Presented in minimalist ‘post-consumer’ recyclable plastic pots designed by Robinson in a distinctive family color (which first went on sale the month before Daniel Lee’s first ‘Bottega Green’ collection), three Humanrace’s main products are a cleanser, exfoliator and moisturizer. Delivered as a “Routine Pack”, these are designed to be used daily for three minutes. “That was very much a lesson from Dr Elena,” says Muscat: “It’s about routine. If you don’t stick to it, you won’t see any benefit.” Customers are invited to subscribe, at a slightly reduced price, to refill shipments of products to fill their vases with. The company also offers sun care products, soap-free body bars and ceramic trays to put them in. The products are vegan and not skin type specific.There are also their own branded clothing pieces and a collaboration collection produced with Adidas Originals.
To mark the UK launch, Selfridges will be temporarily lit up in the brand’s distinctive shade of green. There will also be three further activations that will highlight the ceramic trays, the Adidas collaboration and a new, Made In Italy iteration of the apparel (still unseen by the public, these pieces are low-shoulder, high-coverage sweats and hood in high-quality washed French terry).
Humanrace’s circular approach to packaging and replenishment was a draw for the retailer. “Our focus is on empowering future super brands and sharing our platform with disruptors alongside global beauty houses by providing more sustainable solutions,” explains Andrew Keith, managing director of Selfridges. It currently carries 2,000 recharge options across 55 brands and aims for 45 percent of transactions to come from circular products and services by 2030. He adds: “Pharrell and the Humanrace team have identified a space for functional and effective everyday products that are designed to last… is a much better example of a circular future for skincare.”
Photos: Humanrace
