British lifestyle entrepreneur India Hicks knows a thing or two about launching a successful brand. Her namesake home entertainment and lifestyle company has hit the big time in the US; she's also got a handful of books under her belt and has collaborated with Crabtree & Evelyn on a range of bath and body products. This was all subsequent to her career as a fashion model.
Hick's latest endeavour sees her enter the realm of beauty with the launch of a new skincare line, Unexpected Beauty. For the brand and product creation she partnered with Catherine Walsh, former Coty COO and Estée Lauder VP of global marketing and creative. According to WWD, Walsh did a category analysis for Hicks and, "borrowed from the high-tech, high-performance playbook as well as the healthy body/healthy mind/healthy skin genre, where natural and organic ingredients rule," the publications reports.
Although Hicks has little experience in beauty, what she does have is a, "built-in platform of women who look to us for lifestyle inspiration." Unexpected Beauty will target women around the age of 40 with five multitasking products made for all skin types that use responsibly sources organic and natural plant-based ingredients.
“The idea of having to come from a doctor or surgeon heritage to start a skin-care line is over. Sarah Chapman or Sunday Riley showed that a woman could do it herself, and India felt more comfortable in that space,” said Walsh of the brand positioning.
“The hope is to capture this non-Instagram-ready audience. Not everyone cares about looking perfect on Instagram. I call it the non-Kardashian look,” she said.
