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[2] POPSUGAR Inc. is an American media and technology company that's the parent to the media property POPSUGAR, the shopping platform ShopStyle, and a monthly subscription business POPSUGAR Must Have. The company was founded in 2006 by husband and wife team Brian and Lisa Sugar as a pop culture blog.




POPSUGAR Inc operates a few brands: POPSUGAR, ShopStyle, and POPSUGAR Must Have. Its eponymous property, POPSUGAR, features lifestyle content targeted towards women 18-34, across topics such as fitness, food, fashion, beauty, entertainment, parenting across all content platforms - mobile, video and social.

ShopStyle is a commerce platform that allows its 18 million monthly shoppers from 175 countries to shop from 30M products from 1,400 retailers across apparel, accessories, beauty, home furnishings, kids items and more. It drives +$1 billion in sales to its partners which include a few of the world’s biggest and most reputable brands and retailers ranging from luxury department stores such as Neiman Marcus, Nordstrom, and Macy’s to big box stores like Target, boutiques like Farfetch and marketplaces like eBay. ShopStyle is additionally the commerce engine behind ShopStyle Collective, a network of 10,000 bloggers who gearing (finance) ShopStyle’s platform to earn money from the sales they drive to retailers.

POPSUGAR’s Must Have is a subscription service that sends subscribers a monthly box of items curated by POPSUGAR’s editors. It additionally offers special edition boxes with partners such as Neiman Marcus, CFDA, Target.

Headquartered in San Francisco, PopSugar is funded by Sequoia Capital and Institutional Venture Partners. The company additionally has offices in New York, Los Angeles, Chicago, and London.


Husband and wife team Brian Sugar and Lisa Sugar founded PopSugar, in 2006, after a suggestion by blogger Om Malik that Lisa turn her celebrity gossip hobby into a company. Brian became CEO, Lisa Editor in Chief, and they added venture capitalist Michael Moritz to the board.

In 2007, the company acquired ShopStyle, a fashion shopping search engine, followed by acquisitions of Starbrand Media, FreshGuide, and Circle of Moms in 2012. The company officially changed its name from Sugar Inc. to PopSugar in 2013, additionally announcing that it was profitable and had grown to over 450 employees.

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