“Humanrace doesn’t differentiate by race or gender. We’re creating for humans; we are all born in the same skin and Humanrace celebrates this” – Pharrell Williams
Do you know Pharrell was born in 1973 and is 54 years old as we write this? I mean seriously, how come this 47-year old man just doesn’t age. That’s why when he launched his own gender-neutral beauty brand, everyone noticed, and so did we. With this post, we tell you what we love about Pharell’s HumanRace, and what you can learn from him if you’re running your own beauty brand.
About HumanRace
The skincare line essentially consists of 3 products meant to be used in a succession as a simple skincare routine. Who doesn’t want a 3 minute facial every day?
The rice powder cleanser, lotus enzyme exfoliator, and humidifying cream come in matching bright green plastic containers made from 50 percent recycled plastic.
HumanRace offers entry-level prices across products that consumers have a surging interest in. All the products are vegan, fragrance-free, and have a removable inner chamber that can be exchanged for a refill. In 2021, they also launched body care, ceramics, and Sičhona shoes (HumanRace X Adidas) recently.
Packaging
The products and packaging are engineered with sustainability at the forefront of creation. The products are designed to last on your shelves and to make the products more accessible, the signature green containers have the product names written in Braille on them. The refillable bottles are designed to look like prescription bottles. Very cool! If you look closely, you’ll notice that refill units themselves are sealed with heat instead of traditional plastic caps to avoid single-use plastic which again is a win!
A touch of subscription
HumanRace also offers a subscription service for all its skincare & body care products. This way the customers get value out of automating the process and they never have to run out of their favourite products again.
Website
And finally, being a Shopify Agency, we do what we do best – analyze HumanRace website. Well, HumanRace.com is built in Shopify (no surprises there) and gives you as a customer, all the transparency that you need. Well, how else would you differentiate yourself in a hyper-competitive space of beauty eCommerce? Ticks all the boxes for us!
As much as we love this sweetly differentiated brand, we couldn’t overlook some usability bugs such as the mobile menu items don’t have scrolling, making the ‘About Humanrace’ menu tab hard to read on mobile.
Even though the HumanRace website doesn’t have a ton of content, the message of sustainability comes through loud and clear. With an affordable price point, plastering the HumanRace Instagram with the biggest cultural influencers like Tyler, The Creator, and SZA, and clearly positioning itself as a skincare line for everyone, HumanRace is the perfect example of a modern DTC brand. Also, the fact that Pharrell can literally sell anything is truly commendable.
