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.