POPSUGAR Inc. is an American media and technology company that is 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.[3]


POPSUGAR Inc operates a few brands: POPSUGAR, ShopStyle, and POPSUGAR Must Have. Its eponymous property, POPSUGAR, features , 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 which include some 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 also the commerce engine behind ShopStyle Collective, a network of 10,000 bloggers who leverage ShopStyle’s platform to earn money from the sales they drive to retailers.

. It also 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.[4] The company also has offices in New York, Los Angeles, Chicago, and London.[5]


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.[6] Brian became CEO, Lisa Editor in Chief, and they added venture capitalist Michael Moritz to the board.[7]

, a fashion shopping search engine,[8] followed by acquisitions of Starbrand Media,[9] FreshGuide,[10] and Circle of Moms in 2012.[11] The company officially changed its name from Sugar Inc. to PopSugar in 2013, also announcing that it was profitable and had grown to over 450 employees.[12]