Charlotte Knight's I Am Proud expands into bodycare

British beauty company I Am Proud has entered the bodycare category with the launch of its new line, Body Proud. 

Founded by Charlotte Knight, who also owns Ciate London and Lottie London, Body Proud marks the third beauty line for I Am Proud, which launched with Skin Proud in 2020 and Hair Proud in February 2023.

The new range features four categories: Brighten, Hydrate, Recharge and Proud to Care. These include cleansers, moisturisers, oils, an exfoliating serum, overnight mask and duck-shaped body brush.

All are formulated using the "most potent and best performing ingredients" traditionally found in skincare, including retinol, niacinamide and vitamin C, as well as naturally-derived ingredients like sweet almond oil, magnolia extract and grapeseed oil.

Body Proud has chosen TikTok Shop to first launch in the UK, hoping to provide a "quicker and easier" shopping experience for the Gen Z community. As part of this, the platform will also offer consumers access to exclusive sneak peaks and discounts.

@iamproud its time to feel....chilled, confident, invigorates, energised or even empowered ✨👀🌈 have you guessed what's coming? #iamproud #somethingiscoming ♬ original sound - Skin Proud

Nora Zukauskaite, Global Marketing Director at Body Proud, said: “TikTok is one of the fastest evolving platforms with a community of engaged creators and consumers.

"Partnering with TikTok Shop gives us the platform to bring the new range exclusively to the Gen Z loved platform to continue to build our community, increase brand awareness and create a space for engaging content."

Following its launch on TikTok, Body Proud will be available at I Am Proud from 24 April 2023.

Listen to TheIndustry.beauty's podcast with I Am Proud's Founder, Charlotte Knight.