UK's favorite Gen Z skin care brand now available at Walmart

Skin Proud is officially available in the United States.

The skin care brand that made waves on social media with Gen Z just launched exclusively at Walmart.

They offer a range of products from foaming facial cleanser to brightening serum.

“Skin Proud is for anyone, but is generally geared toward both Gen Z and young millennials. It’s for people who want to be involved and be a part of a movement that empowers and celebrates skin just like their own,” Charlotte Knight, Skin Proud founder, told “Good Morning America.”

The formulas are designed to be an introduction to skin care or an add-on to your current routine.

Product packaging is even color-coded for ease of use in the morning or night.

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All of the products are vegan and the brand is PETA-approved cruelty free.

Skin Proud is focused on portraying real skin and does not use retouching in any of their ads.

“We want to ensure no one feels insecure or inadequate by something on their skin, and to feel proud of who they are by not chasing perfection. We are passionate about portraying real skin,” Knight added.

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