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How Clean Makeup Line W3LL PEOPLE Is Expanding as It Nears 10th Anniversary

3 min read

Clean makeup line W3LL PEOPLE is a mainstay in the nontoxic beauty world. Not only is it an OG line that offers safer options with high performance, but it’s also available in Target stores across the country. And, it’s as affordable as it is accessible. As the brand nears its 10th anniversary, it’s taking that accessibility to a new level with a recent decrease in prices across the board, and a new minority investment from growth equity investor NextWorld Evergreen.

The investment marks another shift in the green beauty industry. Brands with mass-market appeal and safer ingredients are finally getting the attention and support they deserve. And while some acquisitions aren’t without their controversy, when a nontoxic brand can use its newfound funding to expand its product offerings without compromising on ingredients, we think it’s a win for the entire industry.

W3LL PEOPLE Founders (L to R): Elite makeup artist and former NARS Corporate Leader Shirley Pinkson; tree hugging entrepreneur James Walker; cosmetic dermatologist Reneé Snyder, M.D.
W3LL PEOPLE Founders (L to R): Elite makeup artist and former NARS Corporate Leader Shirley Pinkson; tree hugging entrepreneur James Walker; cosmetic dermatologist Reneé Snyder, M.D.

And that’s just what W3LL PEOPLE intends to do. With its new investment, the brand founders plan on continuing to expand into new product categories, grow their retail partnerships and broaden their marketing reach, says WP President and Co-Founder James Walker. “In our search for a strong financial partner to support and propel W3LL PEOPLE’s burgeoning growth, it was clear from day one that NextWorld was an idyllic choice. Their impressive financial resources, commitment to wellness and extensive experience in the beauty industry all but secure W3LL PEOPLE’s continued future success.”

That future success rides partially on growth into new categories. WP recently launched its first skincare product, a multi-tasking active botanical serum called the Bio Booster Skin Serum. The Nudist Multi-Tasking Powder Duo also hit shelves recently, and is the first in a pressed/baked collection that will include a pressed foundation, highlighting powder and bronzer, and eyeshadow palette to be released later this year. Lipsticks are on the brand’s 2018 docket as well.

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But the WP expansion doesn’t stop with products: It reaches into more Target stores as well, with the line being available in more than 700 stores nationwide by July 2018 (WP is currently stocked in more than 200 stores). Included with its availability increases, WP recently lowered its prices by up to 30 percent across the entire line. This intentional price positioning makes WP, and clean beauty in general, attainable for a much wider audience than many of the clean makeup products on the market.

W3LL PEOPLE’s accessibility makes it an ideal partner for the labeling certification EWG VERIFIED, of which WP was a founding member. The program helps make it as easy as possible for consumers to know that their products are safe and adhere to the strictest health and transparency standards. Seeing the EWG VERIFIED™ helps eliminate the need to be able to decipher a product’s ingredient list (though we still advocate for staying informed on which ingredients to avoid and what does and doesn’t work for you), further increasing accessibility of nontoxic brands.

WP’s innovation and incredible growth over its 10-year tenure helped it stand out when its team went looking for investment. Says Frederic Benque of NextWorld, “At NextWorld, we’re looking to fund the future of better-for-you and better-for-the world brands. W3LL PEOPLE is a brand that makes high-performance clean beauty accessible, and their mission of sustainability is something we’re excited to support. W3LL PEOPLE shook up the clean beauty world with their disruptive business strategies and award-winning cosmetics beginning with the Expressionist Mascara, and they continue to innovate with products that blend artistry, performance and multi-tasking benefits with intentional price positioning that’s attainable for a much wider audience than many of the clean makeup products on the market.”

Get more insider industry news (like how True Botanicals landed Olivia Wilde as its spokesperson or why Piperwai deo turned down their Shark Tank deal) by following our beauty coverage. 

About The Author

Nicolle Mackinnon

Stemming from her personal journey to treat her celiac disease and Hashimoto's thyroiditis, Nicolle serves as a writer and editor for several leading publications helping women understand how important, stylish and fun it is to commit to clean beauty. By way of her contributions to No More Dirty Looks, Thoughtfully Magazine and numerous beauty brands' blogs, websites and social media, Nicolle has become a trusted voice on the correlation between health and beauty. Follow her journey on Instagram and connect with her via nicollemackinnon.com.