Total Beauty Media Acquires LimeLife

Media company Total Beauty Media on Friday announced the acquisition of female lifestyle and celebrity news site LimeLife.com. Financial terms of the deal were not disclosed.

LimeLife, which offers its services across multiple platforms, including the Web and mobile, puts out celebrity news, fashion tips, and lifestyle information.

Per the deal, "We will now be able to connect our sizable audience with the brand advertisers who want to reach these women wherever they are," said Emrah Kovacoglu, founder and CEO of Total Beauty Media. "We intend to build upon this foundation to provide women and brands with unique mobile content and advertising opportunities."

Founded in 2007, California-based Total Beauty Media has expanded to include a number of digital properties, including TotalBeauty.com, BeautyRiot.com, KateLuxe.com, and ModernMan.com, along with the Total Beauty Media Network.

With the addition of LimeLife's audience, Total Beauty now claims to reach more than 3 million unique visitors a month. Via mobile devices, it claims to reach over 2 million monthly visitors.

With LimeLife, Total Beauty is also getting a social shopping service named MySnaps. With MySnaps, users can create, share, and shop from personal shopping wish-lists via the Web and mobile. "By combining LimeLife with our other digital media properties, we continue to create a powerful and scalable digital media company," Kovacoglu added.

To date, Total Beauty has raised $16 million in funding led by USVP and Wallington Investments.

In the face of stiff competition from rival beauty-based blog networks, Total Beauty Media has pursued a strategy of growth through acquisitions. In mid-2009, for example, it acquired rival site BeautyRiot.com for an undisclosed sum.

Along with larger players like NBCU's iVillage, the Meredith Women's Network, and Glam Media, Total Beauty competes against a long list of smaller players, including SheKnows, BlogHer, and Sugar Inc.

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