One of Hollywood’s most talented and successful families, the Smiths, has stepped into the beauty world. Together with husband Will and children Jaden and Willow, Jada Pinkett-Smith has launched Hey Humans, a gender-neutral, environmentally-friendly, vegan, cruelty-free personal care brand.
The family collaborated with Maesa, a beauty incubator for “meaningful” brands, to launch Hey Humans, which is exclusively available at Target.
The affordable range (nothing is priced above $6) is 99 percent plastic-free and includes natural deodorants, body washes, and lotions, all of which are packaged using aluminum and paper.
The brand also offers fluoride-free toothpaste in two flavors: Wintermint Chill, Mint Rush, as well as two fluoride variations.
‘Adopting New Habits With a Sense of Urgency’
The choice to move away from plastic is significant, as the beauty industry is one of the world’s biggest contributors to plastic pollution. In 2018, it produced 120 billion units of packaging. Maesa’s chief marketing officer, Scott Oshry, told WWD: “I don’t see progress fast enough [in the industry] and in fact, I actually find it kind of disgraceful.”
Pinkett-Smith, who is also co-host of the popular talk show Red Table Talk alongside Willow and her mother Adrienne Banfield-Norris, is heading up the family’s latest sustainable venture; she will serve as the company’s creative director.
She said: “[This] is just one step of many in an effort to make more sustainable choices for a brighter future … Our lives and the choices we make have an impact on our health and the health of the planet.”
“As a response to this awareness, it’s time we all shift by adopting new habits with a sense of urgency,” she continued. “I’m committed to the planet and strive to make a positive impact on the environment.”
Hey Humans isn’t the first sustainable brand in the family. In 2012, Jada and Will assisted Jaden with the launch of his B Corp-certified carton water company, Just Water. The 22-year-old actor and musician also recently partnered with New Balance to launch recycled vegan leather sneakers.
You can find the new Hey Humans range here.
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