Online media company Refinery29 is partnering with Relativity Television and Relativity’s fashion division, M3/Relativity, to develop Refinery properties for more traditional linear TV outlets, focused on fashion and beauty topics, one of the biggest sectors in online video and other parts of the web. Under the deal, Relativity’s units will work with Refinery to turn its online content into programming for more traditional TV shows. M3’s role will in part be to bring in its prominent clients in the fashion world for on-air appearances.

“This partnership represents a great merger of two brands, Relativity and Refinery 29, which have the ability to take content development to the next level through top-tier relationships, experience and a shared vision to elevate creative programing for the most desired audience,” said Relativity Television CEO Tom Forman.

Refinery29.com logoReality TV already claims 30 TV series and specials projects in active production with various outlets. Under the new partnership, shows will be created with an initial launch on digital platforms before segueing to traditional television. M3 President Mitch Grossbach said the partnership plugs in with Relativity’s broader plans to dominate the creation of TV programming for the fashion and beauty sector.

“We’re confident, and excited, that Relativity’s production expertise and superior talent roster paired with Refinery29’s unique take on style and fashion will culminate in an influential new wave of television programming,” said Refinery29 co-founder Justin Stefano. Refinery is a New York-based website covering a wide array of health, beauty, lifestyle and related topics tuned for a younger and female-leaning audience. The site is backed by $30 million in funding from investors including Hearst Corporate, Stripes Group, FLOODGATE, First Round, Lerer Ventures and Eastern Capital