I couldn’t tell you what I ate for breakfast last Tuesday, but I will never forget my first swipe of lipstick. I was 5 years old, and it was a gold-ridged tube of Estée Lauder I found nestled in a drawer of my abuela’s vanity dresser. I traced that nutty brown color along the grooves of my lips with about as much care as I might’ve given a drawing book at the time, but it didn’t matter. When I looked in the mirror, the feeling of giddiness was pure and palpable.
Beauty can be visceral like that; it only takes one swipe of lipstick, the careful twirl of a curl, or a spritz of perfume and suddenly you’re nostalgic, emboldened, infinitely more confident.
Since POPSUGAR launched in 2006, we have been stewards of beauty as a token of joy. We created content that went viral and cemented our place as a source of positivity within the women’s lifestyle category. When I first joined the team six years ago, my goal was to translate that joy to a wider group of people, exploring the deep and pervasive connection with beauty across cultures, communities, and identities.
Still, within the last few years, there has been a noticeable shift in how we as a society talk about and prioritize our health and wellness, which has made one thing crystal clear: beauty is more than skin deep. It can manifest through colorful nail art, intricate braids, or a 10-step skin routine, but it can also be an act of self-care, of self-expression, of inner and outer connectedness. That’s why we’re giving our approach to beauty content a more holistic tune-up.
With the relaunch of PS Beauty, presented by Clinique, we are sharpening our focus to the things that make you feel your best – no matter what that looks like.
We are on a mission to help you reclaim your definition of beauty, because we know it’s not one-size-fits-all. Maybe it’s taking a few minutes in the morning to use a facial roller because it alleviates a day’s worth of anxiety. Or relishing in the camaraderie at your local hair salon on days you need a pick-me-up. We’ll share the parts of our own routines that spark joy, spotlight experts and content creators making a difference, and share more stories, both personal and reported, that dive deeper into the ways beauty impacts us from the inside out.
We hope you feel good about it.
With love,
Kelsey Castañon
Senior Content Director
