The Sister Project

What The Sister Project does

The Sister Project is a Chicago-based, founder-owned media brand built around the weekly podcast 'Cozy Conversations with The Sister Project,' hosted by sisters Lauren Massarella and Michelle Anderson. Founded in 2014, the company has produced 397+ weekly episodes covering lifestyle, mindfulness, books, culture, and nostalgia, distributed across Apple Podcasts, Spotify, YouTube, and RSS. The core product is the podcast, and it is reinforced by a multi-channel community stack including an Instagram and Facebook presence, a weekly email newsletter, and a blog organized into topics such as food/drink, well-being, and a personal 'Our Journey with Dementia' series.

The business generates revenue through two principal streams: podcast sponsorships (with named sponsors including Let It Be Us, Chicago Private Wealth Group, and New Day Counseling) and direct-to-consumer product sales via a Shopify e-commerce storefront offering seasonal candles and branded merchandise, supported by a $50 free-shipping threshold. The company also runs occasional live events such as 'A Cozy Night For Readers,' ticketed via Eventbrite. There is no proprietary technology platform, no AI/ML infrastructure, and no external funding — the operation runs on a six-person team with the founders retaining full ownership. The brand 'Cozy Conversations with The Sister Project' is a registered trademark, signaling formal protection of the identity that anchors all monetization.

Name

The Sister Project

Legal name

The Sister Project

Website

https://thesisterprojectblog.com

Company type

Private

Operating status

Operating

Short description

The Sister Project is a Chicago-based, founder-owned media brand built around the weekly podcast 'Cozy Conversations with The Sister Project,' hosted by sisters Lauren Massarella and Michelle Anderson, monetized via podcast sponsorships, Shopify-based candle and merchandise sales, and occasional live events for a niche, community-driven audience.

Ownership category

akta.pro rank

Product category

Lifestyle Podcast Media

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Podcast Hosting & Enterprise Solutions (Private/Branded Podcasts) (MPACADAF)

akta.pro secondary industry

Interest-Based Communities & Forums (BPAMABAC)

Keywords

• Lifestyle podcast
• Media content
• Branded merchandise
• Wellness community
• Cozy lifestyle

Headquarters

HQ city

Midwest

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Podcast Sponsorships: The podcast generates revenue through sponsored episodes, with named sponsors including Let It Be Us (nonprofit) and Chicago Private Wealth Group / New Day Counseling appearing in episode credits. Sponsorships are mentioned in episode descriptions.
2. Product Sales (Candles and Merchandise): The company operates an e-commerce storefront selling seasonal candles and branded merchandise through their Shopify platform. Products include a candle collection and general merch line.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Sister Project is a lifestyle media brand centered on the weekly podcast 'Cozy Conversations with The Sister Project ®', hosted by sisters Lauren Massarella and Michelle Anderson, which combines info-tainment on life, culture, mindfulness, and well-being. The brand is extended through a Shopify direct-to-consumer storefront selling seasonal candles and branded merchandise, plus occasional live podcast recordings and community events such as 'A Cozy Night For Readers'.

Product overview

The Sister Project operates primarily as a media content company offering a single flagship podcast product called 'Cozy Conversations with The Sister Project.' The company has expanded into merchandise with two product lines: seasonal candles and branded merch. Additionally, they host occasional live events including in-person podcast recordings and reader-focused gatherings. All products are sold through their Shopify-powered e-commerce store. The portfolio consists of one core content product plus three supplementary consumer goods/event offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Cozy Conversations with The Sister Project (Podcast) Weekly lifestyle and info-tainment podcast featuring conversations on life, culture, mindfulness, well-being, reading, watching, listening, and current events, hosted by sisters Lauren Massarella and Michelle Anderson; aimed at adult listeners seeking mindful, cozy, authentic content.
• Candles Collection Seasonal scented candles sold through the company's Shopify store, marketed as cozy home accessories for fans of the podcast and lifestyle brand.
• Merch Collection Branded merchandise including apparel and accessories featuring The Sister Project branding, sold direct-to-consumer through the Shopify storefront.
• Live Events (e.g., A Cozy Night For Readers) In-person and virtual community events including live podcast recordings and themed gatherings such as 'A Cozy Night For Readers', ticketed via Eventbrite and hosted at venues like Brewpoint Craft in Elmhurst, Illinois.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Let It Be UsminorGTM or Marketing PartnerLet It Be Us, a nonprofit organization, sponsors The Sister Project podcast. Mentioned as a sponsor in episode descriptions (e.g., Episode 396), providing promotional support in exchange for brand visibility with the podcast's audience.
• Chicago Private Wealth Group / New Day CounselingminorGTM or Marketing PartnerChicago Private Wealth Group and New Day Counseling sponsor The Sister Project podcast. Appear in episode sponsorships (e.g., Episode 396), reaching the podcast audience as a marketing partner.
• Brewpoint CraftminorOthersBrewpoint Craft in Elmhurst, Illinois served as the venue for a live podcast recording session, hosting a special episode for book lovers and readers.
• EventbriteminorGTM or Marketing PartnerEventbrite is used for ticketing live events such as 'A Cozy Night For Readers', demonstrating a partnership for event distribution and ticket sales.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Almost 30 Podcast: A lifestyle and wellness podcast hosted by a female duo (Kristen and Olivia) that has run for many years, with co-branded supplements and D2C products. Closely comparable in format, audience, and product extension strategy.
• Tone It Up: Wellness/fitness brand built by a female duo (Karena Dawn and Katrina Scott) with podcast content, community programs, and a D2C supplement line. Highly comparable female-founding-duo wellness media + product model.
• The Balanced Blonde: A wellness and lifestyle podcast brand (Jordan Younger) that has expanded into branded D2C products and content verticals. Comparable creator-led wellness media brand with e-commerce monetization.
• The Holderness Family: A family-led content brand built around a long-running video/podcast series, with merch and live-event monetization. Compares as a multi-year creator-led media brand converting audience attention into product and event revenue.
• The Skinny Confidential: A long-running lifestyle and wellness podcast brand (Lauryn Evarts Bosstick) with branded D2C products and a wellness/beauty line. Direct comparison as a creator-led lifestyle podcast extending into physical products.

Emerging players

• Clementine Daily: A mindful living media brand with editorial content and wellness-oriented products. Adjacent in the 'slow/intentional living' positioning that Sister Project also targets.

Broad incumbents

• Magnolia (Chip & Joanna Gaines): A large lifestyle brand combining a magazine (Magnolia Journal), a podcast network, TV content, and broad D2C product lines. Represents the scaled-up template of a values-driven lifestyle media + product brand.
• Goop: A large wellness/lifestyle brand with podcast content, editorial, and broad D2C retail. Comparable as a high-scale version of a wellness-ethos lifestyle brand, though operating at vastly larger scope.
• The Skimm: A media company built around a daily newsletter and podcast targeting engaged women, with subscription and content monetization. Comparable in audience demographic and newsletter-driven distribution model.
• Anthropologie: A large lifestyle retailer with a curated, 'cozy/aesthetic' brand positioning and editorial content. Comparable as a broader lifestyle brand that The Sister Project's candle/merch line could theoretically extend toward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@cozyconversationswithtsp
• Facebookfacebook.com/thesisterproj
• Instagraminstagram.com/thesisterproj

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sister Project