Forget Denim. A.P.C. Just Unveiled Its First Skincare Line.
A popular French fashion label is back in the beauty game.
A.P.C, known for its high-end denim and menswear essentials, has launched a new skincare line dubbed Self-Care. Its six-piece debut offers organic lip balm, hand soap and lotion, body soap and lotion, as well as an eau de cologne—all made in France. Each product features an orange blossom scent, and at least 98 percent of the ingredients used for the line are of natural origin, according to the brand’s website.
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The line comes in simple green, white, and black packaging—as you would expect from the famously minimalist brand—which is made from recycled materials. At least 40 percent of the ingredients used for all the collection—from sunflower seed oil to shea butter—were sourced through organic farming. In addition, each of the products has a 100/100 Yuka rating, which means it has been meticulously examined and show no signs of high-risk ingredients such as parabens.
While the line aims to reach the higher end of the market, you might not know it from the prices. The lip balm and hand lotion will run you $20 and $30, respectively. The 3.4 fl. oz. eau de cologne, meanwhile, is the line’s highest-priced product at $85.
This isn’t A.P.C.’s first foray into the beauty market. Back in 2009, the brand released the limited-edition “Sustain” perfume. Its bottle was carved from a block of wood to approximate a three-dimensional rendering of a sound wave. The fragrance’s name, according to Interview Magazine, referenced the electric guitar pedal that holds a note before fading out.
The ethos behind A.P.C. Self-Care is decidedly less rock ‘n’ roll. “In fashion as in the cosmetics industry, the balance between too much and not enough is difficult to find. It’s a real job,” Jean Touitou, founder of A.P.C., said in a statement. “These six products are the best possible. They are designed to make you feel good and comfortable and help you to have a good day.”
The Self-Care collection is now available for order on the A.P.C. website.
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