CoverGirl launches first-ever skin care collection

The drugstore brand moves away from make-up and enters the ‘clean’ beauty sphere

Coty-owned beauty brand CoverGirl has launched its first-ever skin care collection. 

Extending beyond colour cosmetics, the Clean Fresh Skincare range is said to be 100% vegan and ‘clean’ and features five products.

The Clean Fresh Skincare Priming Glow Mist aims to add hydration to the skin by priming and toning.

Meanwhile, the Clean Fresh Skincare Weightless Water Cream contains hyaluronic acid and according to the brand, provides hydration for up to 72 hours.

Formulated with rose water, vitamin C, cactus water and meadow foam seed oil, the range aims to improve skin texture and enhance skin tone.

“We know consumers are more skin-aware than ever and want ingredient-conscious products at an accessible price point,” said Andrew Stanleick, Executive Vice President, North America of Coty.

The launch is in line with Coty’s overall strategy to become more ‘clean’ nodding to its recent rebrand of Kylie Cosmetics earlier this year.

Kylie Cosmetics’ Instagram handle announced in July that the brand’s fully revamped line would be launching on 15 July, featuring all ‘clean’ and vegan formulas.

“This means no animal oils, parabens or gluten, and we banned a list of over 1,600 other ingredients from being used in products, but made sure everything has amazing pigmentation and performance,” the brand shared in an Instagram post to its 25 million followers.

Coty CEO Sue Y. Nabi, commented at the time: “We are so excited about the relaunch of Kylie Cosmetics with a reformulated range that is really at the forefront of everything Gen Z wants.”