W3ll People revitalizes brand direction via new packaging, formulas

Gisselle Gaitan
Online Editor
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W3ll People is celebrating its 13th birthday in a major way.

The Oakland, Calif.-based company, known for its dermatologist-developed and plant-powered products, is unveiling a new look, new formulations and products to celebrate the occasion.

“W3ll People has been making award-winning beauty from premium, plant-powered ingredients long before it was cool,” Shirley Pinkson, co-founder of W3ll People and head of education at e.l.f. Beauty, said. “Evolution is essential for any brand to best serve its consumers, and we’re proud to be evolving in ways that stay true to who we are. We have always approached beauty with the belief that clean beauty outperforms conventional every time.”

To kick things off, the brand’s new look will feature sleek, simple and modern packaging created with sustainability in mind, as well as updated product names and new imagery, the company said.


“W3ll People proves that it’s possible to be innovative with high performance, super clean and super natural beauty products,” Kory Marchisotto, chief marketing officer at e.l.f. Beauty, said. “With this next phase in the brand’s evolution, we’re excited to offer more of a selection and ease while maintaining our same standards of authenticity, effectiveness, inclusion and transparency.”

In addition, more than 35 of the brand’s products have been verified by the Environmental Working Group.

Currently, W3ll People offers plant-powered and cruelty-free formulas that are ethically sourced and contain such ingredients as green tea, pomegranate, mango and broccoli seed oil. The products also are free of synthetic fillers, sulfates, preservatives and fragrances, the company said.

“Every single one of our products prioritizes the well-being of your skin first,” Pinkson said. “When you wear W3ll People, you’re not only getting radiant coverage that defines and highlights your complexion, but you’re also getting active botanical formulas that hydrate, nourish and boost skin health. Be on the lookout for even more updates, add-ons and improvements in the very near future!”

W3ll People products are available online at and, as well as at Credo Beauty, The Detox Market, select Target stores and all Ulta Beauty locations.