The Company Behind Kylie Cosmetics Is Getting Into the Skincare Game
Seed Beauty, the company that helped Kylie Jenner sell millions of dollars worth of makeup, is launching a new beauty brand — and it has absolutely nothing to do with makeup.
Dubbed Fourth Ray Beauty, it's the company's very first skincare line, and it's a clean one at that. The line, which officially launcheson August 23 on FourthRayBeauty.com, features five different wellness-inspired, clean skincare products, free of controversial ingredients like gluten, parabens, phthalates, and synthetic fragrances. On top of all that, the line is 100 percent vegan and cruelty free.
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Included is a gel cleanser, a clarifying toner, a lightweight moisturizer, an oil cleanser, and an overnight spot treatment, all of which retail for less than $15.
Fourth Ray Beauty's inception confirms the product market is the midst of a clean beauty revolution — but you're probably wondering what sets Fourth Ray apart from the hundreds of skincare brands claiming to be free of harmful ingredients and additives.
Fourth Ray President and Co-Founder Laura Nelson told InStyle that the brand simply began as an attempt to create a clean skincare line that was strong enough to remove all of your makeup. The brand also offers skincare tools and accessories, such as a rose quartz facial roller and eventually, cleansing cloths designed to work with their products.
As for the actual products, Seed Beauty didn't ditch its Instagrammable reputation. They're all millennial pink and labeled with simple black script fonts, so don't be surprised if it starts popping up on your feeds.
You can shop Fourth Ray Beauty products now on FourthRayBeauty.com.