Target is stocking an exclusive, sustainable personal care line co-created by actress and talk-show host Jada Pinkett Smith.
Hey Humans rolled out to Target and target.com earlier this year and comprises 20 deodorant, body lotion, body wash and toothpaste SKUs. Ranging in price from $3.99 to $5.99, the line is available in scents such as "Apple Matcha" and "Banana Aloe" or toothpaste flavors such as "Wintermint Chill." The brand was co-founded by Pinkett Smith alongside beauty incubator Maesa, which has helped create brands such as TPH by Taraji and Dollar General's Believe Beauty private-label cosmetics line.
In stores, Hey Humans enjoys secondary merchandising via endcaps displays communicating the brand is only available at Target and uses 99% plastic-free packaging. Instagram updates from the brand occasionally depict Smith and her family, including husband and actor Will Smith, using the products. Twitter updates and a dedicated website (heyhumans.com) also tout the brand.
"What really inspired me was my kids, Willow and Jaden, who have educated me around the environment and the necessity to really shift habit in the way we consume," Pinkett Smith told People. "I love personal care and I'm a beauty junkie, but recently I've had a lot of anxiety around packaging, and I thought, 'What can I do in this space?' ... I really wanted to start with products that we use every day — toothpaste, deodorant, body wash — and find ways that we could have a more sustainable packaging."
Hey Humans deodorants are notably packaged in recyclable paper while bottles for the brand's body lotions and body washes and tubes for its toothpaste are made from infinitely recyclable aluminum. "I'm old school, I really am, so all of this is very new for me," Pinkett Smith told People. "I'm on a journey in regards to getting educated and just doing my part in regards to how I can be part of the sustainability movement. We're always talking about, 'Let's save the planet.' At the end of the day, it's really about how do we sustain humanity."
Target regularly teams with brands to roll out exclusive SKUs, most recently also partnering with Procter & Gamble's Gillette on a new line of sustainable shaving products.