“Baywatch” star Pamela Anderson is the latest celebrity to join the clean skincare movement as she takes over as owner of Sonsie Skin.
“I’m thrilled to share that, as of today, I have officially joined [Sonsie Skin] as co-founder and new owner,” Pamela Anderson shared on Instagram this morning.
“I am so proud to be a part of this world…and on my own terms, finally,” Anderson wrote, calling Sonsie “simple, loving skincare for all.”
The former Baywatch star describes Sonsie as an “emerging, beautiful,” vegan and cruelty-free skincare company “with an important message that I want to help share with the world.” Anderson, a longtime vegan, has been an outspoken advocate for animal rights efforts, lending her name to numerous PETA campaigns.
Sonsie Skin, co-founded by German-born model Marie von Behrens-Felipe and CEO Roberto A. Felipe, emerged in the summer of 2023. It offers a minimalist, luxurious skincare routine that is ethical, vegan, cruelty-free, and adheres to the stringent ingredient standards of the European Union. The range currently features a Multi Moisture Mask, Super Serum, and Basic Balm.
Von Behrens-Felipe expressed her admiration for Anderson, saying, “Pamela is an icon, trailblazer, and someone I admire deeply. We share the same values and vision: for everyone to accept, celebrate, and love their true selves; to feel good in our own skin… I couldn’t be more grateful for Pamela’s belief in Sonsie.”
Felipe also shared his enthusiasm for the partnership, emphasizing Anderson’s role in advancing the brand. “We are thrilled to embark on this journey with Pamela as Co-Founder. Her authenticity, character, and insight will propel Sonsie forward, fostering global awareness. In the dynamic landscape of the skincare industry, Sonsie unfolds as a narrative of self-acceptance, love, and the pursuit of Beyond Healthy Skin. We can’t wait to continue building with our Sonsie family,” he said.
Anderson, 56, known most recently for her advocacy of the “less is more” beauty movement, created a media buzz after attending Fashion Week events wearing minimal or no makeup, drawing attention to this philosophy. The pivot comes after years of being regarded as one of the world’s biggest sex symbols as the character CJ on the ’90s hit show, “Baywatch.” Anderson has been candid about her breast implants and removal, and discussed her journey in the 2023 Netflix documentary, “Pamela, a Love Story” and the memoir, “Love, Pamela.”
Anderson joins a number of other A-listers with minimal and clean-label skincare offerings. In 2022, Scarlett Johansson launched The Outset, and Kim Kardashian launched SKKN, a clean re-tool of her KKW Beauty range. Anderson will also go head-to-head with Hailey Bieber’s Rhode Skincare, Alicia Keys’ Keys Soulcare, Miranda Kerr’s Kora Organics, Brad Pitt’s Le Domaine, Stella McCartney’s Stella, and Pharrell Williams’ Humanrace, among others.
“I believe our differences are what make us beautiful and interesting to one another,” she wrote on Instagram. “The goal is to realize our own purpose on earth…and it starts with believing in ourselves…to have courage…to be what no one else is, and find strength in that — It goes beyond health skin,” she wrote.
“We have so much planned and I cannot wait to share more.”
Related on Ethos: