Georgia May Jagger’s May Botanicals — first launched direct-to-consumer in the U.K. in 2023 — is expanding to the U.S. with retail partnerships in Los Angeles with Skin Worship later this month and inside 165 CVS doors in New York in September.
The model — co-owner of Bleach London hair salon and daughter of music star Mick Jagger and ’70s icon Jerry Hall — has been working on the skin care brand for five years with the help of Sarah McCubbin, founder of U.K. beauty manufacturer Pebble & Co.
“I met Sarah a long time ago through mutual friends,” Georgia May Jagger explained.
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After dealing with eczema for most of her life, Jagger set out with the goal of formulating skin care products for sensitive skin. Most brands in the space have been “very medical,” she said, adding the wanted to bring an elevated and stylish look to the range, while catering to those with sensitivity.
“I’m a very good guinea pig for any of these products, because I just am so sensitive,” she said, explaining that she wanted the core collection to be simple to use and understand.
The line features five products priced between 15 and 62 pounds that are dermatologically tested, cruelty free and COSMOS organic certified: the Clean Slate Cleanser, made with kaolin clays to draw out impurities, organic damask rose water with vitamin C to improve complexion and salicylic acid to exfoliate; the Daily Dose Moisturizer, a blend of shea butter, aloe vera and radish root ferment; the Save Face Spot Solution, targeting blemishes; the Super Balm Skin Saviour, with responsibly sourced British beeswax to help skin heal and repair, and a kelp seaweed sheet mask infused with aloe, pear and peach extract. All are manufactured in the U.K. except the sheet mask, which comes from South Korea, Jagger said.
“Everything is 100 percent of natural origin and then very high levels of organic,” she said. “Packaging is all made out of glass with minimal plastic, and it’s 100 percent recycled glass. And then the boxes are made from 100 percent recycled cardboard. And we have very minimal plastic, but it’s all PCR [post-consumer recycled] plastic, and printed with organic ink.”
It’s clear from chatting with Jagger that the brand — which is self-funded — is a highly personal endeavor. She’s quick to explain ingredients, their benefits and sourcing.
Asked about the U.S. retail strategy, Jagger said she’s cautiously testing out the market while listening to her fanbase. On Instagram alone, she has 1.3 million followers.
“Since we’re in the U.K., people have been saying, ‘When are you going to come to the U.S.?’ So we wanted to do that but we wanted to be international and not launch everywhere all at once,” she said.
In the U.K. she launched with London clinic Pfeffer Sal and is donating a portion of sales to the World Wildlife Fund, an organization working on wilderness preservation. In the U.S., choosing to partner with Skin Worship, a holistic-minded clinic and shop in Beverly Hills, speaks to the natural aspect of the brand, while selling at CVS will bring access to the mass market.
At 32, Jagger is entering a new stage in life as she’s currently expecting her first child. “The whole range is pregnancy and breastfeeding safe, which was really important to me even before I was pregnant,” she said.
Looking forward, Jagger is hoping to continue to expand: “After this we’ll think about the next place that we’re going to go, maybe Europe.”
Her next product drop will come later this year. “We have a new product launching for Christmas,” she revealed.
“I really want to make natural, ethical products that are very functional,” she added.