The US Lifestyle Group

What The US Lifestyle Group does

The US Lifestyle Group LLC (USLG) is a Los Angeles-based, founder-led media-and-products company founded in 2017 by Uriel Saenz, who previously served as VP of Multicultural Development and Strategy at the LA Times Media Group. USLG operates a multi-brand portfolio centered on celebrating American cultural diversity through three editorial properties (US Lifestyle Magazine, OPENLY for LGBTQ and gender-fluid audiences, and LUX LATINX targeting Gen Z Latinos globally) and a fashion/beauty product line that includes Uriel Saenz Couture, SGT. SAENZ street couture, SkinLAB gender-neutral skincare, and the MUÑECA (women's) and YU-YO (men's) fragrances produced in Italy. The company also produces the TUSLA (The US Lifestyle Awards) ceremony across roughly fourteen categories, creating a recurring event-IP revenue stream.

USLG monetizes through four distinct revenue streams: advertising, sponsored content, and branded content campaigns sold to enterprise clients; direct e-commerce sales of its branded fashion, skincare, and fragrance products; TUSLA awards submissions, sponsorships, and event production fees; and bespoke content production for brands reaching multicultural audiences. Distribution spans six US activation cities (Los Angeles headquarters, San Francisco, Minneapolis, San Diego, Philadelphia, St. Petersburg) and international markets including Paris, Milan, Mexico City, Madrid, and Reykjavik, with Uriel Saenz Couture additionally claimed in Canada and Asia. Channels include a GoDaddy-hosted digital magazine, Instagram (@USLIFESTYLEGROUP, @uslifestylemag), an e-commerce storefront, and on-the-ground activations at fashion events.

Customer segmentation is hybrid and primarily persona-driven, targeting LGBTQ+ consumers, Latinx consumers, diverse American mainstream audiences, and corporate advertisers seeking authentic multicultural marketing reach. The core GTM motion is community-led and event-driven: USLG cultivates niche multicultural communities through specialized publications and converts that audience into advertising clients, sponsorship dollars, and product purchasers. The leadership team is small (4 disclosed executives including founder/CEO, CFO, Managing Director of Content, and Chief Global Social Responsibility Officer) and draws on advisory relationships with senior figures at MAC Cosmetics, Universal Music, and Campari Group, plus journalists from NY Magazine and GALECA, providing enterprise-tied GTM leverage disproportionate to the company's sub-50-person headcount.

Name

The US Lifestyle Group

Legal name

The US Lifestyle Group LLC

Website

https://uslifestylegroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The US Lifestyle Group is a Los Angeles-based, founder-led media and lifestyle products company founded in 2017, operating a multi-brand portfolio of multicultural publications (US Lifestyle Magazine, OPENLY, LUX LATINX), fashion and beauty products, and the TUSLA awards, serving diverse American consumers and corporate advertisers seeking multicultural marketing reach.

Ownership category

akta.pro rank

Product category

Lifestyle Media and Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Clothing and Clothing Accessories Retailers (4581), Media Buying Agencies (541830)

SIC

Services-Advertising (7310), Retail-Apparel & Accessory Stores (5600), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

akta.pro secondary industries

Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH), Mass-Market & Lifestyle Apparel Brands (CRAAAAAA), Consumer & Lifestyle PR (MPAAADAB)

Keywords

• Lifestyle media publishing
• Multicultural marketing services
• Fashion and fragrance
• Skincare products
• Awards and events

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D

Revenue model

1. Media & Advertising: US Lifestyle Magazine generates revenue through advertising, sponsored content, and branded content campaigns for corporate clients across various industries including alcohol, travel, entertainment, and automotive.
2. Product Sales: Sales of proprietary products including Uriel Saenz Couture fashion, SkinLAB gender-neutral skincare, MUÑECA and YU-YO fragrances, and SGT. SAENZ street couture.
3. Events & Awards: TUSLA (The US Lifestyle Awards) generates revenue through award submissions, sponsorships, and event production for corporate partners.
4. Branded Content & Campaigns: Content production services for brands seeking to reach diverse and multicultural audiences through the USLG media platform.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

The US Lifestyle Group is a media and lifestyle products company that publishes multicultural lifestyle content through US Lifestyle Magazine and targeted brand publications (OPENLY for LGBTQ audiences, LUX LATINX for global Latino luxury), while selling its own fashion (Uriel Saenz Couture, SGT. SAENZ street couture), fragrance (MUÑECA, YU-YO — both made in Italy), and skincare (SkinLAB gender-neutral) products. The company also produces branded content campaigns for corporate advertisers seeking diverse audiences and runs the annual TUSLA (The US Lifestyle Awards) program with sponsorships and event activations across US and international cities.

