as much as we love creating it.

Anna and Felicity xx

The Primer On Anna And Felicity


We met while working at marie claire, and our friendship was forged through crazy deadlines, copious Red Bull (does anyone drink that anymore?) and break-neck lifts home in Anna’s massively untidy car.

We’d always talked about starting our own ‘thing’ – and now we finally have. It was important to us that Primer not only provided smart, intelligent reads and fun, authoritative fashion and beauty – the kind of thing we wanted to read but couldn’t find in Australia online – but that it genuinely made a difference.

A bit more about us…

Anna lives in Bondi, where she lives out all the avocado-toast and poke-bowl cliches you can imagine. Originally a news reporter, she has previously worked as the executive editor of marie claire Australia, the digital content manager for marie claire and InStyle and has also held senior positions at British marie claire and The Sunday Telegraph UK’s Stella magazine. She loves books, running and brilliant storytelling

Felicity lives in Melbourne, where the coffee is strong enough to propel her through life with four small children. Previously a deputy editor at marie claire, she loves reading, swimming and extremely basic sewing.

Editorial Policy

PRIMER conducts its journalism in accordance with the guidelines set out by the Australian Press Council.

These guidelines adhere to principles of accuracy and clarity; fairness and balance; privacy and avoidance of harm; and integrity and transparency. They are explained more fully below.

Advertiser policy

Any branded content, created in partnership with advertisers, is clearly marked as such at the top and bottom of the article.

In addition, within lifestyle content, PRIMER does occasionally include affiliate links, which means that we collect a small percentage of the sales price if a reader purchases an item using the link. To understand more about affiliate links, please visit Rakuten.


Australian Press Council guidelines

Publications are free to publish as they wish by reporting facts and expressing opinions, provided they take reasonable steps to comply with the following Principles and the Council’s other Standards of Practice.

 Accuracy and clarity

Ensure that factual material in news reports and elsewhere is accurate and not misleading, and is distinguishable from other material such as opinion.

Provide a correction or other adequate remedial action if published material is significantly inaccurate or misleading.

Fairness and balance

Ensure that factual material is presented with reasonable fairness and balance, and that writers’ expressions of opinion are not based on significantly inaccurate factual material or omission of key facts.

Ensure that where material refers adversely to a person, a fair opportunity is given for subsequent publication of a reply if that is reasonably necessary to address a possible breach of General Principle 3.

Privacy and avoidance of harm

Avoid intruding on a person’s reasonable expectations of privacy, unless doing so is sufficiently in the public interest.

Avoid causing or contributing materially to substantial offence, distress or prejudice, or a substantial risk to health or safety, unless doing so is sufficiently in the public interest.

Integrity and transparency

Avoid publishing material which has been gathered by deceptive or unfair means, unless doing so is sufficiently in the public interest.

Ensure that conflicts of interests are avoided or adequately disclosed, and that they do not influence published material.

Complaints Policy

PRIMER takes complaints about editorial content seriously.

If you wish to complain about editorial content, please follow the steps below:

How to complain

Write or email the details of your complaint to info@primer.com.au or PO Box 3399 Tamarama, NSW 2026.

Complaints will be accepted up to three months from the date of publication of the article/s you are complaining about.

Please provide a link to the relevant webpage, and any other details that will help us assess your complaint.

What happens next?

We aim to acknowledge your complaint within seven working days of receipt. We will respond to your complaint within 28 days.

If we accept that your complaint is valid, we will seek to address the issue as quickly as possible with a correction or apology.

Appeal process

If you are unhappy with our final response to your complaint, we encourage you to complain to the Australian Press Council.