The secret’s out – Primark and former Glamour beauty director Alex Steinherr have collaborated on a skincare collection. The 20-piece range features all the hot ingredients of the moment – from hyaluronic acid, to niacinamide, to squalane – and has #shelfie-inspired packaging.
According to Metro, The price tag will be the main pull for some people, though, ranging from £3 to just £5. I daresay even the new, disruptive skincare brands in the industry right now can’t even match that. It’s been in the works for a whole two years, with Steinherr saying ‘There’s 100% of me in it, and 100% of Primark in it.’
In those two years there have been factory visits, design meetings, and plenty of ingredients tweaks to get things right. Alex didn’t simply want to put her name on the bottles and be done with it. It may come as a surprise, though, that someone with the cosmetics industry cachet Alex Steinherr has would choose someone as mainstream as Primark for a collab.
Perhaps it because they’ve just got Leaping Bunny cruelty-free certification, or maybe it’s the fact that the beauty range at the budget retailer has stepped up a lot of late, and influencers are often seen with a Primarni palette on their feeds.
Those who masterminded the product launch from Primark said that they knew women had a ‘graveyard drawer’ of products they’d bought but never used, and wanted to combat this by creating a range that was easy to understand and didn’t feel like a huge loss if it wasn’t quite right for your skin type. After all, if you’ve spent £50 on a serum and it doesn’t work, it feels much worse than when you’ve just forked out a fiver.
There are five different parts of the collection – Sleep Spa, Pore Balance, Plump & Glow, Maximum Moisture, and Pollution Solution – so you can go straight to what you need from your products rather than needing a chemistry degree to decipher the ingredients.
Primark x Alex Steinherr collection
Plump & Glow Moisturiser £5 Facial in a Stick £5 Plumping Lipgloss £5 The Power Mask £3
Sleep Spa Overnight Lip Mask £4 Sleeping Face Mask £5 Every Night Eye Mask £4 One-Step Night Cleanse £5
Maximum Moisture Supreme Sheet Mask £3 Moisture-Locking Everyday Moisturiser £5 Hydration-On-The-Go £4 Micellar Cleansing Gel £5
Pore Balance Low-Ph Sulphate-Free Cleanser £4 Super Detox Clay Mousse Face Mask £5 Anti-Blackhead Stick £5
Pollution Solution City Mask £3 Daily Skin Starter £5 Dual Texture Exfoliating Pads £5 Oil-Free Gel £5