Brandless — the e-commerce start-up that sells household and food staples for $3 — is branching into beauty.The business is bringing its free-from thesis into personal care with today's launch of moisturizing shampoo, moisturizing conditioner, shave gel, body wash, two different body lotions, grapefruit facial cleanser, gel and foaming hand wash, facial lotion and lip balm. Products are priced at $3, like everything else Brandless sells, and will be sold through the company's direct-to-consumer web site.[caption id="attachment_11024928" align="aligncenter" width="600"] Brandless Facial Lotion[/caption]Brandless' beauty collection is formulated without parabens, phthalates, phosphates, SLS, synthetic dyes and synthetic fragrances. The line is also cruelty-free, and the business has banned more than 400 "potentially harmful" ingredients."We really see the movement toward clean beauty as a very important one, and everything at Brandless is really focused on the very best quality that represents the new lifestyle values, the new dietary restrictions and the new behavioral choices [of consumers]," said Tina Sharkey, cofounder and chief executive officer of Brandless.Sharkey declined to give projections for beauty sales, but did note that Brandless has a launch strategy that includes about a dozen more beauty products slated for the next 12 months.Brandless launched earlier in 2016 with more than $50 million in venture capital backing from investors including New Enterprise Associates, Redpoint Ventures, Slow Ventures and Cowboy Ventures. The business is focused on making clean, non-GMO, nontoxic products more widely available with its $3 price pints. By being "brandless" the company asserts it saves consumers about 40 percent on basics — by cutting out what it refers to as "brand tax."To get the word out, the new company has been focused on building a community of consumers looking for the types of products it sells."Our first entry into the marketplace has been driven by an organic and viral approach to building a community of the people who are the most attracted and looking for these types of things," Sharkey said. "People who believe everyone deserves better." To that end, Brandless also has a charitable component — when each order is placed, the business donates a meal."If you look across the Brandless assortment, on average, people are saving roughly 40 percent…but in beauty, it can be as high as 370 percent," Sharkey said. "The beauty industry, for quality product, the pricing is so out of line with the cost."To make its beauty assortment, Brandless partnered with a lab that makes products for other brands to co-create the collection, Sharkey said. For now, Brandless will focus on creating "everyday essentials" in the beauty category and doesn't have plans to launch makeup. Future products will be "both ingredient driven and product driven," Sharkey said, adding that the business will look to fill out its beauty offering.In addition to the beauty collection, Brandless is also launching oral-care products (fluoride-free toothpaste and mouthwash), organic cotton swabs, rounds and balls, feminine hygiene products and seven vitamins and supplements.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)