The brand: Zoella Beauty
The backstory: Zoe Sugg, the U.K.-based beauty vlogger known as Zoella with more than 10 million YouTube subscribers and two novels under her belt, wanted to create a line of bath and body products to help her fans find their “happy place.” Sugg has been outspoken about her own struggles with anxiety and designed this fresh, fruity and floral-scented line to treat skin while relieving stress.
The key features: With adorable, retro-inspired packaging and cutesy product names like Fizz Bar and Creamy Madly Deeply, Zoella brings a sense of fun and whimsy to bath-time pampering. When her first collection launched in the U.K., it reportedly sold out on the first day.
Who it’s for: The busy millennial looking to add a dose of cuteness to her self-care regimen.
The launch date: Zoella Beauty products, $10–$21 each, will be available July at select Lawtons Drugs, London Drugs and Pharmasave stores across Canada.