For Pedestrian Project, foot care is the next wellness frontier.
“The skin on my heels just gave out…and they were chronically dry and cracked, so a couple of years ago, I went to the drugstore to look for a solution. I stood in the aisle and was just so surprised at how outdated and uninspired the category was,” she said. “It hasn’t evolved the same way that hair care, skin care, femme care has.”
The brand launched with four clean, vegan foot-caring stock keeping units with plant butters and oils as ingredients. The lineup includes Walker’s Cream, $12; Cracked Heel Repair, $14; CBD Relief Balm, $30, and a Purifying Foot Soak, $14, which are all available on the brand’s website and on Amazon.
The brand is taking a digital-first approach. While the team plans to bring Pedestrian Project to traditional retail, digital content is key as they aim to educate consumers on foot care. One way the brand is doing so is by bringing on a group of podiatrist advisers who are creating content for Pedestrian Project’s Instagram and TikTok channels. The brand’s website is also packed with foot-related educational content.
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