Will, Jada, Jaden and Willow are launching gender-neutral brand Hey Humans this month.
The Smith family is heading for the beauty aisle. Powerful couple Will and Jada have teamed up with their children, Jaden and Willow, to launch an eco-friendly personal care brand called Hey Humans, WWD reported today.
The Smiths collaborated with beauty brand incubator Maesa (who also partnered with celebrities like Taraji P. Henson and Priyanka Chopra Jonas for their own lines) for the project. According to Maesa, Hey Humans is 99% plastic-free, packaging its vegan formulas in foil and paper containers. The name evokes the family’s overall mission, a call to action to treat our bodies and our planet well.
“To me, personal care is a practice that represents self-love,” said Pinkett Smith, who is also the brand’s creative director. WWD. “COVID-19 has caused all of us, including me, to take a break and reflect on our daily routine, the values we live by and the ingredients in the products we use. From personal care rituals to natural, nuanced beauty, we all seek ways to improve our lives and incorporate a more holistic approach to healthy living from the comfort of our home.
Hey Humans is launching four products: a foaming shower gel enriched with moisturizing jojoba seed oil; a light body lotion formulated with soothing aloe leaf juice and vitamin E; a natural deodorant that contains arrowroot powder that absorbs sweat; and a mint fluoride toothpaste. Each of the body products also comes in multiple gender-neutral scents, like soothing Lavender Vanilla, and uses recycled fragrance ingredients.
The Smiths are no strangers to collaboration. In 2015, Will and Jada helped Jaden launch Just Water, a brand of sustainably sourced spring water housed in plant-based cartons.
The brand is now available exclusively at Target, and nothing costs more than $ 6 (USD). It’s not yet known when Hey Humans will be available in Canada, but we’ll update this article with the latest information.