Willlow and Jaden Smith Have Teamed up With Their Parents on a Personal Care Brand

Photography by Getty Images

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 to a healthy lifestyle from the comfort of our homes.”

Hey Humans is launching with four products: a foaming body wash enriched with moisturizing jojoba seed oil; a lightweight body lotion formulated with soothing aloe leaf juice and Vitamin E; a natural deodorant that contains sweat-absorbing arrowroot powder; and a minty fluoride toothpaste. Each of the body products also come in multiple, gender-neutral scents, like calming lavender vanilla, and use upcycled fragrance ingredients.

The Smiths are no strangers to working together. In 2015, Will and Jada helped Jaden launch Just Water, a sustainably sourced spring water brand housed in plant-derived cartons.

The brand is now available exclusively at Target, and nothing costs more than $6 (USD). There’s no word yet on when Hey Humans will be available in Canada, but we’ll update this post with the latest info.

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