Popsugar Launches New Vertical Aimed At Latina Viewers

Popsugar, which runs a network of verticals across categories like beauty, entertainment, and food, purports to be “the #1 independent media and technology company for women.” Now, with its latest vertical, Popsugar is honing in on a particular subsection of that female audience. It has announced Popsugar Latina, on which it will distribute English-language content for Latina women.

A quick journey to the newly-minted Popsugar Latina homepage reveals everything from updates on Hispanic celebrities to Tex-Mex recipes. In an accompanying press release, Popsugar explained how Popsugar Latina will appeal to women who are “200% – 100% American and 100% Latina.”

“Popsugar’s mission is to deliver joyful, irresistible, and inspiring content, and we are always looking to reach our audience in unique and compelling ways,” added Popsugar editor-in-chief Lisa Sugar in the release. “We are excited to expand our irresistible content to serve the modern Latina with tips and tricks that fit her complex multicultural lifestyle. We want to help her live a happy and stylish life while celebrating her heritage and individuality.”

Alessandra Foresto, a former editor at O, will work with Sugar on the new Latina vertical. JCPenney has signed on as a sponsor.

Popsugar joins several other media companies with their own Latina-focused verticals. At the recent Newfronts, for example, Conde Nast Entertainment announced a channel called Vida Belleza, while Maker Studios announced a content deal with the MiTu Network. Popsugar presented at Newfronts, too; it announced its upcoming content slate, which includes contributions from the likes of Ingrid Nilsen and Above Average.