After preparing for two years, Pureology is relaunching for summer 2020, with a fully renovated line-up and reformulations.
   The line-up continues Pureology’s high-performance, professional-grade principles, and comprises shampoos, conditions, treatments and styling products. The formulas are sulphate-, paraben- and mineral oil-free. All formulas remain 100 per cent vegan.
   They are made with Pureology’s Antifade Complex, a patented ingredient blend with sunflower seed, a UV filter and vitamin E, working to protect colour; and Zerosulfate, a blend of corn, coconut and sugar that cleanses without stripping colour. The formulas are highly concentrated, with over 70 applications per bottle.
   With its origins in California, and now part of L’Oréal, Pureology has always kept its finger on the pulse of what makes products responsible and good for its users. The original Pureology products were sulphate-free and 100 per cent vegan, and in its 20th year, the new line has a reduced carbon footprint in its sourcing of ingredients, greater water conservation, and the use of 95 per cent post-consumer recycled plastic packaging, which in turn is 100 per cent recyclable. No products or formulations are tested on animals.
   The new line is already on sale at pureology.com and at Salon Centric, and will be available from August on Ulta, Amazon and Sephora.com.

Kathy Ireland, poolside, wearing classic vintage swimwear on the French Riviera for the Cannes Film Festival at the invitation of Elizabeth Taylor. The image and silhouette are inspirations for design, form, fit and fabrications of Kathy Ireland Swimwear by Trunkettes’ launch.

Kathy Ireland Worldwide (KIWW) has inked a five-year agreement with Trunkettes to create a range of co-branded designer swimwear, showing off its first four collections under the new arrangement this week.
   Kathy Ireland Swim by Trunkettes’ first four lines are Oceana, Aloha Sunset, Coastal Shores and Maritime, with additional lines to come.
   Ireland is a three-time Sports Illustrated Swimsuit Issue cover model, with one issue having the distinction of being SI’s best selling of all time.
   It is Ireland’s modelling imagery and silhouette that form the inspiration for the new range.
   With her company a highly influential licensor, Ireland, as chair, CEO and chief designer of KIWW, has been very careful about who gets to use her brand. It supports the Millennium Development Goals, and its brand partners work to further this initiative.
   â€˜All of us at KIWW are delighted to be working with Hilary and her team,’ said Ireland in a release. ‘It’s been a very long time since our company’s involvement in the fashion category of swimwear. Many industry leaders have asked for that brand extension, and their vision did not inspire us. After meaningful consultation with our team as well as our long-term partners, John and Marilyn Moretz, we met Hilary, who is a great leader and powerful inspiration to all of us. The irony of this agreement is that my work for Sports Illustrated would never have happened without the stewardship of the amazing Jule Campbell, a woman who took charge of the SI brand, and made it a global powerhouse. Working with Hilary, a greatly talented CEO, who understands, as a woman, the unique needs that we have in swimwear, definitely had an impact on our thinking. When Brian Nguyen introduced us all to Hilary … the answer was yes! The company is amazing, the suits are spectacular, and Hilary is amazing as well.’
   â€˜We could not have imagined a more ideal fit for a partnership than with Kathy,’ said Hilary Genga, Trunkettes’ founder, CEO and chief designer. ‘Her strength, confidence, and empowerment of women represent everything the Trunkettes brand stands for.
   â€˜Today, Kathy has as many Forbes covers as she does Sports Illustrated. I am honoured to work with Kathy, a woman who has inspired so many women—myself included.’
   Trunkettes will support women’s and minority initiatives as part of the arrangement.

Elizabeth Faraut, who created the LA Loop—dubbed ‘the Original Necklace for Eyewear’—21 years ago, launches a new product that’s very much of our times: the LA Mask, a functional way to make sure people remember their masks when heading out during these times, when COVID-19 remains very much a health issue in so many countries.
   Working on a similar principle to the LA Loop, which became a simple, elegant and practical way to keep your eyewear around your neck, LA Mask allows wearers to hang their personal health masks the same way.
   Faraut was inspired to create LA Mask when going shopping, finding, as many have, that it was too easy to leave one’s mask behind. ‘As shelter-at-home became the new normal, it didn’t take me long to figure out that going grocery shopping early on Sunday morning was the way to go. And while I may have realized the best times to shop, there were snags along the way: when I would arrive at the market and realized I had forgotten my mask, creating LA Mask was a necessity,’ she said. ‘While easy, no-fuss, minimal–practical has been my mantra since founding LA Loop, LA Mask is a game changer in our ever-changing world.’
   Faraut offers the LA Mask with or without a mask. The mask hangs against the chest. Without it, LA Mask becomes an elegant necklace, or it could be worn as a bracelet.
   LA Mask is hand-made in Los Angeles. The masks sold with it use vintage fabrics, and all are pre-washed. The Classic collection masks are 100 per cent cotton blend.
   For June and July sales, LA Mask will donate a portion of the proceeds to Downtown Women’s Center (DWC), focused on serving and empowering homelessness and formerly homeless women.
   LA Mask is available via LA Loop’s website, www.laloop.com, and at international retailers.

