Fountain of Truth, Giuliana Rancic’s six-month old skin care line, is making its debut on HSN.com in late March and on-air in April.
The T.V. personality, who shuttles between Chicago and Los Angeles, announced the HSN alliance at a Beverly Hills cocktail event in late January, where her husband, entrepreneur Bill Rancic, was also in attendance.
Giuliana, 44, said she decided to move into the beauty space after she was diagnosed with breast cancer at 36, and had trouble finding clean, non-toxic skin care products that were also effective. She launched Fountain of Truth in conjunction with Hain Celestial (the company behind brands such as Alba Botanica and Avalon Organics) starting with six products and since growing to nine.
“I started making my own concoctions at home and buying things on Etsy but I felt that a lot of the clean products weren’t as effective as I wanted them to be. There are [products] out there, but they are in the hundreds of dollars. So, I set out to create a skin care line that was a prestige collection but at a more affordable price range,” she said.
The offering, priced from $26 to $86, includes new additions such as the Skin Nutrition Booster Kit, a trio of serums; the Magic Wand Sculpting Eye Roller and the Fresh Face Foaming Cleanser. These round out an existing repertoire including the Honey Glow Mask and the Take It Off Cleansing Balm.
Giuliana said that the line uses Super Bio Ferment technology, picking up on a key trend in nutrition.
“Fermentation makes foods easier to digest,” she said. “The same process makes products easier to absorb into the skin.” Key ingredients include zinc, iron, magnesium, wakame seaweed and extract of Kakadu plum, which is rich in vitamin C.
HSN executives say that Fountain of Truth taps into a wider demand for pure and natural skin care.
“We know that that clean beauty has become increasingly important to our beauty customer and in response to that, we’re excited to add Fountain of Truth to our portfolio,” said Rob Robillard,Vice President of Integrated Beauty Merchandising for Qurate Retail Group. “Presented by HSN-alumni, Giuliana Rancic, we’re confident her personal journey which led to the development of this line, will resonate with our customers.”
The line will also bow in Ulta doors by end of Q1 2019.