About Popsugar
Popsugar is the bright spot on the internet. From health and fitness to beauty, lifestyle, and shopping, we’re a cross-platform rest stop where people can indulge, have fun, and gather the information they need to live well — whatever that looks like to you.
What We Do
Popsugar creates content, products, and experiences you can feel good about. Via our core verticals: Health, Fitness, Beauty, Lifestyle, Identity, and Shopping — and through real-life stories, first-person perspectives, and expert-backed information — our staff of journalists and subject-matter experts research, report, and produce articles, videos, and social content that help our audience proceed with confidence.
Think of us as your go-to pit stop — where you can kick back with the kind of smart, feel-good content that helps you live well and with joy.
Our Guiding Principles
We create the space for joy.
We never condescend or put down. Instead, we provide a safe space that audiences can turn to for direction, to celebrate wins big and small, or enjoy a break from their busy life and be entertained.
We are radically honest.
We embrace the idea that there’s no such thing as TMI. We embody positivity and straightforwardness across our content, from road-testing the latest beauty treatments and fitness trends to curating the products and experiences worth your time and money.
We welcome all definitions of self-care.
We realize wellness is not one-size-fits-all. We are committed to providing the tools and information you need to live well, whatever that means to you. From free workout videos (PS Fit) to affordable products to curated guidance from experts, we create inclusive, accessible spaces to explore life’s most important topics.
We promote self-acceptance.
We are here to celebrate all sides of you. Our content is sex-positive, anti-diet, and shame-free. We approach topics surrounding sex, dating, beauty, mental health, fitness, and relationships without judgment, turning to the experts to get the official word.
We are inclusive.
Our goal is to foster community by celebrating the differences that make us who we are. We are committed to elevating a diversity of voices and perspectives by seeking representation in all ways: in our ideas, our imagery, the experts and talent we feature, and the content we produce and distribute.
Our Core Pillars
PS Fitness delivers workouts for every fitness level, judgement-free health information, and a steady stream of motivation to help you take the next step on your fitness journey, whatever that looks like for you.
PS Health believes all bodies have a fundamental right to well-being, without stigma. We are anti-diet and pro-body neutrality, and we deeply respect each person’s bodily autonomy.
PS Beauty aims to inspire, inform, and empower people to reclaim their definition of beauty with transparent product reviews, expert-backed tips, and content that reflects the diversity of our audience.
PS Lifestyle offers shameless advice for living a life that’s better balanced — emotionally, financially, and relationally — at work, at play, and at home.
PS Identity celebrates the identities that make us whole with dedicated destinations, including Crowned, Juntos, Out Loud, and Where I’m From.
PS Shopping champions the products that are proven to improve people’s lives, as reviewed by editors, experts, and trusted voices.
Our Story
Popsugar’s roots date back to 2005, when Lisa Sugar created a blog covering pop culture and celebrities. In 2006, Lisa and her husband, Brian Sugar, joined forces to turn her hobby into a media company, based in San Francisco.
Popsugar was founded as a place where women could be unapologetic fans of pop culture, but the brand’s reach quickly expanded into every corner of the women’s lifestyle category, including a commerce business and branded products. PS has long dominated the fitness space as the No. 1 source for at-home video workouts on YouTube.
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Meet the Popsugar staff here.
Methodology
All Popsugar content adheres to rigorous journalistic standards. We create content that is factual, authoritative, backed by expertise, and responsibly reported. Our journalists, editors, writers, and producers research, report, and create articles, videos, and social media content that is thoroughly vetted and factual. All the information cited on Popsugar is sourced from firsthand experience, interviews with experts, or reliable outside sources, including medical and scientific studies. We do our best to remain impartial and unbiased, and we disclose all potential conflicts of interest in accordance with our Editorial Ethics & Guidelines.
Read more about our specific guidelines for health reporting and product coverage.
Accolades
In 2026, Popsugar was nominated for two Webby Awards: first, in the Social Video Short Form (Health and Wellness) category for Unconditional, our docs-style video series about navigating life with a disability; as well as in the Social: General Social, Fashion & Beauty for the Popsugar Beauty Instagram account. In 2022, Popsugar received When We All Vote’s Culture of Democracy Award for outstanding media partner, and Popsugar’s Girl Talk event earned an Anthem Award in the Education, Art & Culture category that same year. Popsugar won best revenue diversification strategy in the 2020 Digiday Media Awards, and Popsugar founder Lisa Sugar was named one of Ad Age’s Women to Watch in 2017. A year earlier, the Adweek Readers’ Choice Digital Hot List named Popsugar the hottest digital brand and the hottest digital publication.