In 2010, Handler and Tom Brunelle became producers of Pretty Wild, a reality series centered on the lives of the Neiers sisters. Her production company, Borderline Amazing Productions, and New Wave Entertainment produced the series. It was canceled after one season.
On November 15, 2010, it was announced that Handler's publishers gave her her own publishing imprint, Borderline Amazing/A Chelsea Handler Book. She also signed a three-book deal with the imprint, the first of which is called Lies That Chelsea Handler Told Me, where her coworkers and family members discuss their experiences with Handler, which was released in May 2011 and also hit the top of the bestseller list.
In 2010, Handler was ranked on the Forbes Celebrity 100 at No. 98. In 2012, Time named Handler one of the 100 most influential people in the world on their annual Time 100 list.
Handler appeared on one of the two covers for the December 2009 edition of Playboy. Inside the magazine, Handler posed for a non-nude pictorial. She was also featured on the cover of Shape in April 2010, The Hollywood Reporter in June 2011, on Redbook's March 2012 issue, and on the cover of the September 2012 issue of Marie Claire.
In 2010, a leaked sex tape of Handler was being offered for sale. After news of it became public, Handler said on Chelsea Lately the tape "was made as a joke" more than 10 years earlier, adding, "I put it on an audition tape for a comedy club, because I'm a comedienne, and I've been showing it at birthday parties for fucking years." That same year, Handler attended a dinner party at the house of Jeffrey Epstein, a convicted sex offender American socialite alongside Katie Couric, Woody Allen, Charlie Rose, Prince Andrew and George Stephanopoulos. Handler was invited by publicist Peggy Siegel, primarily positioned as an opportunity to have a dinner with Prince Andrew, Handler later stating : "It was just one of those weird nights".