By JACKIE MOE
Queen multitasker Hilary Duff launched her latest venture – Below 60°, a modernized fragrance diffuser brand that not only smells great, but is safe for the home.
The award-winning actress, singer, best-selling author, and mother of three recently added Chief Brand Director to her repertoire with the launch of the diffuser brand, which she celebrated on Tuesday in Beverly Hills with a cocktail reception.
The line of natural home fragrance products are made from plant-based essential oils — something that was especially important to Duff, who said she is more cautious about what products she uses since she became a mom.
The masterminds behind the natural diffuser line include founding investors Jeff Marine, president and CEO of JEM Sportswear and Awake Inc.; Brian Lee, co-founder & managing director of Bam Ventures (LegalZoom, ShoeDazzle, and The Honest Company); and Mark Jacobs, CEO at The Watkins Co.
Lee said the initial idea of an all-natural diffuser sparked when his wife said most similar products on the market were composed of harmful ingredients that she did not want in the air of their home. She also said they were not very attractive as decor as well.
At the reception, Duff joked that the male trio needed a woman on the team.
“We need a female in here, which is absolutely the most fun job of all because I am a consumer; I am the one shopping for my family. Just like Brian said, his wife’s like, ‘That’s ugly. I don’t like to look at it and it’s full of chemicals.’ And I think that was the thing that ticked all the boxes for me,” said Duff.
“One, getting to join forces with these really smart minds who are excellent at what they do. Taking me out of my normal world, which is filming and grinding in that way, and getting to be creative and step in and learn a lot of this process.”
She also added that she enjoys having a say in the look of the product, as well as the scents.
“I just get to come in and have a lot of fun and creativity… I also love that this product has so much room to grow and continually will just evolve. I am constantly trying to evolve, and my taste changes, and the things that I like and how I like to express myself, and I feel like this product really fits in line with that.”
Below 60° introduced its flagship product line with a collection of three natural scents available through its website. The three scents include Mint Disco on Ice (Mint, Lavender, and Glacial Waters), If Citrus Were a Feeling (grapefruit, lily, sandalwood), and Vanilla Buys a Timeshare in Paradise (pineapple, exotic coconut, and Tahitian vanilla).
Jacobs said the company plans to expand their scent options in 2024, with ambitions of creating new products that will make one’s home a healthy environment. Marine said the diffuser was intricately designed so that each scent is not overwhelming in fragrance, has a sleek modern look, and remains clean and all-natural while in use with no synthetic chemicals.
“This is the tip of the iceberg. We have three little scents, but there’s so much in the pipeline, and we’re really excited to continue to share this with you all,” said Duff.
For more information on Below 60°, as well as to purchase, visit below60.com