Birkenstock is getting in on the wellness craze with cork-based skincare.

Birkenstock is getting in on the wellness craze with cork-based skincare. The brand known for its sandals is taking advantage of their resurgence in popularity in the Cult of Ugly era by going in a totally new direction. They’ve launched a line of products that include shampoo, anti-aging creams, oils, and more that boast what Birkenstock is betting will be the next big skincare ingredient: cork oak bark. Their CEO explains that premium skincare is “a category that is consistent with our consumers’ lifestyle.” (Fast Company)