W3LL People, a 'clean' beauty pioneer, has a new look, new formulas, and new products.

The brand celebrated 13 years on June 28, and is known for its dermatologist-developed, plant-powered, high- performance products.

“Evolution is essential for any brand to best serve its consumers, and we’re proud to be evolving in ways that stay true to who we are. We have always approached beauty with the belief that clean beauty outperforms conventional every time,” says Shirley Pinkson, co-founder, W3LL People and Head of Education, e.l.f. Beauty.

From Gray to White

The brand's new look is sleek, simple and modern, with sustainable packaging. 

Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, says, “With this next phase in the brand’s evolution, we’re excited to offer more of a selection and ease while maintaining our same standards of authenticity, effectiveness, inclusion and transparency.”

The new packaging is designed with imagery that makes each product easy to navigate. The names of the products have been updated so that the performance and benefits are instantly recognizable.

Shown above is the new Expressionist Pro Mascara, and Bio Stick Foundation, formerly Narcissist Foundation Stick.

New Clean Formulas

Plant-powered, cruelty-free formulations are ethically sourced, with botanical ingredients such as green tea, pomegranate, mango, and broccoli seed oil.

The brand was always formulated without synthetic fillers, sulfates, preservatives, and fragrances.

More than 35 W3LL People products have been verified by the Environmental Working Group, the gold standard for personal care and beauty products.

“Every single one of our products prioritizes the wellbeing of your skin first,” adds Pinkson. “When you wear W3LL People, you’re not only getting radiant coverage that defines and highlights your complexion, but you’re also getting active botanical formulas that hydrate, nourish, and boost skin health."

W3LL People is sold on its website, and at Credo Beauty, The Detox Market, Target.com, and select Target stores. It’s also in all Ulta Beauty stores as part of Ulta’s Conscious Beauty program.