Dec 18, 2017
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Rose McGowan officially launching two-product beauty line, looking for partner

Dec 18, 2017

Actress-turned-women's-rights-activist Rose McGowan will be launching her "all in two" The Only Skincare beauty brand in February and is reportedly looking for a philanthropic partner to support the brand.

The line aims to do away with "the need for overpriced, overly complicated beauty regimens." - The Only Skincare

Last month, FashionNetwork.com reported that McGowan would be launching The Only Skincare line in February of 2018. The line is based on two products, a wash and a lotion. The brand explains that the concept is to offer a "simple, revolutionary approach to healthy skin that eliminates the need for overpriced, overly complicated beauty regimens."

The products are for both face and body: the wash is designed to refresh, while the lotion has anti-aging, firming and exfoliating ingredients. Both products are made to reduce fine lines, hydrate and promote cell renewal.

McGowan explains that she and her beauty-loving aunt "became disenchanted with the beauty industry and how many products we were told we needed – we decided to do it ourselves."

According to the company website, the actress and her aunt spent ten years developing the products, which are paraben, paraffin and petrochemical free. The brand's motto is "alternative luxury for the face and body."

McGowan recently reentered the spotlight when she spoke out on social media about the sexual harassment she experienced from Harvey Weinstein when she was a young actress. She became the leader of the "me too" movement, which led to victims speaking out about their own experiences of inappropriate behavior in their workplaces and sparked a national discussion about sexual harassment. 

To that end, McGowan is reportedly looking to partner with a philanthropic entity or individual to support The Only Skincare's brand launch. As consumers show an increasing preference for products with meaning, the incorporation of a message of empowerment may prove to be a good marketing strategy for the new line.

A number of beauty brands have been experiencing success by aligning themselves with the core values of their celebrity creators. Rihanna's Fenty Beauty pioneered diversity in beauty for millennials by offering 40 different shades of concealer, an approach echoed by Kylie Jenner's Kylie Cosmetics which recently rolled out 30 shades in its own line. Kat Von D, on the other hand, has developed her line based on a cruelty-free ethos, another social cause that resonates with consumers.

McGowan's The Only Skincare is available online for preorder. A 7 fl. oz bottle of the wash sells for $32 and a 5.1 fl. oz bottle of lotion is priced at $48. They are slated to launch February 2018. McGowan will also be launching her book, Brave, in January of the new year.

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