This isn’t exactly a secret, but we’ve unveiled a new website for women today, called Yahoo! Shine.

When our editorial team — which includes editors that hail from Lucky to Jane to the Wall Street Journal — sat down to conceive it, we wanted to avoid all of the buckets that advertisers or marketers tend to put us in. We didn’t want to be a site just for moms or just for single or working women, or any specific demo- or psychographic. We wanted to create a smart, dynamic place for women to gather, get info, and connect with each other and the world around them. The important thing wasn’t how to talk to a 32.5 year-old with 2.2 kids but how to inspire you laugh, think, get mad, empathize, and be surprised and entertained.

Shine melds content from the best writers and bloggers in women publishing (Glamour, Self, Bon Appetit, Redbook, Cosmo, InStyle, Women’s Health… to name just a few) with editorial from popular Yahoo! properties like Yahoo! Health, Yahoo! Tech, Yahoo! Food, and Yahoo! Green with content created by you. That’s right — we want you to be a part of it, not just a bystander. This isn’t a magazine or a TV show where you are an inactive participant — you help create the site. We want you to blog (go here to start your own, it’s pretty easy… and your post could be featured as prominently as partner content), comment on articles, vote in our daily polls, join in the harangue as we discuss daily events.

What you won’t find on Shine: Advice on how to please your man and diets that urge you to “lose 10 pound fast!” What you will find on Shine: Why buying an expensive “It Bag” is a waste of money; how to make a meal in 30 minutes and how to make a face mask out of last night’s 30-minute meal (okay not really, but you get the idea); how to de-stress at your desk; sharp, opinionated takes on the news; and finally, that you aren’t alone in your “Dancing with the Stars” obsession.

We women are experiencing something very cool happening in our culture today and Shine plans to be right in the middle of it. We’ve got a woman campaigning for the top job in the country, female bloggers now outnumber men, and we’ve got Tina Fey writing a hit network show, for goodness sakes. We no longer need to stand by passively as the media portrays us as fashion-obsessed diet victims. With the Internet as our megaphone, we can now portray ourselves as funny, opinionated women who are in charge of our incomes, careers, families, and happiness.

And isn’t that all we’ve ever wanted?

Brandon Holley
Editor-in-Chief, Yahoo! Shine