This year saw an influx of celebrities entering the beauty industry with their own brands.
, exclusively at Target and teamed with beauty brand creator and incubator Maesa for the line.
“We are going to constantly push innovation to be able to reach a place where we’re amazingly sustainable, but at the same time have superior product for a very affordable cost,” Chopra Jonas told WWD. “We’ve spent less on the bottle and spent so much more on the product. And it’s better for the earth than most. It’s a step in the right direction, and you can afford it. I think it’s the trifecta of that — that was the gap for me.
. The women teamed with dermatologist and chief medical officer Dr. Karen Kagha to create the brand, which offers an at-home DNA kit that gives customers a recommended regimen of beauty products based on their results.
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