Over the past week, Hague dropped hints about a secret project before finally announcing — on both her Instagram and in an exclusive article by Marie Claire — the news that she is diving into the world of fake tan. The brand has already racked up 90k followers on its official Instagram page, so we're sure it won't be long before selling out of the new products.
Four products feature in the initial launch: Tanning Mousse: Dark, Tanning Mousse: Extra Dark, Large Velvet Tanning Mitt, and a Mini Velvet Tanning Mitt (designed for the face). If you're a fan of a supernatural, barely there glow, you might want to stick to tanning drops before diving straight into dark tanning mousse. Filter By Molly-Mae promises to deliver a "natural illuminating glow," while being incredibly hydrating for the skin — this is especially important to Hague, who has opened up about suffering from eczema, which can cause the skin to become very dry and irritated.
While many fans are excited about the launch, there are people who are calling out Hague's products and advertising for looking similar to Kim Kardashian West's Skims. Now, at POPSUGAR we are always up for a little extra glow and for female entrepreneurship, but we're also here for a beauty industry that feels inclusive. When compared to the likes of tanning brand Isle of Paradise (featuring Love Island Meghan Barton Hanson), a company that goes above and beyond to ensure diversity and inclusivity is at its core, it's a shame the same can't be said yet about the campaign imagery for Filter By Molly-Mae.
Read on to get a look at the campaign, for a behind-the-scenes look, and to shop all of the products.