Brooklyn and Bailey’s new brand will keep fans “in the know” about proper skincare

Brooklyn and Bailey McKnight‘s fans are now in the know about the duo’s new product line. The sisters have unveiled ITK, a skincare brand available at Walmart.

As its name implies, one of ITK’s central tenets is to keep buyers informed about their skincare needs. A press release states that the brand’s products are “jargon-free” in addition to being vegan and dermatologist-tested.

“We hope that with itk we can help rewrite the average skincare routine, making it accessible price-wise, and conceptually – we want our audience to understand what they’re applying and why,” Bailey McKnight said in the release. “For the past two years we’ve relied on our audience to guide us in this journey in hopes of creating a skincare brand that is truly inclusive for all consumers.”

Presumably, a lot of that educational outreach will be done through social media. The twins have collected nearly 1.5 billion views on their shared YouTube hub, and they posted numerous videos to tease the launch of ITK. Meanwhile, the brand’s own Instagram is fashioned as a digital catalog, filled with thorough posts about ITK’s products and ingredients.

A lot has changed for Brooklyn and Bailey since they spun themselves off of their mother’s ‘Cute Girls Hairstyles’ channel in 2016. They’ve launched numerous cosmetic products, including a mascara line called The Lash Next Door, and they’ve served as brand ambassadors for brands like J.C. Penney. The 22-year-old sisters are now finding new ways to extend their business. Brooklyn even went back to school to become a licensed aesthetician.

To launch ITK, the sisters teamed up with Maesa. The beauty incubator has worked alongside several creators in the past, including the Colombian beauty star Paula Galindo. Another one of its partners is Mindy McKnight, Brooklyn and Bailey’s mother, who teamed with the firm to roll out a line of haircare products.

If you’d like to check out Brooklyn and Bailey’s take on skincare, their products should be easy to find. They are available in 38,000 Walmart stores.