Maria launches Sugarpova

Posted on August 20, 2012

Sugarpova Launch Photos

Maria unveiled her new premium candy line, Sugarpova, which reflects the fun, fashionable and sweet side of the four-time Grand Slam champion. Premium yet affordable, the line includes unexpected and fun types and shapes with playful names to match.

The collection consists of 12 varieties of candy and famed Fifth Avenue retailer Henri Bendel held the New York City launch on Monday morning. Specialty candy and gift retailer IT'SUGAR will offer the fresh take on classic candy at retail locations worldwide. Sugarpova will also be stocked in minibar selections of some of the world's top luxury hotels and resorts, and will be available online at,, and for an average of $5 per bag. Each unique candy flavor is represented by a bold and colorful pair of lips that represent the many fun-loving sides of their namesake creator: chic, flirty, silly, splashy, cheeky, sassy, spooky, smitten, quirky and sporty.

"Creating Sugarpova has been an exciting labor of love," Sharapova said. "My tennis and business schedules keep me traveling worldwide, and I confess to having a sweet tooth that knows what it wants! When I didn't find it in the marketplace, I decided to create the type of candy that girls like me crave. I can't wait to share Sugarpova with my fellow candy lovers."

To bring her candy dreams to life, Sharapova partnered with renowned candy expert Jeff Rubin, founder of international retailer IT'SUGAR. "Maria Sharapova is the quintessential example of today's young woman - she's always on the go, fun, fierce and vivacious," he said. "She's the type of girl who never settles, and Sugarpova perfectly embodies her spirit of both style and substance."

At the helm of Sugarpova is Max Eisenbud as CEO: "Maria and I have been working together since she was 11 years old; so as we developed this concept into an business, we brought respected experts to help us see our vision through. One of our key partners in developing all of our consumer touch-points from branding to packaging was the internationally renowned agency Dentsu."

"Maria is the ultimate Bendel girl and we're thrilled to be the first to unveil this in New York," said Chris Fiore, President of Henri Bendel. "We have devoted our prime atrium and our Fifth Avenue windows to Maria and her fabulous candy."

At the launch Maria wore a custom made dress by David Koma, vintage Sergio Rossi shoes and jewelry by Henri Bendel.


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