PopSugar is going beyond publishing with their own line of makeup products.

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)