While many of her contemporaries are launching beauty lines, Kendall Jenner is entering into an under-tapped market: upscale oral care. According to WWD the model has equity in Moon, a line of products like toothpaste and floss. “It was really cool be part of the building process,” she said on Instagram. “It is really based on oral beauty, and it goes back to even the aesthetic thing, and how it looks really nice on your counter… I think the whole idea is really chic.”
View this post on Instagram
The brand was founded by Shaun Neff, with Jenner specifically collaborating on a teeth whitening pen, her “signature product.” In addition to being sleek and cool, the line is also trying to do well. All of the products are vegan, and the company has partnered with Operation Smile, a non-profit providing free dental surgeries to children and young adults in developing countries. Though Moon does not detail exactly how much money goes towards the charity, it says it donates the “equivalent of more than 200” surgeries.
Moon officially launches tomorrow with products available through its website. It will also be rolling out via other retailers over the next few months.