Actress, singer and entrepreneur Vanessa Hudgens had a big day yesterday, relaunching her KNOW Beauty line via a detoxifying clay face mask. Besides explaining why she decided to come out with a single SKU this second time around, Hudgens chatted with us to share all the reasons behind the revision.
Why was relaunching the brand important to you?
“Know Beauty initially launched as a personalized skin-care routine—where customers would take a science-based skin DNA test that would match them to the right KNOW Beauty products for their routine. The goal was really to help people take the guesswork out of skin care. But, I’ll admit, the DNA testing component didn’t resonate with consumers like we thought it would….
It changed my mind set about the brand and started to focus on figuring out how to solve specific problems of my customers instead of trying to sell them a whole skin-care routine.
So, I decided to pivot to solve one problem at the time with one product at the time. I’m proud to relaunch KNOW Beauty with a carefully curated product lineup—starting with just ONE product that I use religiously, the Glacial Bay Clay Mask ($35).”
What was the hardest thing about getting it to launch?
“It was really important to me to make sure that the products at KNOW Beauty were created with intention so they could become an important part of anyone’s skin-care ritual. A lot of TLC went into making sure that the mask was gentle enough and not irritating, yet still super powerful in transforming your complexion. Myself—as well as hundreds of testers—tried so many iterations of this product for months to make sure it was perfect before launch.”
What is your “dream” product to create?
“This clay mask! I love clay masks whenever my skin is distressed, breaking out and needs purification. So that’s where I started when creating the clay mask. My formulator Mary Berry of Cosmos Labs has had so much expertise in this, I really leaned on her. We found a rare Canadian Colloidal Clay that is harvested from an active glacier in British Columbia. It was the perfect ingredient for our mask as it gently removes impurities, infuses skin with vitamins, and restores a glowy complexion. I also love lactic acid and what it does, so we made sure to get it in there as well.”
What are some of your holy grail beauty items you’ve used forever?
Are there any treatments you love?
“Skin care is such an important ritual for me. I light candles, burn some sage, and really make it a ‘me moment.’ Right now, I’ve been loving my tools including the Snatched By Pauly for ultrasound muscle stimulation and lymphatic drainage and my Solawave.”