Beauty incubator Maesa has launched counter-wellness Gen Z skin care brand, Party of You.
Debuting with nine products, the brand sets out to provide consumers with dermatologist-tested "skin care antidotes to life's realities" without pressurised wellness standards.
Molly Kennedy, VP of Brand Marketing for Maesa, told Cosmetics Business Party of You has been created “based on a changing consumer sentiment regarding wellness – we saw a cultural shift building and acted on it.
“While we strongly support the need for wellness in our lives, we recognise the negative impacts of wellness pressure, leading many people to feel burnt out by hyper strict routines and restrictive lifestyles.
“Party of You offers an evolved definition and new perspective on wellness – our version is about acceptance, prioritising joy and recognising that wellness is not a one-size-fits-all.”
Maesa is a well-known beauty incubator, known for cultivating brands including Flower Beauty with Drew Barrymore, Being Frenshe and Kristin Ess Hair.
The brand is launching in the US in retailers Ulta Beauty and Target with nine skus.
This includes Security Blanket Plush Hug Lip Balm (which is launching in four shades), Instant I.V. Glow Enhancing Serum, and Cryo When I Want To Depuffing Face + Eye Roll-on Serum.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.