Vapour Beauty Re-brands From Makeup for Hippies to Clean and Chic

Vapour Beauty, an 11-year-old line that has historically been known for its organic products sold at natural beauty retailers, has reinvented itself for the modern, clean-beauty-curious consumer under the guidance of investors Nicky Kinnaird and Lori Perella Krebs. The Taos, New Mexico-based brand has been entirely reformulated and repackaged as a luxury clean makeup line with a mix of 23 new and revamped sku’s, including foundation, brushes, lipstick, blush, mascara and eye shadow quads. New products are set to go on sale at The Conservatory at Hudson Yards on Sept. 5, and later will roll out to The Detox Market, Credo and six Neiman Marcus doors. The products, once formulated with a minimum of 70 percent organic ingredients and marketed as such, have been reformulated to incorporate new botanically based ingredients and technologies, said Vapour cofounder Kristine Keheley. While they may occasionally feature some organic ingredients, the overall brand is no longer considered organic. Prices range from $24 for a lip conditioner to $60 for a Gentle Illuminating Primer. The shift is reflective of what Kinnaird sees as growing consumer demand for clean beauty, in particular efficacious “clean” makeup in the luxury category. Historically, makeup considered to be clean — Vapour’s new formulas

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