PopSugar is going beyond publishing with their own line of makeup products. Traditionally, the lifestyle site has promoted other brands’ products; the company thinks there is “so much space” for their brands’ ads to live alongside other products, and that the move will be “completely non-cannibalistic.” The line will be available at Ulta Beauty stores and is another example of how editorial companies are getting creative to bring in revenue. (tubefilter, DigiDay)
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