Created in collaboration with LVMH, STELLA launches soon with a tightly curated line-up: a cleanser, a serum, and a cream – a minimal range that puts the likes of the Kardashian’s very expensive, time-consuming nine-step skincare routine to shame. (“I want less, and I want it to work,” she told WWD.)
McCartney spent three years formulating the range, which she was adamant needed to be, “vegan, cruelty-free, essential, effective, in harmony with the skin and, of course, with nature,” she said. She ended up ruling out more than 2,000 ingredients to fulfil this brief, landing on a range that is made with at least 99% natural-origin ingredients, the last 1% reserved for preservatives to keep the products stable.
The line is also genuinely sustainable. The designer, a long-time proponent of green fashion, raises the bar for brands in the eco-friendly beauty space. All products arrive in recyclable pouches, made of wood waste, that fit into recycled glass bottles and jars (pumps are made of recycled plastic). What’s more, orders are literally shipped – not flown – around the world, thereby reducing the brand’s carbon footprint.
McCartney has partnered with third-party consultant group Quantis to evaluate the sustainability and sourcing of every included ingredient before implementing them, and donating a full percent of sales to the NGO Wetlands International. “The truth is that everything we create has an impact, the choice we have is how much,” McCartney says. “It’s our responsibility to minimise this as much as possible and, as an industry, to be honest and transparent about it.”
The complete STELLA collection will be available on stellamccartneybeauty.com.