Just two years after its initial release, the actress has relaunched the brand with a new ethos and single product offering
KNOW Beauty's original offering did not translate the way Hudgens had hoped, which has driven the rebrand
The High School Musical star has updated the brand’s ethos – natural, targeted solutions for oily and acne-prone skin – and stripped back the product offering to just one item.
Glacial Bay Clay Mask, available exclusively on Amazon, is a colloidal clay-infused product that claims to draw out impurities, tighten pores and even out tone.
More products focused on “simple yet effective solutions to real skin problems” are expected to follow.
This change in direction comes two years after KNOW Beauty’s initial debut into beauty.
Hudgens co-founded the brand with singer Madison Beer in 2021 with a focus on skin care that utilises DNA technology.
Customers were given a personalised skin care regime based on the results of an online questionnaire and $95 DNA kit, which was posted to their home.
However, the collection did not translate the way the duo had hoped, which has driven the rebrand.
Beer has since exited the company to focus on her musical career, leaving Hudgens flying solo as the founder.
"I am so excited to work with Amazon to relaunch KNOW Beauty and connect with a new group of customers who are also passionate about finding solutions to help them look and feel even more beautiful,” said Hudgens.
"For me, taking care of my skin is a form of self-love and meditation, and the Glacial Bay Clay Mask is a huge part of my personal routine.”
The mask contains mineral-infused colloidal clay that is sustainably harvested from a glacier in British Columbia
Melis del Rey, Director of Beauty at Amazon, commented: "Amazon Beauty strives to help customers to discover and experience an unlimited world of premium and everyday beauty products with the click of a button.
“We are excited for customers to try the latest from this incredible brand."
Hudgens worked on the mask’s formulation for nine months with Mary Berry, CEO of Cosmos Labs, which specialises in developing premium skin care products.
The mineral-infused colloidal clay used within the formula is sustainably harvested from an active glacier in British Columbia.
KNOW Beauty’s Glacial Bay Clay Mask is available to buy exclusively on Amazon.