Hearst Corporation

Sweet channel launches on Snapchat Discover

Sweet channel launches on Snapchat Discover

Snapchat on Monday for the first time added an unestablished media brand to its Discover collection of channels.

CNN, Buzzfeed, Vice, Tastemade and a dozen others are on Discover. Now, Sweet gets its chance.

Sweet features articles and videos about a new handbag line, bath salts, furniture, design and music. Video ads for L’Oreal makeup are interspersed.

Snapchat and Sweet are coy about Sweet's origins. Women’s Wear Daily reported last week that Sweet is a creation of Hearst Corp.

On Tuesday, Hearst executives...