Forma Brands, the parent company of Morphe, has teamed up with ‘uncool-cool girl’ influencer and entrepreneur Emma Chamberlain to launch a new skin care line, called Bad Habit.
Chamberlain takes on the role of Brand Ambassador and Creative Director for Bad Habit, which will debut with a collection of ten products at Ulta on 27 December and Morphe on 29 December.
California-born Chamberlain found fame via YouTube where she became well-loved for her distinctive editing style, less-than-perfect DIY projects and comedic asides to the audience. She has 9.72 million YouTube subscribers and boasts 11.6 million followers on Instagram.
And the Bad Habit label seems to be channelling Chamberlain’s own personal brand with its positioning, stating: “Real life is messy, and you don’t have to be good all the time to have good skin all the time.”
The line-up includes four daily essentials, namely an AM cleanser + moisturiser and a PM cleanser + moisturiser, and six ‘quick fix’ treatments developed to help consumers combat the visual effects of “no sleep days”.
Commenting on the new label, Chamberlain said: "Bad Habit is me in a skin care brand – it's honest, unapologetic and realistic about the fact that life is far from perfect.
“When I was younger and dealing with acne, I felt totally lost when it came to skin care. I couldn't connect to any brands or products because they all were expecting perfection.
“Bad Habit is the kind of brand that I would've felt safe going to at that time because the message is so positive, honest and real. It's perfect for people just starting out on a skin care journey because of that message, but the products are so great and effective that lifelong skin care experts are going to love them too.”
