In May 1929, the two legendary titles (Eve published from 1926, and Britannia published from 1928) were brought together to form 'Britannia and Eve'. Though billed as 'a monthly journal for men and women', the style and content was largely aimed at and focussed on a female readership. 

Britannia and Eve was notable for its coverage of women in art, sport, literature and lifestyle, featuring significant women writers. Daphne du Maurier penned the theatrical short story, The Leading Lady for July 1934, a character who "knew how to play her cards right long before the rise of the curtain". Joanna Cannan brought Cleverness isn't Everything to March 1939, with the now famous quote, "there are more ways to a man's heart, as every woman knows..."

Women artists featured, including Pauline Baynes, illustrator of Grandma and the Plum Tree in March 1952, and Christmas in Roman London for December 1954. The covers were noted for their bold designs, particularly strong art deco style, notably Pat Charles brought her front covers such as the elegant woman in full colour for February 1935. 

The magazine rapidly grew a readership of wealthy and aspirational women, drawn to the features on fashion and home, interior design, shopping, short stories, and lavish illustrations, alongside general news coverage. Vivid in style and format, Britannia and Eve used colour illustration, advertising and photography to bring to life headlines, articles, analysis and tastes of the time.