Kristin Cavallari is relaunching her skin care brand Uncommon Beauty with new formulations, new packaging and a robust pipeline of new products.
Cavallari introduced Uncommon Beauty in 2021 as a complement to her jewelry brand, Uncommon James, which debuted in 2017 and now has four stores. That assortment included a powder cleanser, a peptide serum with vitamin C, a moisturizer and an eye cream — all of which have been reformulated and relaunch today in Uncommon James’ boutiques and on its website. Prices range from $36 to $62.
The urban meccas aren’t where she’s seen the most resonance. “It’s all about these destination cities for bachelorette parties, girl’s trips, whatever it may be. Those cities do very well for us, up-and-coming ones, and some that are established. Dallas is a big market for us, but that’s our weakest link when it comes to stores,” she said.
The reception has been strong — ”we’ve gotten incredible testimonials, people will also send me before-and-after photos. I get a lot of DMs saying the skin care has changed people’s skin, and that means I’ve done my job,” Cavallari said — adding that as she sold out of existing inventory on the brand’s first incarnation, she’s seen her consumers clamor for more.
Her timing is spot-on, as shoppers trade up in makeup and trade down in skin care. According to sales data from Circana, prestige beauty sales hit $6.6 billion in the first quarter — a 16 percent swell — roughly a third of that coming from makeup alone. To that end, she’s not afraid to tap into mid-2000s nostalgia. Last month, she unveiled a campaign for an Uncommon James collection called Back to Laguna, shot with Laguna Beach costars Stephen Colletti, Talan Torriero, Jason Wahler, Alex Murrel, Jessica Smith and Alex Hooser at Pacific Palisades High School and reviving sartorial trademarks of the era, like platform sandals and a black choker necklace.
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