Total Beauty Acquires LimeLife.com | Adweek Total Beauty Acquires LimeLife.com | Adweek
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Total Beauty Acquires LimeLife.com

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Total Beauty Media Inc., which operates the women's service/consumer product review site TotalBeauty.com, has acquired LimeLife.com, a female-aimed lifestyle and celebrity news site. Terms of the deal were not disclosed.

As part of the deal Total Beauty has also secured LimeLife’s MySnaps, a digital tool which allows users to save product images as they surf and shop on the Web.

Total Beauty launched in 2007. Besides its core Web site, the company owns the complementary sites BeautyRiot.com, KateLuxe.com and ModernMan.com, and also manages the Total Beauty Media Network. According to sources, the company is set to bring in close to $10 million in 2010.

With the addition of LimeLife.com, the company—which has raised $16 million in funding—will reach more than 3 million monthly unique users, per comScore.

LimeLife.com focuses on celebrity photos and gossip, along with topics such as sex, relationships, shopping and horoscopes. It’s unique MySnaps tool enables users to create virtual collections of their favorite products, while they browse the Web via computer or mobile devices, which they can then share with friends.

Emrah Kovacoglu, Total Beauty’s founder and CEO, sees MySnaps as having a strong advertiser appeal. “By combining LimeLife with our other digital media properties, we continue to create a powerful and scalable digital media company,” she said. “We will now be able to connect our sizable audience with the brand advertisers who want to reach these women wherever they are.”