Seed Beauty — the parent company behind ColourPop and the manufacturers of both Kylie Cosmetics and KKW Beauty — is cashing in on the wellness trend with a new skin-care brand, Fourth Ray, which will make its debut in August. Billed as a “clean, wellness-inspired skin-care line created for the beauty enthusiast,” the brand was named for the fourth beam within a rainbow, which “represents beauty, harmony, purity, wholeness, and integration.”
The initial nine-SKU range will include two cleansers, a toner, a lightweight moisturizer, a spot treatment, a rose quartz facial roller, a set of silk-like scrunchies, cleansing cloths and headbands — all of which are cruelty-free, vegan and free from parabens, gluten, artificial fragrances and phthalates.
The brand will also offer a “ritual box” that includes all of the products, as well as other self-care accouterments, such as a sage bundle, candle, bath bomb and crystal set for $150. Two less-expensive bundles will retail for $54 (all of the skin-care formulas, without the tools or accessories) and $22 (a duo of cleansers).
Created as an incubator brand by Seed Beauty, Fourth Ray is fully owned by the company, like ColourPop. And though the initial range has been carefully curated, expansion is on the immediate horizon. “We absolutely plan to build [Fourth Ray] out into a full-scale line,” said Laura Nelson, Seed Beauty’s president, in an interview with WWD. “The approach is similar to ColourPop — listening to our community, getting that feedback and going in those directions in terms of what people want.”
The company anticipates that there will be crossover in terms of customer base between Fourth Ray and CoulourPop; in fact, many of the elements of the new brand draw on learnings the company has gleaned through feedback on ColourPop. The branding and imagery surrounding the products are full of Instabait trappings: crystals, minimalist black-and-white packaging, subtle millennial pink accents and so on. Beyond that, the cruelty-free messaging and promises of maintaining complete transparency about ingredients have recently become top-of-mind for beauty consumers.
Like ColourPop, an accessible price point also characterizes all of Fourth Ray’s offerings. No single item retails for more than $18 (and that $18 product is the rose quartz roller; similar tools typically retail for roughly twice that price). “I was trying to find really clean products that are 100 percent cruelty-free and vegan,” said Nelson to WWD. “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 will be sold direct to consumers via its own website at fourthraybeauty.com beginning on August 23.
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