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About What The Fab

What The Fab is a travel and lifestyle website based in California, founded in 2012.

At What The Fab, we’re dedicated to helping women find fabulous in the everyday. Whether you’re planning an epic travel adventure and want to know all the best rooftop bars and restaurants for your destination, or you’re looking to uplevel your skincare game, we’ve got you covered.

When we create content for What The Fab, we do so with our best friends in mind—What’s the scoop on the latest Korean beauty trends that we want to dish over a glass of wine? How was our recent travel adventure and the spots we’re dying to tell you about? We write from personal experience, and we never, ever use AI to generate our content.

What The Fab’s Founder

Elise Armitage is a nationally syndicated freelance travel and lifestyle writer, and the founder of What The Fab.

At the beginning of 2019, Elise left her corporate job at Google to chase her dreams: being an entrepreneur and helping women find fabulous in the everyday. Since then, she’s launched her SEO course Six-Figure SEO, where she teaches bloggers how to create a passive revenue stream from their website. Featured in publications like Forbes, Elle, HerMoney, and Real Simple, Elise is a firm believer that you can be of both substance and style.