Dubbed “Self-Care,” the Genderless Line Comprises Daily Essentials for Bodily Wellbeing
A.P.C. has moved into the beauty space with the launch of a line of beauty products. The concise lineup is focused on self-care, rather than makeup.
Priced from $20 and $85, the range includes shower gel, body lotion, hand cream, hand soap, lip balm, and cologne. Each of the products features a newly developed orange blossom scent – a fragrance that’s particularly meaningful for the brand’s founder and creative director Jean Touitou, as the flower flourishes in his home country of Tunisia. The products are made in France with ingredients of at least 98 percent natural origin.
“In fashion as in the cosmetics industry, the balance between too much and not enough is difficult to find. It’s a real job. These six products are the best possible. They are designed to make you feel good and comfortable and help you to have a good day.”
– Jean Touitou, A.P.C. Founder and Creative Director
Best known for well-made staples and raw denim, A.P.C. has actually made a previous but brief foray into the wide world of beauty with the limited-edition release of a fragrance in 2009, which was re-released in even more limited quantities in 2014.
The beauty line’s packaging extends the brand’s penchant for refreshingly direct, no-nonsense imaging. Nonetheless, it does still reflect Touitou’s bent towards the philosophical: each product is printed with a line from Nietzsche’s Thus Spoke Zarathustra: “I am a body through and through, nothing more: and the soul is just a word for something in the body.”
