Popsugar

Popsugar is an American women's lifestyle and entertainment brand covering celebrity news, beauty, fashion, fitness, parenting, and food. In June 2026, Popsugar was included in Penske Media Corporation's acquisition of six titles from Vox Media, joining The Verge, Eater, SB Nation, The Dodo, and Thrillist in the new PMX Global subsidiary under president Ryan Pauley, separating it from New York magazine and Vox.com, which went to James Murdoch's Lupa Systems in a simultaneous deal worth more than $300 million.

Popsugar was founded in San Francisco in 2006 by Lisa and Brian Sugar as a celebrity gossip and entertainment blog. It expanded rapidly into a full lifestyle brand across fitness, beauty, and parenting verticals, building substantial audiences on social platforms through video and social-first content. Group Nine Media, a social-video-focused holding company, acquired a stake in Popsugar in 2019 as part of building a portfolio of audience-first digital brands. Vox Media completed full ownership when it merged with Group Nine in early 2022. Beyond editorial, Popsugar has at various points operated an e-commerce subscription box (Popsugar Must Have), a large fitness video channel (Popsugar Fitness on YouTube), and a consumer events business, giving it multiple revenue streams beyond advertising.

Popsugar's transfer into the Penske portfolio gives it proximity to entertainment and trade brands including Billboard, Variety, Rolling Stone, and WWD, though its women's lifestyle positioning is distinct from Penske's historically trade-and-entertainment focus. The acquisition reflects the consolidation logic common to US digital media: maintaining large first-party lifestyle audiences requires the cross-portfolio commercial infrastructure that only large publishing groups can supply to major advertisers seeking audience scale without channel-by-channel negotiation.