Carmen Electra launches new skincare brand
The 53-year-old model and actress - whose GoGo Skincare venture in 2020 didn't go to plan - hasn't been deterred, and she wants greater control this time round with Electra Skincare.
She told Women's Wear Daily: "I look at it like a stepping stone and a big learning process."
The 'Scary Movie' and 'Baywatch' star is teaming up with Rudy Capital's Rudy Mawer for the new brand.
Over the last year, they have been preparing for the three-product line launch, including the Nourishing Cleansing Balm and a Hydrating Face Moisurizer - both $39 - and the $69 Oxygenating Serum.
All three are also available together in a bundle for $99.
Carmen said: "It evens out your skin tone, and gives you that fresh, dewy look that we all want, whether you're wearing makeup or not.
'But I'm a glam girl. I wanted something to be able to hold makeup, and it does.'
The range itself - which was created in an Australian lab - is vegan and cruelty free.
For Carmen, it was also important to provide something to help simply people's beauty routines.
She added: "It's so I could get out the door faster."
Rudy Mawer has high hopes for the range's first year, targeting "over a million dollars" annual online revenue.
There are also plans to expand and look into the retail world in the future, while he's delighted to be pairing with Carmen.
Mawer said: "Carmen knows the value of high-performance skin care and she wanted a line that reflects her confidence and style.
'We brought that vision to life with clean, science-backed formulas that deliver real, visible result that Carmen and I are very proud of.'
Meanwhile, Carmen previously revealed how filming 'Baywatch' by the ocean taught her how vital it is to protect your skin from the damaging rays.
She told Page Six Style: 'I love the ocean! The saltwater can be very good for your skin, from exfoliating to tightening pores.
'And always applying SPF to protect my skin was an absolute must [on set].'
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