Kristin Cavallari is an expert at reinventing herself.
The multihyphenate has turned her celebrity into a variety of companies, ranging from shoes to jewelry to, most recently, beauty. She rose to stardom on reality TV with shows like “Laguna Beach” and “The Hills” in the middle of the 2000s and her own show the following decade.
Uncommon Beauty, her recently redesigned skincare line, is focused on beauty, but that wasn’t always her first priority.
“It wasn’t on my radar, and my marketing guy brought beauty to my attention two years ago — he noticed that the number one question people would ask me about was my skincare routine,” she remarked. I was certain that there was something there.
This third-party validation was also the driving force behind the reformulations. The assortment also complies with merchants’ requirements for them to be marketed as “clean”. I found the ‘clean’ world to be alarming. My main point is that you can claim to use clean skincare or makeup while actually not doing so. In that world, you can get away with a lot,” Cavallari stated. The refreshed portfolio complies with Sephora and Credo Beauty’s standards to support the assertion.
Although she satisfies the requirements of an outside retailer, she is not currently scheduled for wholesale distribution. In the epidemic, Uncommon James ceased its third-party retail agreements. She later took the necklace to an Anthropologie store. We’re there, and we’re open to more; the appropriate partner simply needs to come along, she said. When it comes to beauty, “a Sephora or a Credo would be incredible, but d-to-c is the most important channel to me as a business owner.”
Uncommon With plans for more, James currently operates four standalone locations in Chicago, Dallas, and Nashville, Tennessee, where Cavallari resides. “We plan to open in Charleston, South Carolina, hopefully, this summer. Scottsdale, Arizona, and Austin, Texas are all possible locations. We are keeping an eye on a long list of cities, she said.
She hasn’t noticed the greatest resonance in the metropolitan hotspots. It’s all about these resort cities for girl’s trips, bachelorette parties, and other events. Cities that are developing as well as some that are well-established do really well for us. Dallas is a significant market for us, but when it comes to stores, that’s where we fall short,” she added. “We’ve ruled out being in our top markets, we want to drive these emotional buys—you want to go to Uncommon James and pick up these fun things because it’s part of your experience that weekend.”
Currently, each store has designated space for beauty, and Cavallari has high hopes for it. According to her, beauty “has the legs to beat the jewelry one day, so it could be our number-one business in five years.” “At one point, I declared that I would open three or four stores before calling it quits, but now I have plans to create many more. Uncommon Beauty might open standalone stores in the future. I’d love to have 20 stores under my belt in five years, potentially launch a beauty line, and keep growing.
Cavallari is actively involved in the company. For instance, she thoroughly researched the components used in the reformulation process. To start investigating things and learning what was in the goods Cavallari was using at the time, she submitted them all to a lab. She said, “I discovered that the expensive, comparatively clean products were packed with chemicals and other things that perform the exact opposite of what I intended them to be doing. I became aware of the demand for an effective, yet clean skin care product.
She also made a conscious decision to start off with a simple routine. Whether it’s a skincare routine or making dinner, “the modern woman just wants quick and easy,” she claimed. “I wanted to strip everything down, so we started with five core products,” he said. Whether it’s candles, jewelry, or skincare, I utilize every single thing I’ve produced. I’m making what I want out of selfishness.
The response has been positive; “we’ve gotten amazing testimonies, and individuals will also email me before-and-after pictures. I receive a lot of direct messages (DMs) from people claiming that the skin care has improved their skin, and that indicates I’ve done my job, “Cavallari said, adding that since she sold out of the brand’s initial stock, she has noticed a clamor from her customers for more.
It’s been received well, which is amazing. I’ve also seen that with us, we’ve been sold out for a few weeks, and people keep requesting that we get more inventory. People claim to be attempting to conserve every last drop, she claimed.
Additionally, Cavallari is pursuing an equally well-planned innovation pipeline outside of the traditional realm of beauty. A bakuchiol-based natural retinol substitute that also goes on sale today contains niacinamide, tocopherol, argan oil, bisabolol, and a combination of ginger extract.
