Evolve Media Buys Total Beauty
Deal adds another 3.5 million users to Evolve's network of sites.
Evolve Media has continued its recent acquisition streak, buying the Total Beauty Group and adding beauty trends and service sites TotalBeauty.com and BeautyRiot.com to its portfolio of digital lifestyle brands.
The deal is Evolve's third in the last five months. It also picked up pet enthusiast network Dogtime Media and lesbian/bi pop culture site, AfterEllen.com.
But the Total Beauty acquisition is Evolve's largest acquisition to date, adding another 3.5 million monthly visitors to its women and family group TotallyHer.
"The beauty publishing category is extremely scarce in terms of sites that provide both scale and premium content," says Aaron Broder, CEO and Co-Founder of Evolve Media. "The acquisition also provides us with a wonderful complement to our award-winning fashion site, theFashionSpot.com."