This article is republished here from Harper’s BAZAAR
- Kendall Jenner is teaming up with an L.A.-based beauty incubator to invest in vegan oral hygiene brand Moon, according to Women’s Wear Daily.
- The model has previously been the face of beauty brands like Estée Lauder and Proactiv (which was riddled with controversy) and teamed up with Formawell Beauty for a collaboration of hair products.
- A representative for the brand clarified to BAZAAR.com that “Kendall is actually not an investor in Moon. She co-collaborated with the brand and she helped create the Whitening Pen.”
Kendall Jenner wants to be the next beauty mogul in the Kardashian-Jenner family. The model and Harper’s BAZAAR cover star is backing Moon, a seven-piece line of vegan oral hygiene products, Women’s Wear Dailyreports.
Currently, Moon is offering a mouth wash and activated charcoal whitening toothpaste ($8.99 each); dental floss ($3.99); and a two-pack of soft-bristle toothbrushes at $6.99.
In a promotional clip posted on Moon’s Instagram grid, Jenner discusses why she wanted to financially back this emerging beauty venture. She also briefly touched on the aesthetically pleasing design, which the company and its backers are likely hoping will make people want to share the product on Instagram.
“I used to not know how to smile. That’s a fun fact,” Jenner says while flashing her teeth at the camera. “It was really cool being a part of the building process. It is really based on oral beauty and it goes back to even the aesthetic thing and how it looks really nice on your counter. One of many cool things about Moon is that I think that the whole idea is really chic and you’re not like afraid to have it out and be like, ‘I’m excited. Ask me about it, please.'”
Jenner capitalized on her vast social media following (108 million+ followers on Instagram alone) and cross-promoted the launch on all of her platforms. “Excited to launch @moon #moon_partner,” she succinctly captioned the black and white photograph of herself in a sweater while mean-mugging at the camera and brushing her teeth in the bathroom.
According to WWD, the dental line is officially available starting today on the brand’s official site. The direct-to-consumer purchasing model will continue even though the products are set to release in Ulta Beauty stores beginning in May and will trickle down to other undisclosed brick and mortar retailers at a later date.
WWD’s insider claims that Jenner is a financial backer of Moon. However, a representative for the brand clarified to BAZAAR.com that “Kendall is actually not an investor in Moon. She co-collaborated with the brand and she helped create the Whitening Pen.” RELATED STORIESKendall Jenner’s Beauty TransformationThe Kardashians Celebrate Easter at Coachella 2019Jordyn Woods and Kendall Jenner’s Awkward Run-In
Jenner has fronted various prestige and mass market beauty campaigns. In 2014, she landed a bluechip contract with Estée Lauder that concluded in 2017 when the beauty giant shut down their millennial-focused collection, according to Racked. In December 2018, the reality TV star teamed up with Formawell Beauty to launch a mini collection of two hot tools and two hairbrushes dubbed Kendall Jenner X Formawell Beauty.
However, not all of Jenner’s forays into the beauty industry have been seamless. Earlier this year, she received major flack on social media for drumming up anticipation for the revelation of “her most raw story.”
In an anti-climactic twist, Kendall’s game-changing announcement was that she is the face of Proactiv. Naturally, Twitter didn’t miss a beat and dragged her to the point where she had to turn off her Instagram comments in her subsequent spon-con post peddling “skin positivity.”