Brit + Co. adds user profiles and favorites to its technology, lifestyle and e-commerce website

Brit + Co., the lifestyle brand that wants to teach the digital generation “creative solutions for their online and offline lives”, has added both user profiles and a favorites feature to give readers a more personalized experience on its website.

The addition of favorites, which has been available on the company’s iOS app for a couple of months now, means that users can keep tabs on various DIY projects and recipes, products they might want to buy, or articles they want to save for later. Readers simply hit the star icon next to each post, and the rest is taken care of.

Favorites are then stored on the user’s profile, which can also be used to manage ‘Brit Kit’ subscriptions – essentially DIY starter packs that include all of the materials and instructions needed to complete a basic project. Profiles aren’t yet available on the Brit and Co. mobile apps, but the company has promised that the feature is “on its way next.”

Brit + Co. was started by Brit Morin, who many people have described as “Silicon Valley’s Martha Stewart”. Before starting her own company she worked for four years at Google, helping to launch and grow products such as Google Maps, Google Search, Google TV and iGoogle. If that sounds impressive, it’s worth bearing in mind that she’s also worked at Apple, specifically on a small, insignificant media player called iTunes.

Since launching the Brit + Co. website in 2011, more than three million people have visited it to get inspired about technology, food, health and events. That success has allowed it to partner with a number of high-street lifestyle and tech brands too, including 3M, Fab, Intel, L’Oreal, Nikon, and UNIQLO.

Brit and Co. was also one of the companies featured in our guide to the “10 hottest West Coast startups in 2013” – be sure to check it out for other firms making waves in the area.