• by Ray Schultz , June 12, 2024

Popsugar, the women’s lifestyle publication owned by Vox Media since 2022, has been rebranded as PS. In addition to a new logo, it will feature a narrower focus on popular topics such as health, fitness, beauty and balance. 

PS will provide advice from a new council of experts and a redesign that meets accessibility standards and affordable products. The publication’s workout videos on YouTube will now appear under the PS Fit brand, and the franchise will continue to expand into IRL fitness events across the country.  

In addition, PS will publish quarterly special issues on topics that appeal to the community, featuring personal stories and expert advice. The first, Radical Honesty, explores subjects ranging from use of Ozempic for weight loss to being a sugar baby. It debuted on Wednesday.

“There’s no such thing as TMI (too much information) at PS,” says Nancy Einhart, head of content at PS. “We are building a destination where women can unapologetically be themselves and feel good about their well-being choices, no matter what they are.” 

PS will also continue offering curated lines of fitness, bath and sleep products that are available at mass retailers.  

The new PS will also tap into the new PS Council, a network of experts in the exercise, medicine, mental health, sexual health, parenting, finance and exercise fields. Launch members include Dr. Stephanie Liu, Shira Gill, Dr. Andrea Love, Israa Nasir, and Dr. Kristen Casey.  

“PS’s new focus on relatable wellness for a broad audience presents an opportunity for marketers to partner with a trusted authority, backed by a history of expertise in these core coverage areas,” says CRO Geoff Schiller. “From sponsorships of our PS Fit franchise to branded content with our PS Council, there are unique opportunities to reach PS’s engaged community.” 

Popsugar was founded in 2006.