Burt’s Bees has announced it is launching a full-fledged colour cosmetics line — Burt’s Bees Beauty; which will include eye, face, lip and cheek products.
Specifically, the brand has said 8 SKUs will be available, consisting of liquid and powder foundations, blush, eyeshadow palettes, eyeliner, brow pencil, mascara and a glossy lipstick.
The brand — eponymous with honey and beeswax skincare and lip formulations — worked for two years on the line, which like the rest of its products is derived from natural ingredients.
Burt’s Bees general manager Jim Geikie spoke with WWD and expressed that makeup will become the third pillar for the brand alongside lip and skin care. Specifically speaking, Geikie notes the significance of the makeup’s natural ethos in alignment with Burt’s Bees prices: “What we found in the [natural cosmetics] market are products that don’t really deliver on expectations in terms of performance, and they tend to be more expensive than what consumers are willing to pay.
“We are really excited about the quality of the product and performance, coupled with the fact that we’ve worked very closely with our retail partners to be hitting the price points consumers were prepared to pay.”
The full range will be available in the US from September, with an Australian launch date yet to be announced.
