The//Thirty launched in 2017 as a wellness-focused extension of Byrdie Beauty, born from a clear insight: the Byrdie community was eager for more health and wellness content. The name was inspired by the idea that it takes 30 days to turn an action into a habit—though not strictly scientific, it provided a compelling foundation for storytelling. The challenge? Bringing this concept to life in a way that was both engaging and authentic, without overpromising results.

To give the brand a clear purpose, we introduced My Next Thirty, a monthly franchise that became The//Thirty’s defining feature. Each month, we set a new goal for our community to take on together, breaking it down into weekly challenges supported by curated content. This ensured sustained engagement—not just at the start of the month, but throughout the entire 30-day journey.