Emma Chamberlain Named Global Ambassador For New ‘Bad Habit’ Skin Care Brand

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.

“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.