Jameson Irish Whiskey Branches Out And Launches Beatha Skincare Range. Jameson is branching out with a crafted skincare range designed to leave your skin twice as smooth. It prides itself on creating a whiskey that’s triple distilled, remarkably smooth and unmistakably Jameson. Now, it is broadening its horizons with Beatha, a skincare range made with the same craftsmanship as its quality whiskey. Inspired by the Irish phrase “water of life”, the Beatha range consists of a Restorative Facial Mousse, a Hydrating Facial Oil and a Beard Oil.
“We are incredibly proud of our new Beatha offering which we believe will expand our territory in such a profound manner. Not only is the beauty space one that is ever commercially thriving through demand, it also contributes meaningfully to consumers lives which is what we are about as a brand,” Beatrice Marfleet, Marketing Manager of Jameson and Irish Whiskeys told Beauty South Africa.
“Jameson is also a brand that has a strong base with women and this offering would not only reach them but would ensure that should there ever come a time the industry needed to shut down again, we would always be able to get our brand in the hands of the consumer.” Marfleet added.
Ayanda Thabethe, a South African actress, entrepreneur, television presenter and model announced that she will be the ambassador of the skincare brand. “I am super excited to announce my partnership with Jameson in what has been months of planning. This skincare range comprises some of my favourite products that I have been using over the years but is different because of our secret ingredients to ensure all my beloved supporters get to experience the Beatha magic.” Thabethe told Beauty South Africa.
The brand, which was created for both men and women contains quality ingredients such as barley and of course, grain Jameson whiskey all of which actually possess great skincare benefits. Jameson is a blended Irish whiskey produced by the Irish Distillers subsidiary of Pernod Ricard. Originally one of the six main Dublin Whiskeys, Jameson is distilled at the New Midleton Distillery in County Cork. It is by far the best-selling Irish whiskey in the world; in 2019, annual sales passed 8 million cases. It has been sold internationally since the early 19th century, and is available to buy in over 130 countries.