Hey Humans: Jada Pinkett Smith Unveils Vegan Personal Care Line At Target Stores Across U.S.

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Actress, activist, and entrepreneur Jada Pinkett Smith recently launched Hey Humans, a vegan, gender-neutral, and 99% plastic-free beauty care line.

Hey Humans, a new personal care range developed by Jada Pinkett Smith and co-founded with beauty incubator Maesa launched at Target stores across the U.S. and available for under US$6 per item, the brand aims to provide affordable and sustainable care products to all.

The U.S.-only 18 product line consists of a body wash, a body lotion, deodorant, and toothpaste and apart from gender-neutral scents, each product in the line uses naturally derived and upcycled ingredients that the brand claims are ‘high-performance’ and ‘effective’ components.

The products are 99% plastic-free and instead use recyclable aluminum and paper in the packaging (apart from the toothpaste cap which is made from plastic waste and tube thread). The line is also cruelty-free with the products tested only on humans.

In an interview with People, Pinkett Smith said that she really wanted to start with products that people use every day. “What really inspired me was my kids, Willow and Jaden, who have educated me around the environment and the necessity to really shift habit in the way we consume. I love personal care and I’m a beauty junkie, but recently I’ve had a lot of anxiety around packaging, and I thought, ‘What can I do in this space?’”

I’m old school, I really am, so all of this is very new for me. I’m on a journey in regards to getting educated and just doing my part in regards to how I can be part of the sustainability movement. We’re always talking about, ‘Let’s save the planet.’ At the end of the day, it’s really about how do we sustain humanity

Jada Pinkett Smith, Co-founder and Creative Director of Hey Humans

Pinkett Smith’s personal favorite is the natural deodorant that is available in six scents including Banana Aloe, Rosewater Ginger, Coconut Mint, Cedarwood Sage, Apple Matcha and Lavender Vanilla.

Pinkett Smith added that each one of us needs to do our bit towards the plant. “I’m old school, I really am, so all of this is very new for me. I’m on a journey in regards to getting educated and just doing my part in regards to how I can be part of the sustainability movement. We’re always talking about, ‘Let’s save the planet.’ At the end of the day, it’s really about how do we sustain humanity.”

Will Smith’s personal favourite product from the range is the Naturally Derived Toothpaste that is available in Clean Mint Rush and has no artificial sweeteners, paragons, or sulfates. 

Pinkett Smith’s son, Jaden Smith is also quite passionate about the planet and through his “I Love You” food truck, offers sustainable plant-based meals to homeless encampments in Los Angeles and New York City thus advocating for vegan food.

Other celebrities that have launched vegan product lines in the market include Bollywood & Hollywood superstar Priyanka Chopra Jonas’s vegan haircare line, Anomaly that is not only free of parabens and sulfates but also comes in 100% recyclable packaging, and singer-songwriter and actress Selena Gomez’s vegan makeup brand Rare Beauty that launched last September.

Last year, Catherine Zeta-Jones recently unveiled a collection of limited-edition vegan shoes, and Grammy award-winning singer-songwriter Alicia Keys has collaborated with e.l.f. Cosmetics to launch her vegan beauty line.


Lead image courtesy of Hey Humans.


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