Cover Media Drafts

Jada Pinkett Smith launches sustainable personal care brand

Nba Awards 2017 In New York
Jada Pinkett Smith

Jada Pinkett Smith wants to help save the planet with her new sustainable personal care brand Hey Humans.

The actress is the creative director and co-founder of the 99 per cent plastic-free range, and was inspired to create her own products after being at home during the Covid-19 pandemic with her husband Will Smith and their children son Jaden, 22, and daughter Willow, 20.

“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. 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?'” Jada told People.

The first Hey Humans naturally derived products to be launched, which are all available for under $6 (£4), are a body wash, body lotion, natural deodorant and toothpaste, and the packaging is made from recyclable materials including aluminium and paper.

“I’m old school, I really am, so all of this is very new for me. 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. At the end of the day, it’s really about how do we sustain humanity,” the Girls Trip star explained.

The natural deodorant comes in six scents; Banana Aloe, Rosewater Ginger, Coconut Mint, Cedarwood Sage, Apple Matcha and Lavender Vanilla, and Jada said she personally tested each of the products to see just how effective they were.

“I had such a hard time finding natural deodorant. My kids were like, ‘Use lemon under your arm,’ I’m like, ‘That’s not enough odour protection’. So, that is one of my favourite products with Hey Humans, I just love the deodorant so much. I’m like, ‘Finally,'” she laughed.

– Cover Media