Oh Comely is owned by Iceberg press (Lisa Sykes) and was launched in 2010. It is a mindful magazine with a fresh perspective. It constructs a representation of femininity with its focus on creativity and quirkiness. The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. The absence of men as part of the representation of masculinity in Oh Comely magazine.

Typically, Women’s magazines often use content that focuses mainly on appearance, whether that be makeup, weight or clothes.