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It's the latest incubator project in the fast-growing beauty category.
August 19, 2022
By: TOM BRANNA
Editor
Maesa expanded its beauty incubator program with the launch of Itk, a skincare brand backed by TikTok Stars Brooklyn and Bailey McKnight. The brand, an abbreviation of “In The Know”, debuts Monday exclusively at Walmart. The 15 Itk products include skin care and ingestibles. Priced between $6.97 and $14.97, Itk represents Walmart's latest effort to attract younger consumers. In recent months, Walmart has stocked Gen Z-friendly skin care brands Bubble and Sharon Chuter’s Uoma by Sharon C. Earlier this year, Walmart launched Next of Us, a hair care brand cocreated with P&G Beauty, and expanded into prestige beauty with a shop-in-shop partnership with Space NK. For Maesa, Itk is the latest incubation beauty project. In recent years, Maesa has backed Drew Barrymore's Flower Beauty and Kristin Ess Hair. Most recently, it introduced Andrew Fitzsimons’ eponymous hair care range, and Ashley Tisdale’s wellness brand, Being Frenshe. The McKnight twins recently earned degrees in entrepreneurship from Baylor University. But along their journey, the influencers managed to attract 7.7 million Instagram followers, nearly 7 million subscribers on YouTube and 6.4 million TikTok followers.
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