Beauty / news
Jana Craig of 'Love Island USA' Enters Beauty With Aura by Jana Lash Line
The reality star and influencer is launching her own beauty brand, Aura by Jana, starting with a lash collection that goes direct-to-consumer on Nov. 6. The debut range comprises six glue-on lash packs and one self-adhesive cluster set.
Craig, a fan favorite from the sixth season of "Love Island USA," is moving into the crowded celebrity beauty arena through the lash category, a segment she has described as a long-standing personal favorite. She recalled that her mother barred makeup during high school, so she and friends would put on lashes at school and remove them before heading home.
The first Aura by Jana assortment consists of six glue-on lash sets plus a single self-adhesive cluster pack, sold directly to consumers through the brand's own channel beginning Nov. 6.
The venture is backed by Warren James. Craig began teasing the business a little over a week before the launch, sharing a link to the brand's Instagram account and posting a series of tropical-themed images carrying the Aura logo.
She said the tropical direction reflects her native Hawaii rather than her television background, describing it as a way to convey calm and a vacation-like feeling to shoppers visiting the Aura website or encountering the brand.
Craig framed the brand's positioning around bringing nature into beauty, and said she wanted the venture to be her own rather than launching through an existing label.