The project has been 15 years in the making, with Hudson and Juice Beauty founder and clean beauty pioneer, Karen Behnke, wanting to work together since they first met through their mutual friend, Cindy Crawford.
“Kate really embodies Juice Beauty’s values of wellness, authenticity, happiness and sustainability,” Behnke tells WWD. “So that’s where it starts with me, that our values and missions are aligned. Secondly, it’s how will we resonate with her followers. Since her followers love all those aspects of her, we think we’ll resonate well. In today’s world we want to do as much as we can with social media and PR, and she brings a platform and a voice beyond what we can always do.”
The mask is launching at Ulta Beauty in the U.S. and Sephora stores internationally. In the spring, a second release will offer concentrates to customize the mask.
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