PopSugar, the media destination and lifestyle website aimed at mostly young women is joining the beauty game instead of just covering it. On March 11, Beauty by PopSugar will launch at beautybypopsugar.com and Ulta, the exclusive retail partner for two years according to a report from WWD.
Partnering with Bona Fide Beauty Lab, a beauty incubator founded by industry veterans Pamela Baxter, a former executive at the Estée Lauder Cos. Inc., Dior and LVMH Moët Hennessy Louis Vuitton, and Cathy O’Brien, who has spent over 20 years in senior executive roles in both the music and beauty industries, including almost a decade at the Estée Lauder Cos. Inc, Beauty by PopSugar brand will initially launch with a series of products including mascara, lipgloss and eyeshadow. According to the announcement also made on the popsugar, founder Lisa Sugar noted about the products, “Imagine mascara with two wands: one for your top and one for your bottom lashes. Lip glosses that feel smooth and luxurious. Eye shadows that feel like satin and leave the perfect amount of sparkle. Beauty by POPSUGAR is made for your happiest, healthiest face. This is where smart meets beauty.”
The collection, starts at $18 for ‘Be the Boss’ Lip Gloss and goes up to $42 for ‘Dawn’ and ‘Twilight Eye’ Palettes. According to WWD, beauty by pop sugar is “targeted to young Millennials and Generation Z shoppers, reflected in a sweet spot in the $20 range. This includes items such as Be Noticed Eye Shimmer Putty Powder, $23; a volumizing Thick & Thin Mascara, $25; a three-in-one Triple Play All You Need Brow pencil equipped with highlighter and clear brow gel, $23, and Sweet Stix Satin Matte Lip Color, $20. An eight-shade range of Just Enough Tinted Moisturizer SPF 15 Sunscreen, $32, is also part of the offering, as well as Make Me Blush Cheek Color, $30.”
Popsugar’s previous foray into beauty products was in the form of their PopSugar Must Have Boxes, a monthly subscription box service that launched in 2012, though that will now be a quarterly service starting in April.
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