Hudson’s Bay Launches Its Own Private-Label Beauty Range

by Maddison Glendinning December 9, 2019

Hudson’s Bay has launched it’s very own beauty range, called Les Essentiels. The line, developed in partnership with beauty entrepreneur Brittny Robins, offers consumers a considered edit of skincare and makeup essentials – as its name would suggest – packaged in sleek white bottles with the iconic HBC stripes.

Speaking with FASHION about the line, Robins said the whole development process took eight months. “A key element in development was first making a trip to Korea to source high quality and effective ingredients and technologies,” she tells us. “Korea is a hub for skincare innovation and I’ve found that the Korean approach to development feels very forward-thinking and cutting edge. On this trip I found many of the newest launches in Korea were focused on ingredients/products that are gentle, calming and soothing for the skin so I was inspired by that.”

Her favourite items in the collection are the “maple, gold and ginseng face serum which has become my day and night staple, and the set of 30 under-eye masks infused with caffeine, hyaluronic acid and plant-based collagen,” she says. “They feel incredible and really help with the look and feel of under-eye puffiness.”

Importantly, all the products in the range are free from parabens, sulphates and phthalates, and are also cruelty-free. “Working with Hudson’s Bay, we both wanted this new line to appeal to a wide range of customers,” Robins tells us. “This inspired our direction to develop quality, essential products free from certain ingredients. I have always designed with the perspective that what we put on our skin is also what goes into our bodies.” Plus, personal circumstances added an extra special incentive for the founder of By Britt. “As I found out I was pregnant right at the beginning of this exciting collaboration, I wanted everything in the line to be healthy for me to use throughout my pregnancy and beyond.”