She will launch bronzing drops the following month, putting the brand’s toes into the world of color while also including glycerin and apple extract. For a lovely tinted glow, you can mix them in with your moisturizer, according to Cavallari. Or I’ll just use that as the base for my face when I’m on vacation. I’m not even wearing makeup on my face.
Her timing is perfect as consumers trade down on skincare and up on makeup. Prestige beauty sales reached $6.6 billion in the first quarter, up 16 percent, according to sales statistics from Circana, with around a third of that total coming from cosmetics alone.
She anticipates that the brand’s assortment would include about 20 products. It will be a surge of new products over the following year, she predicted, and after that, she’ll keep expanding and scaling the company.
Cavallari noted that the skin care industry is competitive. Celebrities have recently promoted beauty businesses, including Hailey Bieber, Alicia Keys, Rihanna, and Jennifer Lopez.
I try not to focus too much on how saturated it is, she remarked. “I try to just be me and do what I’m good at, but that’s not to say that I don’t pay attention to the competitors. People have noticed that I have always remained true to who I am over the years. I am the sole owner of Uncommon James and have never received outside funding, in contrast to most celebrity brands who work with major corporations and contribute funds that are not their own. People can tell that I am fully committed to the Uncommon James brand because it is what I am most proud of professionally.
Due to Cavallari’s continued success in the media, the company’s primary clientele, who range in age from 25 to 40, have a particular brand affinity. Many of them have grown up with me, she remarked. “I already have a strong following. As we become older, life begins to make sense and we realize that everything is a step toward our goals. People feel like they know me and trust me when it comes to selling items because of my time on reality TV.
She doesn’t hesitate to invoke nostalgia for the mid-2000s as a result. Last month, she debuted a Back to Laguna campaign for Uncommon James, which was shot at Pacific Palisades High School with Laguna Beach co-star Stephen Colletti, Talan Torriero, Jason Wahler, Alex Murrel, Jessica Smith, and Alex Hooser. The campaign revived era-specific fashion staples like platform sandals and a black choker necklace.
The title of the collection is a reference to Colletti and her podcast, “Back to the Beach,” which they co-host while rewatching previous seasons of “Laguna Beach.”
Cavallari acknowledged the campaign and added, “I have a whole team just for planning our big campaign shoots, but I’ve had some good ideas that have generated a lot of press for the brand.” It’s supposed to be the final day of classes before summer vacation, and the collection has a strong early 2000s vibe. That collection was actually inspired by the podcast.
The podcast is still only a small portion of her business. Following Cavallari’s shoe collection with Chinese Laundry, the jewelry line was launched. Jewelry, according to her, “was the next logical step because accessories can make or break your outfit.” “I chose to pursue jewelry because I had already done shoes. From there, we began selling candles, kitchen, and bar accessories, and after that, skin care.
But skincare wasn’t always an option. “There’s beauty in the fact that I haven’t put a lot of thought into anything I’ve done. I make decisions based on my gut feelings,” she remarked. “I have an idea, so let’s get to work. I develop a strategy backward, then I hire competent personnel.
Despite the fact that her product line is diverse, Cavallari believes she will first concentrate on developing each of her current businesses. “I don’t want to take on any more tasks. I don’t have any intentions to make purses, clothing, or other accessories. To the best of my ability, I want to execute what we’re doing, she declared.
Everything leads to Cavallari’s overarching goal. “Everyone’s definition of beauty is different, but for me, beauty is inner peace and confidence, and to have those, many external factors come into play,” she remarked. “I always had zits, and if you’re prone to breakouts, it can ruin your day. I want to help others feel the best they can feel, so having good skin is crucial to me. Jewelry, skincare, and makeup all complement one another. That is what it is all about if we can be the finishing touches that give someone an extra spring in their step.
“I’ve had folks approach me and tell me that my skincare has impacted their lives in ways I never expected. I never in a million years imagined that they would know who I am, Cavallari said. That’s another reason I didn’t use my name for Uncommon James; I wanted the company to stand on its own.
