Combining the wit and irreverence of internet culture with the sophistication and glamor of a magazine, Beta Male examined what meant to be a man in 2016.

Designed to celebrate the May 2016 launch of Invati, a new voluminous hair line from Aveda, Beta Male waded into all the confusion and excitement that comes with dating in the age of the right-swipe; and looked at changing (and enduring) ideas of masculinity—on college campus, in the workplace, in relationships.

Taking a humorous rather than self-serious approach, this limited run site served as an content testing zone for NYMedia, exploring everything from gadgets and spirits and food-dude culture, as well as sports and video-games and every other leisure pursuit. With a tone and range and witty intelligence similar to that of its female counterpart The Cut, Beta Male spoke to educated and affluent young men the same way that they  talk to each other. And featured the types of intimate, personal revelations and confessions that are currently found mostly on sites aimed at women.