Eva Gutowski Cocreates Coastal Citizen Beauty Brand – WWD

Influencer Eva Gutowski has based a brand new magnificence firm.

Coastal Citizen is a minimalist magnificence model born from Gutowski’s skincare journey. Launching Sept. 2 by way of its personal web site, the model will bow with two merchandise which are “clear,” in line with the European Union’s magnificence requirements; ocean-friendly; vegan, and cruelty-free: a no-rinse Morning Water cleanser, $28, and bamboo terry towels, $17 for a pack of three. The packaging is recyclable and options pictures from Gutowski’s world travels, together with captions and temper descriptors.

Gutowski is named @MyLifeAsEva on YouTube, the place she counts 11 million subscribers. She began her channel in 2012, when she was a freshman in highschool hoping to enhance her public talking abilities, she informed WWD by way of cellphone.

“Ten years later, I’m right here and I’m comfortable to be on this superb neighborhood of over 32 million mixed [followers],” she stated.

Coastal Citizen Eva Gutowski

Coastal Citizen’s preliminary product lineup consists of Morning Water and Terry Towels.
Courtesy of Coastal Citizen

Gutowski drew from her personal struggles with pimples and different pores and skin points for Coastal Citizen’s preliminary product lineup. 4 years in the past, she reduce out all magnificence merchandise — skincare and make-up — that have been animal-tested and contained synthetic dyes and fragrances. Her pores and skin proceeded to “heal itself,” she stated.

Coastal Citizen was developed in partnership with Comply with Magnificence, a holding firm that builds creator-led manufacturers. Neither Comply with Magnificence nor Gutowski agreed to supply a gross sales projection, however {industry} sources estimate Coastal Citizen will do as much as $8 million in first-year retail gross sales.

Gutowski was intent on making Coastal Citizen sustainable the place doable — a spotlight she dropped at It’s All Wild, a clothes line she launched in 2017. It’s All Wild launched various small-batch drops utilizing recyclable materials. The final assortment took two years to develop, Gutowski stated, and launched in 2020.

“I’m not presenting myself as a clear or sustainable magnificence model as a result of it’s cool, I truly care,” Gutowski stated. “It’s All Wild put me able to make Coastal Citizen the very best model doable. I can come to Coastal Citizen with an excellent understanding of how the behind the scenes works so we will get issues finished successfully.”


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https://wwd.com/beauty-industry-news/beauty-features/eva-gutowski-coastal-citizen-follow-beauty-1234905293/ | Eva Gutowski Cocreates Coastal Citizen Magnificence Model – WWD


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