Stella McCartney and LVMH launch new skincare brand
McCartney worked with the LVMH Beauty division to create the offer, dubbed simply Stella, with the company saying that her “ambition is to offer an alternative to luxury skincare, an Alter-Care. A new approach that supports caring for ourselves and Mother Earth in perfect harmony. Rooted in nature, with Stella’s vegan and cruelty-free principles at its heart, this ‘conscious luxury’ skincare line is natural, effective, and responsible”.
And McCartney added that it’s a “game-changer… I believe the consumer needs to know there’s another way, that they have a choice.”
It’s based on the philosophy of using “only what you need” and so comprises just three “essential” products. They’re Reset Cleanser, Alter-Care Serum and Restore Cream.
The line-up is a culmination of three years’ worth of innovation and exploration with LVMH Recherche, the group’s Beauty R&D unit. “Offering impressive, clinically-proven results, [it] has been formulated to work in harmony with the skin, supporting its key functions of regeneration and protection,” LVMH said.
The company added that “each stage of the product lifecycle has been challenged to minimise its impact – from the ingredients to the packaging, to operations all the way through to consumer usage. All product formulas are made with at least 99% natural-origin ingredients, and each is available in a unique eco-conscious refill”.
The line also has a “uniquely beautiful scent”, called High Cliff, created in collaboration with perfumer Francis Kurkdjian, who’s both founder and artistic director of Maison Francis Kurkdjian and perfume creation director of Parfums Christian Dior.
LVMH’s Antoine Arnault said: “I am delighted that Stella McCartney, after pioneering a sustainable and responsible luxury fashion, is now partnering with LVMH, committed to change the codes of cosmetics, the packaging and the ingredients. The launch… perfectly resonates with the group’s longstanding commitment toward sustainability.”
The designer herself added that the team set out with an idea, “and because we didn’t want to compromise – on outstanding results, the origin of our ingredients, and, of course, ensuring we minimised our impact on Mother Earth – we kept on trying. We worked hard for almost three years with LVMH constantly evolving and aiming for what I felt was possible: rooted in nature, truly effective and responsible skincare”.
The products will be available on the Stella McCartney Beauty website, as well as through the designer’s Bond Street, London flagship, and other UK retailers and boutiques (including Space NK) from the middle of next month.
One percent of net sales will also be donated to the conservation NGO Wetlands International.
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