Hey Humans Brand: Will, Jada, Jaden and Willow Launch Beauty Brand

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Will, Jada, Jaden and Willow are launching the gender-neutral brand Hey Humans this month.

The Smith family is making their way to the beauty aisle. Power couple Will and Jada have teamed up with their kids, Jaden and Willow, to launch an eco-friendly personal care brand called Hey Humans, WWD reported today.

The Smiths have collaborated with beauty-brand incubator Maesa (which has also partnered with celebs like Taraji P. Henson and Priyanka Chopra Jonas for their own lines) for the project. According to Maesa, Hey Humans is 99 percent plastic-free, packaging their vegan formulas in aluminum and paper containers. The name speaks to the family’s overall mission, a call-to-action to treat both our bodies and planet well.

“For me, personal care is a practice that represents self-love,” Pinkett Smith, who is also the brand’s creative director, told WWD. “COVID-19 has made us all, myself included, pause and think about our daily routine, the values we live by and the ingredients in the products we use. From self-care rituals to natural, nuanced beauty, we’re all seeking ways to enhance our lives and incorporate a more holistic approach

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