PopSugar Expands into Beauty

The 19-piece beauty collection will be available online and at Ulta Beauty, the brand’s exclusive retail partner.

NORTH AMERICA–The Musmanno Group has partnered with Bona Fide Beauty Lab to create a robust beauty range for its client PopSugar.

The 19-piece line, dubbed Beauty by PopSugar, will debut online at BeautyByPopSugar.com as well as Ulta Beauty, the brand’s exclusive retail partner. Ulta’s e-commerce site will also stock the range.

“We’ve been at the content thing for over 10 years, and we looked at extending the brand from a licensing perspective,” says Lisa Sugar, president and founder, PopSugar. “We felt PopSugar has become such a trusted voice that it was time to think of new revenue sources.”

The deal also marks the first time PopSugar-branded beauty products will be available. The brand is also planning to expand into additional categories such as skin care, complexion and fragrance.