American businesswoman and television personality Martha Stewart is gearing up to launch her debut skin care brand Elm Biosciences.
Described as a clinical skin care brand, it will launch in September and has been created by Stewart and dermatologist Dr. Dhaval Bhanusali.
Bhanusali is a name in the beauty scene, having also worked with Hailey Bieber to develop her beauty brand Rhode, which was recently acquired by e.l.f. Beauty.
“After five years of working behind the scenes, hundreds of prototypes and endless hours of research – we cannot wait to finally share Elm Biosciences with you all,” Stewart wrote in an Instagram post announcing the launch.
“Intentional skin care for living well and ageing well.”
Customers are able to sign up for a waitlist to receive more information about the products via Elm Biosciences' website.
The collection includes two initial products, A30 Elemental Serum (US$135) and Inner Dose The Daily Skin Supplement ($50).
The duo has been described by Stewart as “a breakthrough, first-of-its-kind system to support skin longevity and redefine what it means to age with intention”.
The beauty industry has been increasingly eyeing longevity as the future of skin care.
L’Oréal is one such company betting on this new frontier of science, with CEO Nicholas Hieronomus saying the French beauty giant is on track to take it mainstream.
Estée Lauder Companies (ELC) also recently unveiled a new longevity-focused pop-up at South Korea’s Incheon Airport.
The upcoming launch of Elm Bioscience is not Stewart’s first foray into beauty, having launched Martha Stewart CBD in September 2020.
The brand, developed with Marquee Brands and Canopy Growth Corporation, then expanded into skin care in 2022.
American rapper Snoop Dogg is said to have introduced Stewart to CBD, which led her to launch her own line of products.
Snoop Dogg also has a line with Canopy, called Leafs by Snoop.
Stewart recently featured in MAC Cosmetics’ latest nude lipstick and liner campaign, and was pictured in a kitchen in a silky robe applying a MAC Cosmetics nude lipstick.
(Image Credit: Wiki Commons, Gage Skidmore from Peoria, AZ, United States of America)