Gauthier came up with the concept for Vain about a year and a half ago, just as the economy was starting to become a real cause for concern. “I was picking up a bunch of magazines — like O, Essence and Cosmo — and I realized that even after reading all these magazines front to back I still felt unfulfilled,” she said of her reasons for developing Vain. “Where were the real women who were doing important things who weren’t celebrities?”
An industry vet herself, Gauthier assembled a ten-person team of magazine professionals who were willing to donate their time to help make her vision a reality. She pumped over $10,000 of her own money into the project and enlisted the help of the Wise Group, an custom communications company based in Ohio, who handle design and production for Vain.
“Vain is really speaking to the average woman,” Gauthier explained. “It celebrates the uncelebrated girl, but it also has celebrities, and it’s a real service magazine. I was able to assemble a really great team but I couldn’t believe that so many people wanted to try something so new…I let everyone know from the beginning that it was a pure passion project. Editors, writers and photographers, they all offered to work for free.”