Lucire
The global fashion magazine July 1, 2022 



 

Hit beauty brand Skin Proud arrives on Farmers shelves in New Zealand


NEWS Skin Proud aims to have a more authentic message with vegan, PETA-approved cruelty-free skin care products aimed at Gen Z
Filed by Lucire staff/March 30, 2022/11.00






 
British brand Skin Proud has already found success in the US retailing at Wal-mart, and hits New Zealand shelves as of now, appearing exclusively at Farmers.

Skin Proud’s ingredients are 100 per cent vegan, PETA-approved cruelty-free, and affordable. The company is also refreshingly inclusive, understanding that beauty products have to work with all complexions, and that it’s not just women who choose to use them. They’re also more realistic about who buys beauty products, with its global head of marketing, Nora Zukauskaite, stressing, ‘There are no filters here at Skin Proud, just efficacious skin care that nourishes and cares for your skin and its individual needs.’

Founder Charlotte Knight added, ‘From implementing a strict no-Photoshopping policy in our skin care ads to colour-coded packaging for ease of use—routines broken down by a.m., p.m. and any time—the brand speaks to Gen Z and tells the inclusive and diverse story of what it means to be you. To be proud of the skin you’re in.’

That colour coding is particularly clever, with the lightest shade for dawn, the darkest for dusk, and an intermediate one for any time.

The company says they want to see people embracing their skin, ‘texture, pores and all, celebrating the imperfections, and perfections, that make you, you.’

The range uses natural extracts such as pomegranate, raspberry, coconut oil and rose water, as well as hyaluronic acid, vitamin C, niacinamide, and AHAs. Products include the Stress Rescue kombucha face wash, the Sorbet Skin Everyday Jelly moisturizer, the Refresher hydrating pineapple mist, the Velvet Cloud Cleanser whipped mousse cleansing foam, the Detox Tonic for exfoliating, the Everything balm, the Bright Eye pomegranate gel cream, the Frozen Over gel-to-ice hydrator, the Jelly Bright Essence for moisturizing, the Fruit Smooth fruit enzyme exfoliator, the Recharge serum for overnight use, the Unplug pore detox and Balance Act pink clay mask sticks, the Sleep Hero overnight sleep mask, and the Sleep Defence kombucha overnight mask. The most you’ll pay is NZ$36·99 for one of the products, while prices begin at a low NZ$17·99.
 




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