Allure Media has added another offering into the increasingly crowded online women’s lifestyle market, with the launch of three Sugar Inc websites in Australia.

This comes three months after the company announced its intention to set up shop in Australia.

Former HollywoodLife.com managing editor Shelley Seddon will look after PopSugar, ex-Cleo fashion editor Marisa Fontana will take over FabSugar and Sarah Macrae, former editor for beautyheaven.com.au, will edit BellaSugar.

“With formidable backgrounds in beauty, fashion and entertainment journalism, these three will charm Sugar audiences with their wit and curiosity in their areas of expertise. It’s this intersection of celebrity with fashion and beauty that young women are interested in,” said Chris Janz, managing director Allure Media.

“We’ve launched from a great position with 300,000 Australian women already addicted to Sugar who will be redirected to the local sites. Our publishing philosophy is fast and fresh, so for women in search of a sure thing, the Sugar network is it.”

The initiative launches with foundation advertisers Acer, Sony, Johnson & Johnson, Hoyts and Clinique.