PopSugar’s beauty venture – Beauty by PopSugar – has been confirmed, with the release set for March next year.
Beauty by PopSugar will contain approximately 75 SKUs, with most of its range made up of colour cosmetics. There are also whispers of future additions including skin care, fragrance, and hair products.
The range is due to sell via PopSugar’s namesake website, as well as Ulta Beauty in the US. Ulta Beauty senior vice president Tara Simon spoke with WWD about the working relationship, saying: “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 both brands’ audience].”
The products will be 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.
At this stage, not much else is known about the project so watch this space.
