Klei, a line of sustainably crafted self-care beauty products featuring botanical ingredients each chosen for their specific skin-nourishing qualities, recently debuted a refreshed brand look. Since its inception in 2017, Klei has been strongly rooted in its mission of encouraging people to set aside moments of self-care through the use of its all-natural products, while working diligently to minimize its own environmental impact. Klei’s founder, Valerie Smith, says, “The renewed packaging has been thoughtfully designed with sustainability at the forefront of the changes to remain true to Klei’s mission of delivering clean, approachable beauty products that are nourishing for both peoples’ skin and the planet.”

With two successful years in the clean beauty industry, Klei’s new look provides an even more eco-friendly offering with its easier-to-source and higher quality packaging. The intentional switch to using more standard glass bottle shapes has enabled the company to source packaging closer to its Brooklyn headquarters, while producing less waste through sourcing thicker glass that prevents unnecessary breakage in transport. Both of these upgrades allow Klei to streamline its sourcing practices to produce lower carbon emissions. Consistent with the previous packaging, the classically clear glass jars allow for the beautiful botanical ingredients to shine through, further embodying Klei’s dedication to full transparency, from ingredients to packaging. The design itself features a unique, minimalistic appearance with typography that has a touch of ’70s era flair. Furthermore, the ingredients have always been, and continue to be, food-grade quality and entirely biodegradable.

“We wanted the final design to be timeless and ungendered—enough so that anyone feels comfortable using Klei regardless of the societal boxes we like to place ourselves in,” says Smith. “The clear jars allow the colorful ingredients to shine, while emulating the light and positive vibe we hope people feel when using our products. Not to mention, the shift toward using even more eco-friendly packaging is an exciting milestone for us since we’re constantly striving to reduce our carbon footprint.”

Alongside the packaging rebrand comes a newly designed website showcasing the line’s new look. Consistent with the packaging design, the website features a minimalist vibe, in tandem with updated software to make shopping more integrated and seamless for consumers.

Klei’s line offers an inclusive array of self-care beauty products including clay masks, cleanser, oils, steams and soaks with retail prices ranging from $26-$56/ 1oz.-8oz. glass jars and bottles.