American talk show host has side stepped anti-ageing messaging for boomers with her debut line of cosmetics
Kind Science is the new beauty brainchild of American TV treasure Ellen DeGeneres.
For her debut skin care start-up, the comedian and producer has moved away from traditional anti-ageing messaging, in an effort to give confidence to older audiences and encourage them to use skin care products that support their needs.
The products are said to be centred around scientific research and each sku uses a blend of botanicals and patented peptides to address skin care concerns.
To launch Kind Science, DeGeneres hired the help of celebrity make-up artist and founder of her own eponymous beauty line Victoria Jackson, and has started off with seven skin care items.
For the Gentle Cleanser, the brand has harnessed vitamin C to help balance and prep skin; the Micro Exfoliant is a multi-purpose exfoliant and face mask, containing a fruit acid blend, volcanic sand and bamboo silk to brighten and polish skin; while the Firming Serum is loaded with bakuchiol, which helps to support collagen production (from US$22).
Meanwhile, the Hydration Cream blends snow mushroom, sea buckthorn and bakuchiol to help ward off wrinkles and plump skin; the Eye Cream helps to keep the sensitive eye area hydrated; and the Neck Treatment is a cooling gel-cream without whipped consistency to improve firmness (from $32).
Completing the range is the brand’s Radiance Oil ($38), a brightening and skin-rejuvenating formula to help reduce the look of fine lines thanks to its blend of jojoba, meadowfoam and moringa oils.
“The concept of Kind Science came about as I had struggled for years to find skin care products that didn’t irritate my increasingly sensitive skin,” said the talk show host.
“I’ve tried pretty much everything out there and finally decided to launch my own line, not wanting to compromise the things that matter most to me – caring for yourself, animals and the planet.
“Kind Science isn’t about anti-ageing because ageing is a good thing, it shows you’ve lived a lot, learnt a lot and hopefully laughed a lot.
“I want to keep laughing, just with fewer laugh lines and wrinkles.”
Meanwhile, Jackson added: “After having known Ellen for years, I was beyond thrilled to partner with her on the creation of Kind Science and bring my experience and expertise from forty years in the beauty industry.
“Product innovation is my forte and I’m incredibly proud of this skin care line we’ve created with all the amazing textures and performance-driven formulas that give real results while being kind to your skin, animals and the planet.”
Like so many celebrity brands, Guthy-Renker is the vehicle behind DeGeneres beauty venture.
Established by Bill Guthy, the marketing heavyweight is behind Jennifer Lopez's JLo Beauty, Cindy Crawford's Meaningful Beauty and is rumoured to be working with the Duchess of Sussex on her own-brand beauty business.
DeGeneres' new range is available exclusively via kindscience.com.