If it’s news to you that Vanessa Hudgens and Madison Beer are even friends, we’ve got another piece of news: They’re also business partners and beauty entrepreneurs. Today, the two are launching Know Beauty, a skincare line rooted in DNA personalisation.
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“We both have had such a long skincare journey. We were like, ‘There should be an easier way to approach skincare, something that allows you to know what is right for your personal skin, because it’s different for everyone,'” Hudgens tells BAZAAR.com. Beer and Hudgens first met seven or eight years ago through Hudgens’s little sister and have bonded over skincare in recent years.
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The duo brought in dermatologist Karen Kagha to be the brand’s chief medical officer, a role that is particularly important given that the first step to the Know Beauty routine isn’t a cleanser but a cheek swab.
“Every day, I am seeing people coming in wanting to know about what they can do for their skin today and for their skin in the future, and that’s where the DNA comes in,” Kagha says. “We’re looking at 46 chromosomes and specifically analysing seven skin categories. Their results give them information on what their skin is more prone to develop and areas they need to be focusing on in the future.”
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After sending back your cheek swab DNA kit (US $95), you can complete a one-minute skin diagnostic quiz that takes into account lifestyle and other factors that can impact skin’s health. “Our goal is to pair those two tools to really educate people on their skincare journey,” the dermatologist says.
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The curated routine of Know products includes cleansers, moisturisers, serums, eye creams, masks, and other treatments that all cost between US $20 and US $30. The products are Leaping Bunny certified and cruelty free, and contain proven skincare powerhouses like retinoids, AHAs, BHAs, peptides, and more. Housed in simple, no-nonsense packaging, these are serious products for people overwhelmed by the current state of skincare mania.
For Beer and Hudgens, the opportunity to create their own line came after years of (very public) skincare struggles. “Growing up, I never really had a ton of acne. I kind of got by with a face wipe and everything was fine until I hit 21,” Hudgens confesses. “All I wanted to do was drink wine and eat cheese. So naturally, my skin freaked out.” Hudgens admits to spending a ton of money trying to find a routine that would calm her skin—and even dealt with some scarring along the way. “My main things now, because I’m not in my 20s anymore, is perseverance of the skin—skin elasticity, collagen reproduction, and fine lines. Just kind of taking care of the skin that I have, because it’s the only skin that I got,” she says.
Beer, who is only 22, has had to navigate the minefield of skin confidence on social media since she first burst onto the scene eight years ago (her Instagram follower count currently stands at 25.2 million). She openly shares her journey with cystic acne and tries to pull back the curtain on the artifice of Instagram. “There are times where I look at my Instagram and I’m like, “Oh, you seem like such a happy, like, glowing person,” but then I’m in bed crying myself to sleep. And it’s hard, because I try to be really transparent with my fans and people who follow me as much as I can.” The singer is in a better place with her skin now and hopes to help others dealing with cystic acne. “You’ve got to be your own best friend, and really hold your own hand through the process, and just be patient with it. Love yourself, regardless of if you are breaking out or if you’re not. Your skin does not define you in any way,” she says.
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You don’t have to take the DNA test or the diagnostic quiz to try Know Beauty’s products—but then again, it’s that tailored information that sets this skincare brand apart from the rest. “Because having that knowledge is just like having a weight lifted off of your back, to know that what you’re using is actually going to work for you,” Hudgens says.
Know Beauty is available now only online at knowbeauty.com.
This article originally appeared on Harper’s BAZAAR US.