January 21, 2021

PopSugar Ramps Up Its Beauty Profile

Digital darling PopSugar is preparing to apply its trademark breezy in-the-know panache to mainstream beauty.
Beauty by PopSugar is due to make its debut in March with about 75 stockkeeping units of mostly color cosmetics. That is meant to be a prelude to adding future categories, including skin care, fragrance and hair.
The brand will be featured on PopSugar’s namesake web site and retailed in select doors of Ulta Beauty. Tara Simon, senior vice president, Ulta Beauty prestige merchandising, noted how the companies have had a long working relationship. “PopSugar, with its highly engaged audience, combined with its beauty authority, offers Ulta Beauty a perfect media platform to reach our guests. We look forward to being the catalyst that will launch Beauty by PopSugar next spring. This launch represents an opportunity for our brands to collaborate and curate a product assortment that we know will resonate” with the customers of both companies.
The beauty line, which is being kept under wraps, is being developed under a licensing agreement with high-profile industry veterans — Pam Baxter, a former top executive at the Estée Lauder Cos. Inc., Dior and LVMH Moët Hennessy Louis Vuitton, and media entrepreneur Cathy O’Brien — via their new company, Bona

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