Kendall Jenner is hoping to be the next beauty mogul in her family. The model has reportedly decided to financially back Moon, a line of vegan oral hygiene products, Women's Wear Daily says. Moon carries a mouth wash and activated charcoal whitening toothpaste for $8.99 each; dental floss for $3.99; and a two-pack of soft-bristle toothbrushes for $6.99.
In a promotional clip, Jenner talks about why she decided to put her money where her mouth is. She also mentioned the brand’s Instagram-ready design, which will surely appeal to fashionistas like Jenner. "I used to not know how to smile. That's a fun fact," Jenner says.
"It was really cool being a part of the building process. It is really based on oral beauty and it goes back to even the aesthetic thing and how it looks really nice on your counter. One of many cool things about Moon is that I think that the whole idea is really chic and you're not like afraid to have it out and be like, ‘I'm excited. Ask me about it, please,’” she adds.
Jenner will use her immense social media following, which includes more than 108 million fans on Instagram, to promote Moon. "Excited to launch @moon #moon_partner," she wrote under the black and white photograph of herself brushing her teeth. Jenner reportedly helped create the Kendall Jenner Teeth Whitening Pen, which contains the company’s proprietary antioxidant blend of lavender oil, strawberry fruit extract and honeysuckle flower extract, and promises to instantly brighten teeth and whiten over time.
According to WWD, the dental line is officially available as of today on the brand's official site. Moon will continue to be available online, although the company plans to debut its products in Ulta Beauty stores in May. WWD’s stated through a source that Jenner is financially backing Moon. However, the brand has explained that “Kendall is actually not an investor in Moon. She co-collaborated with the brand and she helped create the Whitening Pen.”
Moon was founded by Shaun Neff who hoped “to transform the oral care experience into something new entirely.” The company says it's committed “to supporting healthy smiles around the world.”
Jenner has supported several beauty marketing campaigns. In 2014, she signed a bluechip contract with Estée Lauder that expired in 2017 after the company shut down its millennial-focused collection. In December 2018, the model joined forces with Formawell Beauty to launch a collection of hot tools and hairbrushes for the Kendall Jenner X Formawell Beauty collaboration.
Earlier this year, Jenner was criticized for endorsing Proactiv, an anti-acne treatment, after she was perceived to be using her usually blemish-free complexion to falsely promote "skin positivity." Some objected to the fact that Jenner attributed her skincare to Proactiv since it’s been well-documented that Christie Kidd, a Beverly Hills-based physician assistant, takes care of the model’s skin.