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Popsugar Relaunches as “PS” with New Editorial Focus on Making Wellness More Accessible

Through real life-stories and evidence-based journalism, the women’s lifestyle publication will focus on accessible wellness across the categories its audience is most passionate about: Health, Fitness, Beauty, and Balance


Popsugar unveiled its relaunch as PS, a brand focused on cultivating the well-being of its audience through real-life stories, first-person perspectives, and expert-backed information. The relaunch features a new name, new logo and a narrower focus on the categories PS’s audience is most passionate about: Health, Fitness, Beauty, and Balance. With expert advice from a new council of influential voices, free workout videos, a redesign created to meet accessibility standards, affordable products and more, PS makes wellness more accessible for a broad audience.

“There’s no such thing as TMI 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 is committed to making wellness inclusive and accessible, addressing topics including financial health, identity, and barriers that affect real people. PS has long dominated the fitness space as the #1 source for free, at-home workouts on YouTube, with those videos now all under the brand PS Fit. PS Fit will also continue to expand into IRL fitness events in different markets across the country. With curated guidance from experts, PS’s own popular lines of affordable fitness, bath, and sleep products available at mass retailers, and a visual redesign that meets accessibility standards, PS creates inclusive spaces to explore life’s most important topics.

As part of its relaunch, PS will publish a slate of quarterly special issues that drive cultural conversations around the topics its community cares about – offering a mix of personal stories and expert advice. Radical Honesty, the first issue released today, tackles all manner of taboo topics, from Ozempic for weight loss to being a sugar baby. It features contributions from Chlöe Bailey, on overcoming depression; Aly Raisman, on being single and childless at 30; Haley Orion, on growing up with abuse in the family; Margaret Cho, on going through menopause; and Ilana Glazer, on experiencing chronic pelvic floor pain.

“Popsugar has built a strong legacy as a broad women’s lifestyle publication – one that has always been agile and responsive to the evolving needs of our audience,” says Amanda Kludt, publisher of PS. “Sharpening our coverage lanes at this moment not only helps us focus on the topics our readers and viewers are most passionate about, it also allows us to deepen our relationship with them.”

PS remains a full-service ecosystem across written content, social, video, and more, and will tap the new PS Council, a network of influential voices across the areas of exercise, medicine, mental health, sexual health, parenting, finance, and more to create content spanning formats and platforms. Launch members of the PS Council 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.”

The new look for PS, including its updated logo, was designed to communicate a sense of confidence, aspiration, and accessibility. The logo is partnered with fonts and colors that strike a balance between whimsy and seriousness. The website design passed rigorous contrast and accessibility standards for people with visual impairments, emulating the brand’s guiding principle of inclusivity.

Popsugar was founded in 2006 as a place where women could be unapologetic fans of pop culture. Since early 2022, PS has been a part of Vox Media, the leading modern media company whose portfolio features nearly 20 popular and influential editorial properties, including New York Magazine, Vox, Eater, SB Nation, The Dodo, and The Verge.

About PS

PS makes wellness more accessible 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 people feel good about their well-being choices, no matter what they are. Via our core verticals — Health, Fitness, Beauty, and Balance — we help our audience proceed with confidence. PS is part of Vox Media, the leading modern media company.

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