Meaningful Beauty – the skin- and haircare brand created by Cindy Crawford and cosmetic specialist Dr. Jean-Louis Sebagh – is celebrating its 20th anniversary with elevated new packaging and its reported first-to-market technology in beauty Youth Activating Melon Serum and Age Recovery Night Créme.

“I created Meaningful Beauty so other women can have access to the great skincare I use,” said Cindy Crawford, co-creator, Meaningful Beauty. “The Meaningful Beauty mission is to take care of your skin, so you can go live your best life.”

According to the brand, one Youth Activating Melon Serum is sold per minute across channels, and the brand has sold over 1.4 million units on Amazon. The brand also plans on expanding its new formulations and packaging to the retailer in August, along with a new infomercial.

Advanced Formulas

Two of the brand’s bestsellers have been reformulated. Youth Activating Melon Serum ($98) is among the first in the industry to utilize Hydrosome H2O — a breakthrough technology that provides a more efficient and effective delivery system for cutting-edge ingredients. The patented process creates ultrafine bubbles so small that one trillion of them would fit inside a single champagne bubble, per the brand. These bubbles can carry higher concentrations of active ingredients deeper into the skin. Upon application, Hydrosome H2O combines with its Melon Leaf Stem Cell Technology and its ingredients for better absorption.

Age Recovery Night Crème Retinol ($72) is a deeply hydrating overnight treatment that has been reformulated with aamplfy, a first-of-its-kind blend of amino acids that boosts the skin’s resilience. The synergy of aamplfy, retinol and melon super antioxidants produces Rètimel, the brand’s exclusive complex that helps support the effectiveness of the ingredients. This advanced formulation improves the look of wrinkles, fine lines, skin discolorations and skin texture, per the brand.

The new formulations are also available in the repackaged five- and seven-piece skincare systems.

Philanthropic Partnership

To further celebrate the milestone, the brand has also forged a philanthropic partnership with The Glam4Good Foundation, a leading nonprofit that repurposes unused fashion and beauty products to address clothing and self-care insecurity in America. The partnership will encompass donating Meaningful Beauty products to the Glam4Good community.

” This invaluable partnership will support our impactful work to provide critical self-care and clothing aid to thousands of women, girls, and their families across the country,” said Mary Alice Stephenson CEO and founder Glam4Good. “On a personal note, as a female founder, I am incredibly grateful to Cindy Crawford and her team for supporting the Glam4Good foundation, which is a female-founded and led organization, and for their commendable use of the Meaningful Beauty Platform to empower social good!”