Bobbi Brown launches Goop-like lifestyle brand and platform

Bobbi Brown has launched a new company, Beauty Evolution, and an editorial platform called JustBobbi which is devoted to beauty, travel, and all aspects of a wellness lifestyle.


Beauty Evolution's launch line revolves around a range of dietary supplements - Instagram @justbobbibrown

Brown announced the launch on her Instagram saying "Allow me to reintroduce myself." She called JustBobbi a "modern wellness platform" and explained it "aims to educate and inspire how you live your life through never-ending exploration and creative storytelling."

Beauty Evolution's core launch product line is called Evolution 18. Touted as "An evolution of wellness that starts with products for gorgeous skin, strong bones and overall glow," the line comprises a range of dietary supplements. It includes chocolate and vanilla powders and probiotic supplements.

On her Instagram account, Brown explained that the health and wellness space is a long-term interest of hers, saying "I have always believed the better you take care of yourself on the inside, the better you look on the outside."

The platform and wellness brand are not entirely new concepts for Brown either, as she was previously a consultant for a curated experience at Lord & Taylor that was also called JustBobbi.

Brown will remain involved in the cosmetics industry, continuing as a freelance makeup artist with London's Premier Hair and Make-Up. She also has plans to open a guest inn in her native New Jersey with her husband.

According to the New York Times, Evolution 18 will launch on QVC on April 20. Customers can join a waiting list on Evolution 18's website.
 

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