An independent women's monthly that mixes ethical concerns with the staples of the genre, is hoping to give monthlies for 30-somethings "a run for their money".
Tonic, which launched this month, aims to "bridge the gap between an ethical health and lifestyle magazine and the normal consumer celebrity interviews, real-life stories, fashion and beauty", according to editor Sarah Flower.
The title will compete with established magazines such as Woman & Home, Eve, Easy Living, and Red. Flower said the market was tough, but Tonic would fight its corner.
"We are an independent publisher so we haven't got the budgets of Emap and IPC, but we hope to give them all a run for their money. Obviously we have an uphill struggle, because they have more money and staff. But the feedback so far has been that it's a very professional magazine, hitting the market we want to hit."
Flower previously associate editor on South West magazine and a qualified health consultant and nutritionist, added that Tonic was for women "fed up of having the skinny celebrity, must be a size zero type of article.
They want something that challenges them intellectually, and gives them something in their life rather than being patronising".
The title, based in Devon and published by Aston Port, has a first issue print run of 70,000 and costs £2.80.