Social media personalities Brooklyn and Bailey McKnight have launched a skin care essentials brand called itk via Walmart.
Co-created by the YouTube stars and Maesa, the beauty incubator behind Flower by Drew Barrymore and Taraji P Henson’s TPH, itk targets Gen Z consumers.
Described as cruelty-free, efficacious and straightforward, the line is launching with 15 skus for a wide range of skin types and needs.
Hero products include Clay Color-changing Mask, Nightly Clarifying Serum, Milk-to-Foam Cleanser and Prebiotic Gel Moisturizer.
The McKnights are best known for their popular vlogs, which have garnered more than 1.5 billion views; this is not their first foray into beauty, with the sisters having previously founded a mascara product, which was once sold via ulta.com and in Riley Rose.
To appeal to the Gen Z consumer, itk included consumers in its product development, asking their community the question: “What are you looking for in your skin care?”
The brand reviewed nearly 1 million responses, and included the ‘itk crew’ to give real-time feedback on R&D.
“We're so excited to finally launch itk in Walmart, a retailer that our audience knows for its convenience, quality, and affordability,” said Brooklyn, a licensed aesthetician.
“Together, we want to simplify skin care and help create habits for healthier skin.”
“We hope that with itk we can help rewrite the average skin care routine, making it accessible price wise, and conceptually – we want our audience to understand what they're applying and why," added Bailey.
“For the past two years we've relied on our audience to guide us in this journey in hopes of creating a skin care brand that is truly inclusive for all consumers.”
“Walmart is committed to expanding its assortment and bringing in new brands that will resonate with our customers,” said Creighton Kiper, Vice President, Merchandising, Beauty at Walmart US.
“That is why we are so excited to welcome Brooklyn and Bailey's customer-inspired itk line to our growing aisle of high-quality skin care products at accessible prices.”
itk is available in 3,800 Walmart stores across the US and online on walmart.com.