Superbloom, the new skin care brand from natural household and personal care e-tailer Grove Collaborative, has made its debut.
The new 10-sku line is being sold through Grove Collaborative’s dedicated beauty section, Grove Beauty, which recently went through a rebrand.
It comprises two core skin care ranges, featuring a cleanser, toner and moisturiser, that are designed for different skin types to protect against environmental aggressors and free radicals.
The Clarifying range is aimed at consumers with normal, combination and oily skin and helps to protect from free radicals and pollution.
The hero ingredient of this trio is passionflower, a source of linoleic and oleic acids, vitamins and anti-inflammatory properties, to help moisturise skin and calm irritation.
The Hydrating line is for customers with normal and dry skin, and has been formulated as a defender of dry conditions as well as pollution.
Cactus flower is the star ingredient in this blend.
Harnessed for its water retaining properties, the trio in this line will hold moisture and resist the evaporation of vital minerals from the skin.
Meanwhile, the antioxidant-rich blend is said to fend off free radicals and encourage cell renewal.
Completing the range is Superbloom’s Bounce Bak Radiance Serum, Vitamin C & E Brilliance Serum and Bright Eyes Peptide Cream, to fight against signs of ageing, sun exposure and damage caused by free radicals, respectively.
Finally, the brand's Glow Defense SPF 20 Cream protects skin from sun exposure.
The launch marks the second private-label brand to launch in Grove Collaborative’s beauty and personal care category.
Sustainable beauty brand Peach was the first brand to be introduced by the retailer, featuring solid body, skin and hair care products.
Grove Beauty also stocks colour cosmetics and fragrance products.