From an ethics standpoint, discuss Humanrace’s focus on sourcing high-quality, vegan ingredients, and postrecycled, reusable packaging instead of developing products that keep costs down. Discuss the challenges Humanrace faces as a brand that is positioned as accessible to everyone but not affordable for many.

In 2020, Pharrell Williams launched an all-gender, all-race skin care line called Humanrace, sold exclusively through its website (humanrace.com). The skin care line had three vegan and sustainable products sold in Japan-inspired green packaging made with 50 percent post-consumer recycled landfill plastic with braille writing for the visually impaired. The signature recyclable and refillable green packaging includes what a consumer needs for a three-step, three-minute facial: a cleanser, an exfoliant, and a moisturizer. The sustainable packaging is one major source of differentiation for the product. Despite the brand’s goal of accessibility to all, its prices were expensive relative to those of competing products. When launched, the cost of the three-product set was $100. One reason for the high price was the quality of the ingredients. Another reason was fit with the brand’s positioning as a high-quality product that really works. Even so, Humanrace’s prices raised questions about whether it really offered skin care for all humans. Still, Pharrell Williams was applauded for associating his celebrity with a position related to inclusivity.