Jasmine Tookes: A New Chapter in Beauty
Jasmine Tookes, renowned model and entrepreneur, is making a significant leap into the beauty industry as a founder. Collaborating with Sabrina Castenfelt, a former private equity investor, she’s launching Brunel, a fresh body care brand focused on merging fragrance with skincare actives. For Tookes, this venture is not just a business move but a culmination of her lifelong dream. “It’s been a dream of mine to start this brand forever,” she shared. Alongside launching an activewear line, Joja, with fellow Victoria’s Secret Angel Josephine Skriver, Tookes is now ready to leave her mark on the beauty landscape.
Brunel aims to redefine body care, presenting its first three products directly to consumers—mood-enhancing body oils that promise to combine scent and skin benefits. With the body care market growing steadily, as noted by Circana’s report indicating a 6% year-over-year sales increase, Tookes is diving into a space she knows well from her time as a Victoria’s Secret Angel. Her intimate understanding of beauty products allows her to bring a fresh perspective to this burgeoning category.
Delving into a personal journey of uncovering skin care solutions, Tookes revealed the extensive experimentation behind Brunel’s creation. Her cabinet is filled with various oils, each one a step toward honing the perfect formula. "I’ve learned what works and what doesn’t," she explained, highlighting the challenges of striking the right balance between texture and effectiveness. The result is a lineup that includes the Awakening Body Oil, the Renewal Body Oil, and the Golden Hour Glow Oil, each designed for specific skin benefits and priced between $48 and $53.
Brunel’s philosophy is an exciting blend of science and tradition, as Castenfelt emphasizes the need for both effective formulas and delightful fragrances. Each oil is crafted from a thoughtful mix of nourishing ingredients, integrating plant-based oils with vital vitamins and fatty acids. This combination is developed in tandem with the fragrance experts at International Flavors and Fragrances Inc. The sensorial experience is paramount, from the uplifting notes of the Awakening oil to the relaxing aroma of the Renewal oil, enriching daily body care routines.
Anticipation surrounds the Golden Hour Glow Oil, which is intended to flatter all skin tones without veering into overly warm or ashy territory. Tookes and Castenfelt are focused on inclusivity, hoping that their thoughtful formulation will resonate across a diverse audience. The oils are crafted without harmful additives, ensuring a clean product that prioritizes skin health. The commitment to quality and effectiveness underscores the duo’s vision of Brunel as a brand that elevates everyday beauty rituals into moments of wellness.
As Brunel begins its journey, expectations are high, with industry insiders predicting potential first-year sales of around $2 million. The duo also aspires to transform the way people perceive body care, emphasizing that these routines should feel luxurious and intentional. With ambitions to expand into cosmetics and fragrances, the future appears bright for Brunel. Tookes expresses excitement for what lies ahead: "There are a lot of beautiful things that could be done through Brunel." Her vision extends beyond mere products; it’s about creating an experience that uplifts and nurtures, marking her significant entry into the beauty industry.
