Culver City, Calif. – WWP Beauty has launched its first virtual collection, Intentional Beauty. The collection was purposefully designed and developed to help consumers navigate stress, anxiety, and a rapidly changing beauty landscape. The product packaging features motivational and positive quotes intended to uplift, while the formulations are focused on protecting and bringing balance. The collection features color, skin, body and personal care products each packed with skin-loving ingredients and benefits.

Showcased as a hero item is the Rehydrate Moisturizer in WWP Beauty’s award-winning Eco-Pac tube. The packaging was recently awarded top honors in the Sustainable Development category during the 2020 MakeUp in New York Innovation Awards. The Eco-Pac tube is made from 100% Bio-PE and features a lightweight design that utilizes up to 19% less plastic, and produces 93% fewer emissions per piece. Paired with this package is a richly hydrating moisturizer that is packed with vitamins and leaves the skin feeling soft, supple and rehydrated.

Also featured in one of WWP Beauty’s newest packaging innovations is the Glow Effect liquid highlighter. This highlighter is showcased in the Side Effect Dropper; a package designed to elevate the user experience by delivering a precise dosage of formula with the simple push of a button on the side of the cap. This dropper can be tooled in a PCR material for increased sustainability. The formula itself creates an instant illuminated, all-over glow with highly reflective pearl pigments that do not settle into fine lines. Like several other pieces in the collection, the highlighter offers the performance of a color category product, with ingredients that provide skincare benefits.

Sexual wellness and intimate care are categories that were on the rise pre-pandemic, and are currently still seeing an increase in demand. The collection’s Intimate Massage Foam is an innovative, gel-like formula that can be used for massages, intimate areas and as an all-over body moisturizer. Other products rounding out the collection include a gem-infused baked bronzer, fruity lip scrub, and hand sanitizer.

“Developing this collection was an inspiring collaboration between beautiful and impactful formulas and sustainable and innovative packaging, tied together with upscale design. Our goal was to create a collection that provides powerful and effective solutions for the future state of beauty,” said Shandon McGee, Innovation Committee Co-Chair.

Virtual WWP Beauty innovation presentations can be requested by emailing [email protected].