Seed Beauty, the parent company of ColourPop, Kylie Cosmetics, and KKW Beauty, is launching its first skincare brand, Fourth Ray. The five-piece collection will employ natural ingredients such as ginseng, willow bark, papaya enzymes and botanicals. Initial offerings will include the BFD Cleaning Oil, AM to the PM Gel Cleanser, Keep Clear Clarifying Tonic, The Lightweight Hydrator, and Later Hater Spot Treatment, with items retailing between $10-14. Fourth Ray will take a wellness-based approach to beauty and feature several accessories (highlights will be a rose quartz roller and a set of silk scrunchies). Three product bundles will be sold between $22-$150.
Speaking with WWD, co-founder, Laura Nelson, shared, “I was trying to find really clean products that are 100 percent cruelty-free and vegan. This was layered with so many customers asking ColourPop [on social media] what kind of skin-care we were using. It was incongruous [with our brand] to say we were using a $150 moisturizer or $200 serum. We knew we had an opportunity to have amazing, effective products at really accessible price points.”
Fourth Ray launches on-line August 23rd.