Hollywood actress Olivia Wilde has been signed on as chief brand activist for California-based brand True Botanicals. This also marks the first prominent celebrity signing of a natural skincare line in the beauty industry.
The chief brand activist role was created especially for Wilde and will see her promote the brand via her social media channels as well as working on yet-to-be-announced projects with the True Botanicals team. The partnership reportedly came up simply because she liked the products, using them increasingly during both of her pregnancies.
“People assume these nontoxic, natural products are beautiful and lovely and they smell great and you feel pious using them, but that they aren’t actually going to solve the problems you have,” said Wilde. “[True Botanicals] actually addresses specific issues — whether it’s antiaging or acne. Once I tried the products I thought, ‘This is something really exciting.’”
Wilde previously held a contract with Revlon where she was signed as a face of the brand from 2011 until the end of last year.
