When the brand launched, they shared with Harper’s Bazaar that they intended to provide “an easier way to approach skin care, something that allows you to know what is right for your personal skin, because it's different for everyone.”
Fast forward to 2023 and the unlikely duo have parted ways (Beers is trying to focus on her musical career), while KNOW Beauty has ditched the DNA angle and subsequently, all but one product.
In a recent interview with WWD, Hudgens — now flying solo as the founder and face of KNOW Beauty — admitted she “had been trying to get customers acquainted with the brand for a while, but it just wasn’t translating like we thought it would. After a year, we knew we needed to switch gears and try something different.”
“Trying to take over an entire skin care line is a bit ambitious,” Hudgens explained. “Instead [I] decided to focus on something specific that could easily be slotted into a skin care routine — something we can be known for.”
Hudgens’ focus is now the brand’s new launch — the KNOW Beauty Glacial Bay Clay Mask — which will be sold direct to consumer via Amazon.
According to the KNOW Beauty website, the mask claims to “draw out impurities, tightens pores, and restores your complexion to its radiant glow.”
“Made with mineral-infused colloidal clay harvested from an active glacier in British Columbia,” the mask was created for oily, acne-prone, and combination skin
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.