YouTubers Brooklyn + Bailey McKnight Launch New Skincare Line Itk at Walmart

YouTubers Brooklyn + Bailey McKnight have launched a new dermatologist-tested, community-created skincare line, Itk, available exclusively at Walmart.

 

Itk has a fresh approach to treating ever-evolving skin to deliver innovative products at an attainable price point. The cruelty-free, efficacious and straightforward skin care line, inclusive of 15 SKUs for a wide range of skin types and needs, is available in 3,800 Walmart stores nationwide and online on walmart.com. Itk is co-created by Brooklyn + Bailey in partnership with Maesa, a beauty incubator that they say is work to transform the industry by growing meaningful brands globally. Itk's mission is to ensure consumers have access to knowledge so that they can understand what their skin needs and stay “in the know” about products to get them there, according to the brand.

 

“We're so excited to finally launch Itk in Walmart, a retailer that our audience knows for its convenience, quality and affordability,” said Brooklyn, who is a licensed aesthetician, offering an extra layer of personalized expertise to the line. “Together, we want to simplify skincare and help create habits for healthier skin. Life is complicated enough; skincare doesn't have to be.” 

 

Brooklyn and Bailey are best-known for their vlogs which have amassed over 1.5 billion views. Winners of People's Choice Awards, a Streamy, a Webby, and the founders of their own mascara product (which was once sold on Ulta.com and in Riley Rose), and fashion line, the sisters are uniquely dedicated to connecting with their followers, and continuously driving innovation.

 

Simplified and informed, their new skincare line, Itk, offers clean beauty that is accessible to all. The line offers a range of solutions for all skin needs, day to night, from a Clay Color-Changing Mask and Nightly Clarifying Serum to a Milk-to-Foam Cleanser and Prebiotic Gel Moisturizer. All products are vegan, dermatologist tested, jargon-free, plus free from artificial fragrances, sulfates, and parabens. 

Itk debuts as Gen Z desires and requires that brands connect with them like trusted friends. With a highly-collaborative approach, Brooklyn + Bailey have included consumers in the conversation and product development. To conceptualize, formulate and bring the brand to life, they asked their community the question, “What are you looking for in your skincare?” and reviewed nearly 1 million responses, as well as included the itk crew to give real time feedback on R & D.

 

“We hope that with Itk we can help rewrite the average skincare routine, making it accessible price wise, and conceptually; we want our audience to understand what they're applying and why,” said Bailey. “For the past two years we've relied on our audience to guide us in this journey in hopes of creating a skincare brand that is truly inclusive for all consumers. Skincare is a personal journey, and we've kept this at Itk's core since the start!”

 

Itk products retail from $6.97 – $14.97 and can be found in 3,800 Walmart stores nationally as well as online here.