Forma Brands, the parent company of influencer-affiliated cosmetics firm Morphe, is launching a new skin care brand called Bad Habit — and has naturally tapped YouTube megastar Emma Chamberlain to serve as creative director and global brand ambassador.
The partnership smacks of a similar deal between Morphe and Dixie and Charli D’Amelio, when it tapped the TikTok-famous sisters to serve as spokesmodels for Gen Z-centric cosmetics sub-brand Morphe 2.
WWD notes that the gig marks Chamberlain’s foray into the beauty world — though she is no stranger to partnerships with the world’s leading luxury fashion brands, including numerous content partnerships with Louis Vuitton. Chamberlain will assist in product development and the creative process at Bad Habit — which Forma says is a hybrid skin care and wellness brand targeting millennials with stressed-out skin. The line launches online at Morphe and and at physical Ulta retailers on Dec. 27 with a roster of 10 products that are all priced under $30.
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“Bad Habit is me in a skin care brand — it’s honest, unapologetic and realistic about the fact that life is far from perfect,” Chamberlain told WWD in a statement. “When I was younger and dealing with acne, I felt totally lost when it came to skin care. I couldn’t connect to any brands or products because they all were expecting perfection.”
In addition to her beauty and fashion pursuits, Chamberlain has a number of other businesses in the works, including coffee brand Chamberlain Coffee, physical planner The Ideal Planner, and the podcast Anything Goes.