Smoothing Set, via Soft Services website

Lake Highlands High School graduate Annie Kreighbaum might co-host a beauty podcast with Nick Axelrod-Welk, but her involvement in beauty reaches beyond that.

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Kreighbaum co-hosts the beauty podcast Eyewitness Beauty and launched a skincare line this year with colleague Rebecca Zhou. The two women both formerly worked for the beauty brand Glossier. The launch was originally set for 2019 but delayed until May 2021.

The brand, called Soft Services, targets common skin issues, like acne and ingrown hairs, and other body concerns shoppers may face.

As former beauty editor for Glossier’s magazine, Into the Gloss, Kreighbaum saw a need to address skin issues that didn’t receive enough coverage in articles when it came to the whole body rather than face only.

“Why are we 30 and still have body acne? My face looks great, but I’d never been able to really hack my body like I have my face,” Kreighbaum told beauty site Allure.

The skin items and sets on the Soft Services website range from buffing bars to smoothing and clearing sets.

This isn’t purely women-focused skincare, though. There’s even a set for the guys, which includes a buffing bar, clearing mist and “forever bag.”

Soft Services is based in New York.