MUMBAI: Culture Machine's digital brand Blush has been a front-runner in breaking women-centric stereotypes in a revolutionary and beautiful manner. Extending this flagship brand, the digital media firm announced the launch of www.Blush.me, an online destination that seeks to break away from the usual and provide smart, niche content for the modern urban Indian woman.

With unusual sections and relatable articles, the portal aims to become synonymous with the true spirit of today’s woman and celebrate her in all her glory.

The ‘Cheers’ section will celebrate inspiring stories of fellow women while the ‘Vanity’ section shall indulge the beauty and style in each one of them. The ‘Unwind’ section shall provide a list of the most happening things while the ‘Let's Gab’ section shall help one discover their inner voice. Not forgetting the video origins of the brand, Blush.me also has the Studio section where one can view original, freshly brewed formats including the path-breaking UnBlushed and Blush Originals series amongst others.

"With Blush.me, we will break the stereotypes that are usually associated with women-centric content online. We want Blush to be the brand that women in India grow up and grow old with, a belief encapsulated in the domain as well. Our mission is to be the definitive media brand for the modern urban Indian women, globally,” said Blush.me editor-in-chief Reema Behl.

Culture Machine’s digital media brands include Being Indian, Put Chutney, Awesome Sauce, Viva and Blush. In the last year, the firm expanded their native video brands starting with Being Indian to web properties, breaking into the top 150 web properties in India and also winning the Website of the Year Award last month.