One could say Alicia Silverstone is brushing up on her beauty skills: The actress, known for her environmental and animal welfare activism, is partnering with EcoTools, a division of Paris Presents, to launch a cosmetics brush and cosmetics storage line in time for the holidays.

This story first appeared in the July 24, 2009 issue of WWD. Subscribe Today.

“Unless you need it, it’s just stuff,” said a Stella McCartney-clad Silverstone during a recent interview. “I only wanted to do something that hadn’t been done before. This is a conscious product line that is good for the planet.”

All the bags in Silverstone’s lineup are made with natural hemp materials and have a recycled PET lining. “I wanted to do something rough, so the hemp was perfect,” she said. “I even spilled soy sauce on one, threw it in the washer and it turned out great.”

The floral design on the bags — a mix of Silverstone favorites, including lavender, rose, chrysanthemum and thyme — is printed with nontoxic ink, and the hangtags are printed on tree-free stone paper.

The collection includes a five-piece brush set and bag, $15.99, which includes a finishing brush, blush brush, angled eye shadow brush and lash and brow groomer; Cosmetics Brush Bag, $12.99, which also includes a blush brush; a train case, $14.99, with a zip top and clear removable compartment; an overnight bag, $19.99, with two removable interior compartments, and a cosmetic bag, $8.99, designed to be thrown in a purse.

“Finding a partner to develop the concept became a key component to the launch, and Alicia was a natural fit because of her love of the environment and already established relationship with the brand,” said Beth Cassiday, vice president of marketing for EcoTools. “We believe Alicia and EcoTools are a perfect match because both are so passionate about living green and increasing awareness about earth-friendly products, without sacrificing style.”

The limited edition collection will be available in about 7,000 mass market doors, including Walgreens and Target, in December, and is expected to remain on counter throughout 2010.

While EcoTools executives wouldn’t discuss sales figures, industry sources estimated the Silverstone collection could do $10 million at retail.

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