Who reads Midlifechic?

Midlifechic is written by Nikki Garnett, an award-winning blogger, experienced retail marketer and former editor of Selfridges magazine. Known as the thinking woman’s style blog, it is a destination for intelligent, discerning women in midlife who are looking for an ageless, considered approach to style and to the life around it.

Our readers are well into the second half of their lives and getting on with it. Many are at the height of careers they enjoy, running businesses, returning to work after a pause, or thinking carefully about what they want the next twenty years to look like. They have a good disposable income and treat themselves alongside their homes and families, but they are savvy with their money and care about quality, longevity and value.

They come to Midlifechic for honest advice on style and grooming that helps them look polished and current without losing themselves to trend. In style terms, they lean Parisian chic over bohemian cool. They also come for the conversation around what midlife actually feels like: perimenopause and menopause, the empty nest, ageing parents, marriage and identity at fifty-plus, work that still energises them, and travel that opens up the world again. A trusting community of women has built up around the sincerity of the writing, and the comments are where a lot of the magic happens.

What we cover

  • Women’s style and wardrobe-building
  • Accessories and shoes
  • Beauty, grooming and skincare
  • Hair
  • Health, wellbeing and fitness
  • Perimenopause and menopause
  • Travel and considered adventure
  • Home, interiors and the practicalities of midlife living
  • The emotional terrain of midlife: the empty nest, ageing parents, the question of what’s next

Ways to work with us

Nikki has spent her career in marketing at director level, including nine years as head of marketing at Selfridges and editor of its customer magazine, with earlier roles at Marks & Spencer and the BBC. Alongside Midlifechic she runs Apparatus Marketing, with past clients including John Lewis, M&S, Harrods and New Look. Briefs are read quickly, strategically and with editorial standards intact. If a project is a good fit for our readers, here are the ways we work, and a few we don’t.

Sponsored content

Where there is a real fit with our readers, we collaborate with brands on sponsored posts, Instagram content and longer-form features. Nikki retains full editorial control and writes every piece personally, in her own voice and honest opinion. All links are nofollow and disclosure sits at the foot of every post in line with ASA guidance. Sponsored work gets the same essay treatment as the rest of the blog, and our readers know it.

Gifted products and PR samples

We’re happy to receive gifted product and PR samples where the brand fits the audience. Please note that gifting does not guarantee a review, and we reserve editorial judgement on how, when, where and whether something appears. All reviews are written in Nikki’s own words, gifted items are clearly declared and any links are nofollow.

Events and Escapes

Midlifechic runs a programme of face-to-face Events and Escapes for our readers, with more planned for 2027 and beyond. Events bring readers together for lunches, day meet-ups and weekend retreats in the UK, co-led by Nikki and her team. Escapes are longer destination trips further afield, designed around a specific place or experience. Brand sponsorship is a key part of how we build these. Sponsors can show up through welcome gifts, in-room or in-bag product, a hosted workshop or styling moment, a branded drinks or dinner element, post-event editorial coverage on the blog and newsletter, or a longer integrated partnership across multiple events. We’re equally open to conversations with hotels, restaurants, venues, destinations and tour operators who’d like to host or co-create an Event or Escape with us. If you have a property, a product, a concept or a partnership idea that genuinely suits the audience, please get in touch.

Newsletter partnerships

Alongside the blog, Midlifechic runs a regular email newsletter that goes out to a growing list of engaged readers. The newsletter opens up an additional, more direct way for the right brands and partners to reach the Midlifechic audience. Please get in touch if you’d like to discuss a feature or partnership.

Our editorial standards

Editorial control sits with Nikki. All sponsored and gifted work is clearly disclosed. All commercial links are nofollow. Sponsored content carries a footer disclosure on the post. Gifted items are declared in the body. We follow ASA guidance and we treat our readers’ trust as the most valuable thing we have.

Things we don’t do

We don’t publish dofollow links, guest posts, pre-written or syndicated content, guaranteed unpaid product reviews or unpaid brand posts. We don’t run competitions and we don’t share our readers’ data. We don’t disguise commercial work as editorial, and we don’t recommend anything Nikki wouldn’t choose herself.

Brands we’ve worked with

A small selection from years of brand work across style, beauty, home and travel. Detailed case studies and a current partner list are available on request.

John Lewis
Hush
Finery
Boden
Marks & Spencer
Baukjen
The White Company
Uniqlo
No7
Specsavers
Caudalie

Audience and reach

Midlifechic reaches around half a million readers on the blog and an engaged Instagram community of 43k at @midlifechic, alongside a growing email newsletter audience. Our readers are predominantly UK-based women aged 45 to 65, with strong secondary audiences in the US, Canada, Australia and Europe.

Full audience data, engagement breakdowns, recent case studies and reach figures for blog, Instagram and newsletter are available on request when we discuss a brief.

Get in touch

For commercial partnerships, sponsored content, event and escape collaborations and newsletter enquiries, please email mal@midlifechic.co.uk or use the form below. For press, gifting and editorial enquiries, please email nikki@midlifechic.co.uk.

The form has a dropdown to help us route your enquiry quickly. We aim to come back to every genuine enquiry within five working days.