Online publisher Evolve Media has acquired West L.A.’s Total Beauty to boost online beauty content for its women’s lifestyle vertical TotallyHer.

Terms of the deal were not disclosed.

TotallyHer houses women’s lifestyle content – fashion, beauty, motherhood, etc. Total Beauty brings beauty stories that range from makeup tips to fitness workouts.

Total Beauty will bring 3.5 million monthly users to Evolve. Twenty-two Total Beauty staffers will also transition over to Evolve’s L.A. and New York offices.

President and co-founder Brian Fitzgerald said Evolve has acquired more than 40 publishing businesses in its 12-year history. But the Ladera Heights company has become more aggressive in the last year. Total Beauty, which brings in $8 million in annual revenue, marks Evolve’s third acquisition in five months. Fitzgerald declined to disclose Evolve’s revenue growth.

When asked whether there was a limit to Evolve’s acquisition strategy, Fitzgerald said it was important to balance accelerating growth while retaining brand identity. And despite multiple acquisitions in men’s and women’s lifestyle content, Evolve isn’t concerned about competitive overlaps within its portfolio. Instead, he sees Total Beauty’s site as directly complementary to Evolve’s fashion vertical

“My goal is publishing enough similarly situated or related content and making them available to readers in a smart way so I can get them to move from one site we own to another site we own and stay engaged within our broader portfolio,” Fitzgerald said.

Evolve’s websites in total reach 95 million unique readers a month.

Staff reporter Melissah Yang can be reached at Follow her on Twitter @MelissahYang for the latest in L.A. tech news.

For reprint and licensing requests for this article, CLICK HERE.