Letter From the Editor: Introducing PS
If you start a sentence with “Maybe this is TMI,” I will urge you to keep talking. Because I want to hear the real stuff: why you got divorced, how you got sober, why you aren’t speaking to your sister, and the weird things that happened when you gave birth. I want to talk about grief and threesomes and cigarettes and abortions and IBS. Because when we talk about what we’re not supposed to talk about, we crash through the surface of chit-chat and actually get to know each other. More importantly, when we shed light on what’s supposedly taboo, we realize that many of us feel ashamed about the same shit, and we dismantle the power of that shame.
Welcome to PS, where no topic is off-limits, where we are committed to breaking down stigmas and encouraging you to do the same.
Chances are, you got to know us first as POPSUGAR, and we are proud of that legacy. But since its inception in 2005, our brand has evolved and grown up. That’s why we are relaunching with a new name, a new logo, a bold new color palette, and a narrower focus on the categories our audience is most passionate about: Fitness, Health, Beauty, and Balance. As PS, we are building on what our audience wants — but not abandoning where we came from.
As one of the original editors of POPSUGAR in 2006, I worked closely with founder Lisa Sugar to create a place on the internet that felt safe, where women could be unapologetic fans of pop culture. But over the past 18 years, our brand developed a deep authority in topics ranging far beyond pop culture, offering advice on how to live a more balanced, healthy, and happy life.
At the same time, the way our audience thinks about “wellness” has changed dramatically. Health and fitness is a whole-person affair, interconnected with our mental health, sexual health, and even financial health. Wellness means finding the right life balance — emotionally, financially, and relationally. We want to help you feel good about your well-being choices, no matter what they are, because there is no one right way to be healthy.
We also acknowledge the ways in which wellness intersects with all aspects of our identities and realities, including very real barriers such as fatphobia, ableism, racism, and unequal access to health care and information. We embrace the idea that all bodies have a fundamental right to well-being, without stigma. As a result, we are committed to making health and fitness more inclusive and equitable, creating accessible spaces to explore life’s most important topics. Here’s how:
Free workouts. PS has long dominated the fitness space as the #1 source for free, at-home workouts on YouTube, and that’s not changing. However, we are rebranding our popular video series — Class Fitsugar, Dance Fitsugar, and Breathe Fitsugar — under a single brand: PS Fit.
Advice from experts. We adhere to rigorous journalistic standards, delivering advice that is backed by trusted experts and up-to-date research. We are also proud to introduce the PS Council, a network of influential voices across the fields of exercise, medicine, mental health, sexual health, parenting, finance, and more, who will share their expertise directly with the PS community.
Accessible content. When choosing the new typefaces and colors for our reimagined brand, we conducted testing, made improvements, and added enhancements to ensure that our content meets accessibility standards for people with visual impairment.
Products within reach. PS proudly sells dozens of affordable products across the fitness, bath, and sleep categories, sold at Walmart, CVS, and other affordable mass-market retailers, for people of all sizes and skill levels.
At PS, we will strike a balance between positivity and realism, joy and straightforwardness. We will be bold, like our new brand mark and colors. Orange is a color of optimism, happiness, and connections — all things that make you feel good. We’ve also included sophisticated shades in our palette, including dark burgundy and deep green to keep us grounded. And you’ll find lighthearted accents like sky, lime, and lemon, because like you, we are multifaceted.
Above all, we promise to be radically honest and accepting. Our narratives will be honest and intimate; they might make you uncomfortable, but only because they’re the same private thoughts you’ve had yourself. We’ll start the conversation and keep it going. Which leads me to our new name: PS. Yes, it’s an abbreviation of our heritage name, POPSUGAR. But it’s also a nod to the idea of a postscript, which means “written after.” It is the continuation of a thought that doesn’t have a simple ending. It’s the signoff that doesn’t sign off. And with that, I invite you to
keep reading.
Warmly,
Nancy Einhart