This article is republished here from WWD
At last, a brand of one’s own. Kendall Jenner has made her first investment in the beauty space, an oral-care brand called Moon.
Jenner and Beach House Group, a Los Angeles-based brand incubator that develops private-label beauty brands for influencers and retailers, worked on the line, which is to launch direct-to-consumer on Wednesday, in Ulta Beauty doors in May and roll out to broader mass retail in the coming months. Beach House Group would not comment on financials, but industry sources estimate that the line, in which Jenner is said to have equity, could do $30 million to $35 million in annual retail sales in its first year.
Moon is meant to be an elevated take on oral care, with products made from natural ingredients and with upscale packaging. Products in the seven-sku assortment include the Activated Charcoal Whitening Toothpaste, $8.99; Activated Charcoal Whitening Mouth Rinse, $8.99; Clean Slide Floss, $3.99, and Soft Bristle Toothbrushes, $6.99 for a two-pack. Jenner came onto the project after much of the product development had been cemented — but she did put her stamp on the Kendall Jenner Teeth Whitening Pen, $19.99, formulated with a proprietary antioxidant blend called Elixir III, composed of lavender oil, strawberry extract and honeysuckle flower. All of Moon’s products are vegan and PETA-certified cruelty-free.