TikTok stars Brooklyn and Bailey McKnight have launched their own skin care brand, ITK, which stands for In The Know. The brand aims to simplify skin care for Gen Z and Gen Alpha consumers, offering clean, affordable, and effective products that cater to their needs and preferences.
Brooklyn and Bailey McKnight are 22-year-old twins who have been on social media since they were 14 years old. They have amassed millions of followers on Instagram, YouTube, and TikTok, where they share their lifestyle, beauty, and fashion tips. They also have a clothing line and a mascara product, Lash Next Door, which they launched in 2018.
The twins have always been passionate about skin care, as they struggled with acne since they were 12. They tried various prescription medications and products, but they wanted to find a more accessible and natural solution for their skin issues. They also noticed that there was a gap in the market for clean and affordable skin care products that appealed to their generation.
They decided to create their own skin care brand, ITK, with the help of Maesa, a beauty incubator that has worked with celebrities like Drew Barrymore, Kristin Ess, and Ashley Tisdale. They spent two years developing the brand, which launched exclusively at Walmart in August 2022.
What ITK offers
ITK is a skin care brand that offers 15 products, ranging from cleansers and toners to masks and serums. The products are priced between $6.97 and $14.97, making them accessible to everyone. The products are also vegan, cruelty-free, dermatologist-tested, and free of parabens, sulfates, and synthetic fragrances. The brand also has a line of ingestibles, such as vitamins and gummies, that support skin health from the inside out.
The products are designed to address the common skin concerns of Gen Z and Gen Alpha consumers, such as acne, dullness, dryness, and sensitivity. The products are also formulated with gentle and effective ingredients, such as salicylic acid, niacinamide, hyaluronic acid, and prebiotics. The products have scannable QR codes that link to online or in-store experiences, such as tutorials, quizzes, and reviews.
The packaging of the products is also eye-catching and informative, featuring bright colors, geometric shapes, and clear labels. The key ingredients and benefits of each product are listed on the front of the bottle, while the back of the bottle has a list of ingredients that the product is free of. The bottles and boxes are also recyclable, reflecting the brand’s commitment to sustainability.
How ITK engages with its audience
One of the unique features of ITK is that it was created with the input and feedback of the twins’ social media audience. The twins used Instagram stories to poll their followers on various aspects of the brand, such as the product types, the bottle textures, the colors, and the name. They also shared sneak peeks and behind-the-scenes videos of the brand development process on their platforms.
The twins said that they wanted to create a brand that was customer-inspired and user-generated, where their community could have a say and feel involved. They also said that they wanted to create a brand that was inclusive and transparent, where their customers could trust the ingredients and formulations of the products.
The twins also said that they wanted to create a brand that was fun and educational, where their customers could learn more about skin care and enjoy the products. They said that they wanted to share their skin care journey and knowledge with their audience, and help them achieve their skin goals.
The twins plan to continue engaging with their audience through social media, as well as through events, collaborations, and giveaways. They also hope to expand their product range and distribution in the future, and reach more customers around the world.
