Mattias Swenson, one of Bloglovin's cofounders. (linkedin.com)

New York-based startup non-incubator Betaworks announced today that it's making a new investment in Bloglovin, the fashion and design lover's answer to RSS, according to GigaOm. Bloglovin is a Swedish company that curates blog posts, much like an RSS reader, but with a strong focus on aesthetics. It also can notify you via phone or email whenever one of your followed blogs updates.

GigaOm reports:

New York-based Internet company Betaworks is announcing today that it, along with former Glam CFO and Microsoft executive Bruce Jaffe, is making a “significant” investment in the startup....the companies said the funding is meant to accelerate the growth of the product, including its mobile presence. By the end of the year, they said, the company could add about five more developers and, potentially, a monetization-focused hire in New York.

Betaworks already backs several companies hinging on engagement, including stats trackers Chartbeat, Bitly and Socialflow, so Bloglovin seems like it will fold into the Betaworks family nicely.

“The category is something that makes a ton of sense for us at Betaworks," Betaworks CEO John Borthwick told GigaOm. “We look for engagement at Betaworks and there’s real engagement here.”