Jenner and Beach House Group, a Los Angeles-based brand incubator that develops private-label beauty brands for influencers and retailers, worked on the line, which is to launch direct-to-consumer on Wednesday, in Ulta Beauty doors in May and roll out to broader mass retail in the coming months. Beach House Group would not comment on financials, but industry sources estimate that the line, in which Jenner is said to have equity, could do $30 million to $35 million in annual retail sales in its first year.
Moon is meant to be an elevated take on oral care, with products made from natural ingredients and with upscale packaging. Products in the seven-sku assortment include the Activated Charcoal Whitening Toothpaste, $8.99; Activated Charcoal Whitening Mouth Rinse, $8.99; Clean Slide Floss, $3.99, and Soft Bristle Toothbrushes, $6.99 for a two-pack. Jenner came onto the project after much of the product development had been cemented — but she did put her stamp on the Kendall Jenner Teeth Whitening Pen, $19.99, formulated with a proprietary antioxidant blend called Elixir III, composed of lavender oil, strawberry extract and honeysuckle flower. All of Moon’s products are vegan and PETA-certified cruelty-free.
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Jenner’s involvement began after Shaun Neff, who joined Beach House Group as a co-owner in 2016, reconnected with Kris Jenner to discuss potential business opportunities for her daughters. Neff, who is also the founder of athletic-inspired fashion and accessories brand Neff Headwear, had collaborated with the Kendall + Kylie fashion brand in the past. “I knew we had to place the right person to help us develop and push and market the product,” Neff said. “[Kris] loved the brand, and we were like, let’s show Kendall. When we showed her the name and the look and feel [of the brand], and the concept of oral beauty, she just loved it.”
Neff joined Beach House Group, which was cofounded by beauty industry veteran Ido Leffler, to help connect the business with influencers to co-create brands with. The first effort, Shay Mitchell’s travel accessories line Beis, launched in October. Two more influencer-backed brands are expected to launch in the next months.
Moon is just the latest brand to launch that is aligned with the growing trend of elevated personal care. It is not the first oral-care brand claiming natural ingredients and sleeker packaging to launch into the mass market. Hello, an oral-care brand founded by Craig Dubitsky, an early investor in Method, was launched in 2013 and is sold at retailers such as Walmart and Target. It is experiencing a growth spurt, this month entering 15,800 Dollar General doors in the U.S. and in May entering all Whole Foods doors.
The model is the last of her sisters to strike out on her own with a significant business venture — Kourtney Kardashian, who had long been seen as the last holdout, introduced her lifestyle web site Poosh this month, and then there’s Kylie Jenner’s Kylie Cosmetics, Kim Kardashian’s KKW Beauty and Khloé Kardashian’s Good American.
Kendall Jenner has faced a series of controversies over her involvement with various brands. The most recent was social media backlash in January over a Proactiv ad in which Jenner claimed the antiacne line had cleared her skin. After the commercial aired, people seemed to deep-dive into Jenner’s skin-care routine online, surfacing widely reported information that Christie Kidd, a Beverly Hills-based physician assistant, was the one taking care of Jenner’s complexion. Proactiv stood by its spokesman, asserting that Jenner does indeed use the brand’s products.