Popsugar Moms relaunches as Popsugar Family with the help of H&M

By

Gabriella Lacombe

Published
Mar 8, 2019

Women's lifestyle brand Popsugar has announced the rebrand of its Popsugar Moms vertical as Popsugar Family, a launch made in partnership with H&M. 

The platform rebrand comes with the intention of making the platform more inclusive to all parenting communities, the company said, citing figures showing that today only 46% of children under the age of 18 are raised at home with two heterosexual parents in their first marriage. The company further points out by way of comparison that the same statistic measured at 61% in 1980, according to the Pew Research Center.

Popsugar said that on the new platform, stories centered on LGBTQ+ parents, grandparents, friends who act as primary caregivers, single parents, and biracial couples will be featured to reflect a wider audience of families. In addition, Popsugar Family will also host content on tough but common topics surrounding family life, including fertility challenges, surrogacy, adoption and raising special needs children. This content will be accompanied by a new editorial library of photos showing the many different faces of family.

As Popsugar's launch partner, H&M will sponsor native content on Popsugar Family, including stories from celebrities "sharing their parenting journeys as well as a wide range of personal stories" from Popsugar contributors.

"We are thrilled to become a launch partner of Popsugar Family because it resonates with our mission of providing fashion and quality at the best price in a sustainable way," said Emily Scarlett, H&M's head of communications for the U.S., in a release. "We are excited to celebrate and recognize all families by providing content together with Popsugar that speaks to everyday wins, challenges and tips for the modern family."

According to the press statement, the vertical formerly known as Popsugar Moms is number one in digital unique visitors among moms aged 18 to 49, with one of the largest parenting audiences on Facebook.