Influencer lifeaseva is launching her own beauty brand.
Courtesy of Coastal CitizenGutowski drew from her own struggles with acne and other skin issues for Coastal Citizen’s initial product lineup. Four years ago, she cut out all beauty products — skin care and makeup — that were animal-tested and contained artificial dyes and fragrances. Her skin proceeded to “heal itself,” she said.
Coastal Citizen was developed in partnership with Follow Beauty, a holding company that builds creator-led brands. Neither Follow Beauty nor Gutowski agreed to offer a sales projection, but industry sources estimate Coastal Citizen will do up to $8 million in first-year retail sales. Gutowski was intent on making Coastal Citizen sustainable where possible — a focus she brought to It’s All Wild, a clothing line she launched in 2017. It’s All Wild released a number of small-batch drops using recyclable fabrics. The last collection took two years to develop, Gutowski said, and released in 2020.
“I’m not presenting myself as a clean or sustainable beauty brand because it’s cool, I actually care,” Gutowski said. “It’s All Wild put me in a position to make Coastal Citizen the best brand possible. I can come to Coastal Citizen with a very good understanding of how the behind the scenes works so we can get things done effectively.”
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