Despite 2020 being the year that it was, Emma Chamberlain has thrived. From gracing the covers of Cosmopolitan and Allure, to Chamberlain Coffee taking out Creator Product of the Year at the Streamy Awards (and being consistently sold out), the darling of YouTube has been killing it…and it seems she’s not done.
Today, the creator and entrepreneur announced a new title to add to her list of accolades: Creative Director.
The announcement post reads, “[you] know I’m all obsessed w skincare [I spent half of quarantine watching videos about it😳 whoops]. IM VERY EXCITED TO ANNOUNCE THAT I AM THE GLOBAL BRAND AMBASSADOR AND CREATIVE DIRECTOR for @badhabitbeauty SKINCARE 🥰🥰😌😌❤️❤️ im so excited to be super involved in a skincare brand that looks at life/skincare the same way i do😌“
So, what is Bad Habit?
Owned by Forma, the parent company of Morphe; Bad Habit is a vegan, cruelty-free skincare brand, that meets US clean beauty standards. Described by Forma as a “hybrid skincare-wellness brand”, Bad Habit is launching with 10 products under $30USD, categorised as either Daily Essentials or Quick Fixes (depending on how consistent you’ve been).
With a catch phrase of “you don’t have to be good all the time, to have good skin all the time,” the brand is well and truly aligned with Emma Chamberlain’s ethos. “Rather than chasing some unreal, projection of perfection, we want to help you find balance in your realness,” the site reads.
Not unlike Josh Richards’ appointment Chief Strategy Officer at Triller, Elizabeth Enderle, vice president of new brands at Forma told WWD, Emma’s role will include “[being] an important part of… product development and creative process.”
We can’t wait to see what Emma brings to the brand, which launches into Ulta Beauty on the 27th December and into Morphe stores and Morphe.com on the 29th December…just in time to cure that post holiday puffiness.