Product overview

The US Lifestyle Group operates a multi-brand media and lifestyle portfolio centered on celebrating American cultural diversity. The core media division includes US Lifestyle Magazine, an aspirational publication, alongside targeted brands OPENLY (LGBTQ-focused) and LUX LATINX (Latino luxury identity). The fashion division encompasses Uriel Saenz Couture (high fashion), SGT. SAENZ (street couture), and SkinLAB (gender neutral skincare), plus MUÑECA and YU-YO fragrances made in Italy. The company also runs the TUSLA awards program and organizes global events activations across multiple cities.

Differentiator

Problem solved

Functional benefit

Brands

• US Lifestyle Magazine: The USLG's aspirational and inspirational lifestyle magazine showcasing the rich cultural threads weaving the American fabric with a forward-thinking, modern-day perspective.
• OPENLY
• LUX LATINX
• Uriel Saenz Couture
• SkinLAB
• MUÑECA by Uriel Saenz
• YU-YO
• SGT. SAENZ

Products and services

• US Lifestyle Magazine

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TUSLA SponsorscoreGTM or Marketing Partner · 1 January 2020Corporate sponsors for TUSLA (The US Lifestyle Awards) 2020. Companies sponsor the awards ceremony which celebrates diverse American businesses, products, people, and organizations.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hypebeast: Hypebeast operates a digital lifestyle media platform spanning fashion, music, art, and culture, with a curated e-commerce store and global event activations. Closest comparable to US Lifestyle Group because both run editorial-driven cultural publishing alongside owned product lines and event programming.
• Complex Networks: Complex operates lifestyle media (food, sports, music, fashion) with branded content studios and live event programming (ComplexCon). Direct peer to USLG given parallel multi-vertical content + commerce + events architecture.
• Highsnobiety: Highsnobiety is a fashion and lifestyle digital publication with global editorial reach, e-commerce, and brand collaborations. Comparable to USLG's media-plus-products-plus-events model with similar lifestyle/fashion focus.
• Refinery29: Refinery29 runs lifestyle and fashion editorial content alongside branded content campaigns for advertisers and a commerce arm. Operates in the same intersection of lifestyle editorial plus branded content that defines USLG's media division.
• Essence Communications: Essence is a multicultural lifestyle media brand reaching Black women with editorial, events (ESSENCE Festival), and branded content. Direct comparable because both target multicultural audiences with editorial-plus-events-plus-commerce operating model.
• PopSugar: PopSugar runs lifestyle editorial (fashion, beauty, wellness) with branded content production and a commerce/content network. Direct peer to USLG given the analogous combination of lifestyle editorial and brand-funded content campaigns.

Emerging players

• The Shade Room: The Shade Room is a digital-first multicultural celebrity and lifestyle media platform with a large engaged audience and branded partnerships. Comparable to USLG as a smaller multicultural media company monetizing through advertising and brand deals.
• Milk Makeup: Milk Makeup is a digitally-native beauty brand with lifestyle editorial, gender-inclusive positioning, and influencer-driven commerce. Comparable to USLG's SkinLAB skincare line and MUÑECA/YU-YO fragrances in product-portfolio shape and indie-beauty distribution.

Broad incumbents

• Penske Media (WWD): Penske Media owns fashion B2B title Women's Wear Daily (WWD) and Variety, operating branded content and events at scale across fashion and lifestyle. Comparable to USLG for the fashion media and awards/event positioning, but at vastly greater scale.
• Univision Communications: Univision is the largest U.S. Spanish-language media company spanning TV, digital, and events, monetizing Hispanic/Latinx audiences via advertising and content. Comparable to USLG in multicultural (specifically Latinx) audience focus, but at network-scale incumbency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• Instagraminstagram.COM/USLIFESTYLEGROUP
• Xx.com/theuslifestyle

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The US Lifestyle Group