Mail and Metro publisher DMGT is targeting millennial women with a new fashion and beauty brand, Eliza.

By launching on Instagram in January and on Tiktok last month ahead of the website coming this week, Eliza has already been a social-first landmark for DMGT.

Eliza editor Joanna Bridger (pictured), who has worked at DMGT for nearly a decade, most recently as features director for the Mail on Sunday’s You magazine, told Press Gazette that millennial women are a demographic the company currently does not “necessarily provide for specifically”.