Humanrace, the product company cofounded by Pharrell Williams, goes larger on body care.

The brand will introduce the Humidifying Body Cream on its website on Thursday. It’s priced at $54 for the total product, and $50 for refills. It’s an extension of the brand’s Humidifying Face Cream, one in all its first stock keeping units.

“The Humidifying Face Cream has been a real winner for us,” said Rachel Muscat, Humanrace’s cofounder and president. “We’ve won awards for it and it continues to be one where we have now each female and male consumers coming to us.”

The brand includes snow mushroom extract, which Muscat said works in a different way depending on users’ skin types. The body cream, nevertheless, also includes bakuchiol, a natural alternative to retinol.

Humanrace’s proposition is, by design, broad. It considers itself a “product company” versus a beauty brand, and it’s that sort of far-reaching flexibility that permits category expansions. Up to now, its retail partners include Goop, Dover Street Parfums Market and Ssense, and past collaborators range from Japanese ceramicists to Adidas. In beauty, though, going further into body was a natural next step.

“We began off with face, and knew we couldn’t just ignore the remainder of the body,” Muscat said. Last 12 months, the brand introduced body bars, which she said sold out in 24 hours. “It gave us a lot confidence that the buyer wanted to start out with the face and go right all the way down to the toes,” she continued.

Body care picked up speed throughout the coronavirus pandemic, and interest within the category has remained high. Last 12 months, body and hair care brand Sol de Janeiro was acquired by L’Occitane, and types like Keys Soulcare and Summer Fridays also expanded into the category.

“It is a big launch for us, and skin and body are going to be a vital a part of our journey,” Muscat said.

Added Williams via email, “It’s all in regards to the whole self; taking good care of your body is as essential as taking good care of your face. I like our Humidifying Body Cream in its power to make your skin feel smooth and hydrated.”

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