Last July it was confirmed that PopSugar’s beauty venture – Beauty by PopSugar – was set for a March 2018 release. Now, with March in our sights, the Millennial-focused cosmetics line has given everyone a first look at its packaging, products, and formulas.
On March 11 the line will be released on beautybypopsugar.com and through Ulta Beauty; with the 19 product range (made up of 85 SKUs) formulated from what PopSugar consumers told the media giant “they felt they needed that they didn’t have; and what would they hands down spend all of their money on,” as PopSugar founder Lisa Sugar told WWD.
“We’ve been at the content thing for over 10 years, and we looked at extending the brand from a licensing perspective. We felt PopSugar has become such a trusted voice that it was time to think of new revenue sources,” added Sugar.
The products range from an $US18 lipgloss to a $US42 eye palette, with eyes, face and brows all covered by the Gen-Z focused makeup line. Further, all of the products were developed with a “No Bad Ingredients” mantra, as dictated by PopSugar’s dedicated readers.
Packaging-wise, the clean, optic white exterior is emblazoned with blue watercolour poppies – painted by South African artist Magrikie Berg. Speaking with WWD, Bona Fide Beauty Lab co-founder Pam Baxter explained that the packaging “was deliberate in an effort to speak to this demographic. It’s feminine and fresh, but not too girly.”
The products were developed under a licensing agreement with Bona Fide Beauty Lab, a company founded by former Estée Lauder and LVMH exec Pam Baxter, and media entrepreneur Cathy O’Brien.
It is currently unknown if the products will be available outside of the US.
