Dive Brief:

• Actress, singer and entrepreneur Vanessa Hudgens is relaunching her Know Beauty brand with a new business strategy amplifying one product at a time, in contrast to the multiple product approach the company took when it first launched in April 2021.
• Know Beauty, in partnership with Amazon, is relaunching the brand with a single product – the $35 Glacial Bay Clay Mask, according to a press release emailed to Retail Dive. The mineral rich detoxifying mask is being sold through the company’s online site, utilizing the Amazon “Buy with Prime” feature, as well as through its storefront on Amazon.
• The latest product and brand iteration by Hudgens dispenses with its original multi-product skin care offerings. The brand initially launched two years ago with singer Madison Beer on board as a partner. Beer has since stepped away from the venture.

Dive Insight:

Hudgens and Beer formed Know Beauty in April 2021 as a personalized skincare collection that offered a skin DNA test to assess seven different categories, including wrinkles. 

Now, Hudgens has refocused the brand and developed a concept that would encompass the rolling out of individual products that consumers could seamlessly incorporate into their daily routines.

“For me, taking care of my skin is a form of self-love and meditation, and the Glacial Bay Clay Mask is a huge part of my personal routine,” Hudgens said in a statement. “I’m so excited to work with Amazon to relaunch KNOW Beauty and connect with a new group of customers who are also passionate about finding solutions to help them look and feel even more beautiful.”

Hudgens spent nine months working with Cosmos Labs founder Mary Berry on a formulation for the clay mask. Together they created the product using Canadian colloidal clay as the main ingredient and ended up with a mask that is 100 percent cruelty-free and vegan.

U.S. revenue in the skin care segment of the beauty industry is expected to exceed $21 billion in 2023 and grow annually by 3.4% through 2027, according to the research firm Statista. Worldwide, the market is on track to reach $145 billion by 2028, per Fortune Business Insights.