In the Groove is a lifestyle destination that engages with age-defying women in a fresh and genuine way. Our original content speaks to women honestly and intimately, in a type of shorthand that says “We get it and we get you.” We’re the cool girlfriend who helps you discover and buy the stuff you want and need. And like all BFFs, we’ll hang out and connect with a series of in person events. Welcome to the modern age. It’s not what you expected.