Supermodel Kendall Jenner has taken her first steps into the beauty world with the launch of new oral beauty care range, Moon.
Jenner co-created the product with brand incubator Beach House, with the product set to launch into Ulta stores in May.
Moon is a seven SKU-range including Activated Charcoal Whitening Toothpaste, Clean Slide Gloss, and the Kendall Jenner Teeth Whitening pen. A direct-to-consumer product range, Jenner came on board once the majority of the development was in place following liaisons with Beach House Group Co-Owner Shaun Neff.
Speaking to WWD.com, Neff said, “I knew we had to place the right person to help us develop and push and market the product.
“[Kris] loved the brand, and we were like, let’s show Kendall. When we showed her the name and the look and feel [of the brand], and the concept of oral beauty, she just loved it.”
Retailing between $3.99 to $19.99 the brand has natural ingredients and premium packaging, with industry sources suggesting it will bring in $30 million to $35 million in annual retail sales in its first year.