HoliFrog Jumps Into Skin Care

Two beauty veterans are leaping into the skin-care game with the launch of a new brand called HoliFrog. Created by publicist Emily Parr and Majeed Hemmat, the founder of B Beautiful Brand Management, the line will launch in September with a range of four facial cleansers, or “washes,” as the duo calls them. Three more will launch over the course of next year, while plans call for HoliFrog to expand into new categories in 2021. Hemmat and Parr are well-versed in beauty, particularly in the clean category, and share many of the same clients, including Allies of Skin, Briogeo and RMS. The idea for HoliFrog was born after the pair realized no brand was prioritizing cleansing, despite the fact that it’s the most common of all the skin-care steps. “Cleansing is a category that no brand really dominates,” said Hemmat. “Many brands throw in a cleanser to round out the portfolio — they don’t invest in it.” “Brands don’t see it as a high-priced item,” Parr added. “We were inspired by different categories in skin care that have high levels of actives, and wanted to infuse those properties into cleansing. Our strategy is to bring the unsung hero to light.” The timing for the concept seems

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