Kendall Jenner enters cosmetics market with oral care line

This article is republished here from The Business Journals

Kendall Jenner has joined her famous sisters in the beauty space, launching an oral-care brandcalled Moon that’s available online today and at Ulta stores next month. 

Jenner worked with Los Angeles beauty-brand incubator Beach House Group to develop the line, which includes seven items, including a teeth whitening pen formulated with a proprietary antioxidant blend as well as toothpaste, floss, mouth rinse and toothbrushes made from natural ingredients.

All of Moon’s products are vegan and PETA-certified cruelty-free.

Jenner’s equity stake in the company was not revealed, but industry sources told Women’s Wear Daily the collection, which will roll out to wider distribution in coming months, could bring in $30 million to $35 million in retail sales in its first year.

Jenner faced social media backlash in January when people questioned her endorsement of anti-acne products from Proactiv, claiming she really owed her clear complexion to a physician’s assistant helping her with her skin care routine. 

Proactiv defended Jenner, saying she does use their products. 

In March, Kendall’s sister Kylie Jenner, a billionaire makeup mogul who has cosmetics collaborations with her sisters Kim, Kourtney and Khloe and her mother Kris Jenner, teased an upcoming collection with Kendall. Ulta Beauty Inc. (NASDAQ: ULTA)  added some items from Kylie’s cosmetics line to its stores last November, the first time the digitally-native brand has been permanently available in brick-and-mortar locations. 

Meanwhile, Ulta rival Sephora this week announced the first 24 members of its #SephoraSquad of influencers who will create content for the retailer.

Sephora received more than 15,000 applications for the slots and 240,000 testimonials from audience members, Fast Company reported. 

“This was our opportunity to find influencers that our customers would be able to identify with,” said Deborah Yeh, Sephora’s CMO. 

The group represents diverse ethnicities, nationalities, gender and sexual orientations. Sephora has been recognized for its dedication to diversity, earning a perfect score on the Human Rights Campaign’s Corporate Equality Index, per Fast Company. 

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