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Whether it’s dewy, plumped, smoothed or toned, skincare products often proffer the prospect of physical enhancement. As soon as Pharrell Williams begins expounding on the benefits of his brand, it becomes apparent that this fledgling beauty mogul’s ambitions run deeper.
“Humanrace is about intention. It’s about bringing people together: people, not men and women, just humans,” he says.
This week, Williams and his family are in London (“It’s the first time I’ve been out of the US for Thanksgiving”) to unveil his gender-neutral skincare brand Humanrace’s first physical and wholesale manifestation in the UK. Selfridges is adding the brand to its already 300-strong offer across the 45,000-square-foot beauty department in its London flagship, as well as in its Manchester, Birmingham and digital outlets.
Williams launched Humanrace in the US two years ago in partnership with Adidas alum Rachel Muscat, following around three years of development. Along with Dr Elena Jones, a respected dermatologist who has tended to Williams’s skin for two decades, and chief creative officer Edward Robinson, Muscat and the musician turned multi-hyphenate dropped a direct-to-consumer brand whose USP is both distinct and deceptively simple.