is a new resource for Latina women, a lifestyle and news-based media outlet for US-born Latinas, launched this week with Target as a leading retail advertising partner., a lifestyle and news-based media outlet for US-born Latinas, launched this week with Target as a leading retail advertising partner. The website will provide Latina moms and daughters with positive, useful, and culturally specific content in a number of verticals, including health, money, school, and style.

“We saw an incredible need within the Latino community for something that addressed the acculturated, English-speaking Latina mom experience,” said Rene Alegria, CEO and founder of the website.

Alegria started the site after realizing he was surrounded by exceptional Latina moms who are accomplishing great things with their families and careers, but don't have an outlet to call their own. One focus-area of the site will be middle-class Latina moms who are caring for a family.

Before launching, Alegria pulled together a group of powerful Latinas, including moms and journalists, to best determine what content the site should offer. In addition to providing relevant lifestyle content, the site will include inspirational stories of accomplished and powerful individuals within the Latina community, so that the site's message “is one of empowerment,” Alegria said. Many of those stories will be op-ed style pieces.

As the leading retail advertising partner, Target will provide ads for, as well as contribute content to editorial stories when it has information to share that is relevant to Latina moms. For example, Target may provide information about its pharmacy offerings for a health story.

Courtney Foster, spokesperson for Target, said the partnership is an extension of the brand's ongoing commitment to meet the needs and wants of the Hispanic community.

“Just as is a site that speaks to the changing needs of Latina moms, Target is always looking at how we can meet the changing needs of our guests, no matter their background or lifestyle,” Foster said.

Alegria approached Target about the relationship because he felt the company's message and focus as a brand was a good fit with and its target demographic.

“We definitely felt that Target's creative, aspirational, design-forward way of looking at the world is synonymous with this group,” Alegria said.

He explained that the website will be adding other advertising partners in the future, particularly ones that align with the Latina mom community in a positive way.

Editorial content on the site is currently being handled by a team of writers managed by Sylvia Martinez, VP and editorial director of

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