YouTube megastar Liza Koshy has served as a spokesperson for clean beauty brand C’est Moi since 2019 — and now, the 24-year-old is partnering with the fledgling label on her very own makeup and skin care collection called One Of One.
One Of One is a capsule range that will exist within the larger C’est Moi brand, and sees Koshy transitioning from brand ambassador to product creator. Items — distinguished by their bright colors and multi-purpose use cases (pictured below) — range in price from $12 for a double-sided eyeliner pencil to a mix-and-match mask kit for $42.
“All of our items are Environmental Working Group verified,” Koshy, who counts 17 million subscribers and 15 million monthly views on her flagship channel, tells Allure — referring to one of many nonprofits that sets certifications for beauty products that purport to be clean and safe. “I sat at their conference table and they take themselves so seriously, and I’m so glad they do because I need someone to be serious about what’s going on my skin and in my body.”
Other items include a liquid highlighter ($12), a Shimmer Hydrafluid moisturizer ($20), Face Balm Cleansing Duo ($16), and The Give Em Lip & Cheek Tinted Balm ($14). One Of One is currently available for presale on cestmoi.com, and will officially launch on November 16.
Koshy, who recently starred in the Netflix film Work It, and who also headlines Liza On Demand for YouTube Originals, is far from the first creator to dip into the beauty business, following recent forays by Addison ‘Rae’ Easterling and Patrick Starrr. Easterling’s Item Beauty marks a collaboration with incubator Madeby Collective, while Starrr’s One/Size — a nod to his overarching message of body positivtiy — was developed at Luxury Brand Partners and is being sold exclusively at Sephora.
As our industry becomes ever more populated by experts, and in the absence of collaborative…
With the amount of attention audio content is getting lately, we might as well rebrand…
Each week, we handpick a selection of stories to give you a snapshot of trends,…
Netflix has visited the farm once again. The streamer and Spotify have together poached Jay…
The creator supergroup that revived Supermarket Sweep on YouTube is ordering up another culinary competition.…
Meta is establishing paid subscription tiers across its network of social media platforms. A trio…