As some celebrities and models continue with lockdown, and others are starting to emerge from theirs, their Instagrams are a far more mixed bag than when we began peering into them again earlier this year.
   While a few months ago, there were express acknowledgements of the COVID-19 pandemic, this week there was no caption from Kylie Jenner as she posted a selfie of herself in a bra and jeans, love heart aside, with half-sister Kim Kardashian exclaiming ‘WOW’ with six flame emojis. And being Jenner the photo received 10·6 million likes, and Kardashian’s comment, at the time of writing, had 11,999—it’ll easily be over 12,000 by the time you read this.
   In Milano, where things are beginning to open up again, Chiara Ferragni showed off her pride capsule collection, sharing the link in her Instagram Stories. The home-shot top showcases its rainbow stripes proudly, with ‘Love fiercely’ emblazoned on the front.
   It’s outside for singer–model Hilde Osland modelling Bombshell Sportswear, showing off the red autumn leaves in Western Australia, as that country’s COVID-19 infections dwindle. German actress Franziska Knuppe went further afield, into the Baltic Sea on board a boat for a photo shoot, doing her own make-up (using Shiseido) and hair (using Schwarzkopf), but beyond that, it’s a ‘secret project’ and we’re to wait to see just what this is.
   Bar Refaeli had a far simpler, more relaxed post on her ’Gram, looking natural in Tel Aviv with the simple caption, ‘Favorite time of the day. ME TIME’, a sentiment which many of us would embrace. Just as blissful was a post from Marina Laswick to her one million followers, her husband Kev Dukes holding her up. They’re making a Q&A video to answer questions about their successful marriage, and among the comments is an admission that Kev is usually behind the lens of Laswick’s photographs.
   Silvana Araujo, with nearly a million followers as fans of her fitness advice, is the only one in our round-up who mentions her quarantine (in Bogotá) directly. Wearing a bikini, she’s alerting fans to her upcoming fitness videos.
   Finally, Lucire cover alumna, actress Violett Beane, who turned 24 earlier this month, showed off a new hair colour (‘Extremely-faded-dark-brown-box-dyed’) and ’do.

As the COVID-19 lockdown continues in many parts of the world, many celebrities and models are keeping their spirits up, especially to their Instagram audiences.
   Winnie Harlow (@winnieharlow) showed photos of her on a New York rooftop with paints in the background, with a positive message: ‘If you can see the light over the horizon keep going’. It’s not too clear if these were taken during lockdown as they are particularly polished, and her captions do not suggest that they’re her present status.
   Clearer was Kaia Gerber (@kaiagerber), who kept things simple at home with a camisole and jeans, and earlier photos suggest she’s been indulging in books.
   Alexina Graham (@alexinagraham) has had immense fun during her self-quarantine in the UK, as she discovered with her sister that she can balance a glass on her head while wine is being poured into it. It’s her new party trick, and there’s a video on her Instagram.
   Lily-Rose Depp (@lilyrose_depp) wasn’t going to forget her little brother’s birthday: Jack Depp turned 18, and Lily-Rose posted strips of old photographs containing the siblings.
   In a sign of our times, actress and Lucire cover alumna Laura Vandervoort (@supervandie) posted a photograph of coloured rocks, each with a message of hope and positivity, saying that she added four to the row on a walk during her lockdown in Toronto.
   Showing that you can’t keep a good model down, Sara Sampaio (@sarasampaio) decided to dress up and put on her make-up for her at-home selfie during lockdown in Los Angeles.
   Meanwhile, Natalie Roser (@natalie_roser) offered a selfie in Rose & Bare nude underwear along with a coupon code for Easter.
   But it’s Gigi Hadid (@gigihadid) who takes the prize here for making the most of the situation. She still managed to pose for Vogue Italia while quarantined. The magazine sent her a Chanel look, and she donned the outfit, photographed ‘home on the farm’ by fellow model and friend Leah McCarthy, with whom she’s self-isolating. The image appears in Vogue Italia’s April 2020 issue. •

Fabletics, the athleisure brand co-founded by actress Kate Hudson, has announced that its Demi Lovato limited-edition collection will benefit COVID-19 relief efforts. The company says that US$5 for each item sold from the collection, amounting to a US$125,000 pledge from now through June 30, 2020, will support the WHO COVID-19 Solidarity Response Fund, providing ‘crucial gear’ to front-line workers.
   The collaboration was originally created to ‘inspire women to channel their inner strength’, something which Fabletics points out is needed now more than ever.
   In a release, Lovato said, ‘Recently, we have watched our world change and have thought long and hard about holding off on this launch. After sitting down to reflect for a few days, we realized there’s no better time to inspire others with my capsule, which has always been about channelling your inner strength.’
   She added in a blog post, ‘In addition to lifting up those in need right now, it’s so important for us all to feel empowered, invincible, and strong from the inside out. My collection is designed to do just that—uplifting you with bold colours and amazing contouring for the biggest confidence boost. I love how these styles make you feel so supported when you put them on. Living an active lifestyle from home is all about wearing activewear, like comfortable leggings, bras, and tops you can wear from morning to night.’
   The range uses PowerHold, a proprietary contouring fabric, and includes the Mila pocket legging and Ultra High-Waisted Shine legging, T-shirts, layering pieces, and bras, promising versatility and suiting a broad variety of activity and body types. Sizes range from XXS to 4X.
   The collection is available from fabletics.com.