Today Allure Media announces a new visual identity and design for its largest digital property, POPSUGAR Australia.

This move cements the brand’s leadership in women’s lifestyle online. POPSUGAR Australia is delivering the industry’s most comprehensive digital-first destination that combines editorial, video, shopping and search, all in one place.

Commenting on the news, Alison Rice, group publisher women’s lifestyle, said: “Our commitment to providing beautiful, fun, informative and original content is ever-strong. This is an exciting time for the brand locally as we continue to grow. Our new look reflects our influence.”

The brand’s founder, Lisa Sugar, introduced the new POPSUGAR in a letter to readers: “While POPSUGAR’s upbeat philosophy and girlfriend-to-girlfriend voice has remained consistent, the breadth and depth of our content has expanded exponentially. On the eve of our 10th anniversary, I want to reintroduce the POPSUGAR brand in a way that stays true to our core beliefs, while representing the elevated, modern, and influential destination that we have become.”

New Look

A new logo, fresh colours and a more streamlined layout that embodies the brand’s commitment to inspirational, informational and entertaining original content.

Homepage

The new homepage enables the editorial team to curate the best content from the network, ultimately serving readers more of the content they love to read.

Popsugar app

The app puts POPSUGAR Australia in readers’ hands. A complete and up-to-the-minute experience.

video channel

An unparalleled catalogue of original, premium quality video programming, which includes hundreds of new, original videos per month.