It feels like every week brings with it a new celebrity line or collaboration – whether it’s the longstanding partnership between Gigi Hadid and Vogue Eyewear, Rihanna set to launch Fenty Skin soon, or Miranda Kerr’s Kora Organics still going strong. The one that took us by complete surprise, however, was the recent announcement of Kendall Jenner’s venture with vegan oral hygiene company Moon.
Unlike her sisters in the Kardashian-Jenner clan, who’ve tapped into more conventional lines of celebrity entrepreneurship by launching makeup and clothing brands, the model has found a niche of her own in helping to co-create the ‘Kendall Jenner Teeth Whitening Pen’ – just one of Moon’s seven-piece, cost-efficient line set to launch at Ulta Beauty this May.
Differentiating itself from other oral hygiene companies in the market with its chic, monochromatic branding, Moon prices all its products at under $20. But don’t let that fool you; there are plenty of botanical essential oils and antioxidant ingredients adding to their appeal.
While Jenner’s involvement may seem like a random career move to many, the reality star took to Instagram to express why the product is close to her. In a video featuring her on Moon’s Instagram account, she said, “I used to not know how to smile.” We reckon the situation has changed now.