Carmen Electra Returns to Beauty With Electra Skincare
Carmen Electra has a new skin care brand, out now.
The actress and model, 53, previously introduced GoGo Skincare in 2020. The venture ultimately wasn't a success, in part because Electra had limited control over the brand, she said.
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'I look at it like a stepping stone and a big learning process,' she said.
Electra — born Tara Leigh Patrick — started out in the music industry as Prince's protégée, before becoming known in television and film for her work in 'Baywatch' and 'Scary Movie.' Throughout the years, beauty remained a consistent passion and creating a brand had long been a dream of hers, so she's giving it another try.
Electra is returning to the beauty space in collaboration with Rudy Mawer of Mawer Capital, who initiated the endeavor by reaching out to her team.
A year in the making, Electra Skincare launches with a three-product line on ElectraSkincare.com: the $39 Nourishing Cleansing Balm, $39 Hydrating Face Moisturizer and $69 Oxygenating Serum. There's a bundle of all three available for $99.
'It evens out your skin tone, and gives you that fresh, dewy look that we all want, whether you're wearing makeup or not,' Electra said of the products.
'But I'm a glam girl,' she added. 'I wanted something to be able to hold makeup, and it does.'
The line is vegan and cruelty-free, and formulated in an Australian lab. The balm features murumuru butter, jojoba oil and castor oil for deep hydration, while the moisturizer blends hyaluronic acid, ligustrum lucidum seed extract, and hibiscus extract to nourish and firm the skin, and the serum combines gourd extract, hyaluronic acid and hibiscus extract to boost radiance and hydration.
The collection is made to simplify beauty routines. 'It's so I could get out the door faster,' said Electra.
Mawer expects Electra Skincare to generate 'over a million dollars' in annual online revenue in its first year, he told WWD, and has plans to expand to retail.
'Carmen knows the value of high-performance skin care and she wanted a line that reflects her confidence and style,' he said. 'We brought that vision to life with clean, science-backed formulas that deliver real, visible result that Carmen and I are very proud of.'
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