Beekman 1802 has signed a buzzy recent ambassador.

Mrs. Potato Head will front the brand’s Potato Peel at-home resurfacing facial, which launches July 13 for $49 and pairs antioxidant-rich potato pulp with a triple-acid mix and the brand’s signature goat milk for a delicate exfoliating effect.

“The market has moved from natural to scrub to being more about safety now,” said Brad Farrell, chief marketing officer at Beekman 1802. “At-home procedures and coverings are booming, and so we desired to do a peel but additionally to make it secure enough for sensitive skin.”

Remaining true to the brand’s farm-raised roots, head of product development Ayesha Bshero turned to potato pulp, which delivers vitamins C, B6 and amino acids to the skin. From there, minting a Mrs. Potato Head collaboration quickly emerged because the logical next step.

“Considered one of the largest parts of the nostalgia trend we’re seeing for Millennials is movies. Mrs. Potato Head was certainly one of the celebs of ‘Toy Story,’ so Millennials recognize her; older people from Gen X to Boomers also can tap into that nostalgia from having her as a toy — she hit all those different demographics,” Farrell said.

Mrs. Potato Head — who turns 70 this yr — is the second high-profile spokesperson to affix the Beekman 1802 camp, following the brand’s 2021 induction of lifestyle TikToker Kat Stickler.

As a part of the collaboration, Beekman 1802 will roll out quite a lot of short-form videos on social media depicting Mrs. Potato Head within the lab helping to cook up Potato Peel. The product will launch chain-wide at Ulta Beauty, marking Beekman 1802’s entry into an extra 300-plus doors.

“We’re not the kind of brand to go the more traditional route and hire a standard spokesperson,” Farrell said. “Potatoes have spots; they will be discolored and bumpy from damage from the sun and the Earth. [Mrs. Potato Head] is essentially the most iconic figure who could bring this to life. This summer is alleged to be about Barbie but, as Hasbro and I said, we’re going to knock Barbie’s crown off and it’s gonna be all about Mrs. Potato Head this summer.”