Brad Pitt goes green for Kiehl's

Photo: Getty Images

Brad Pitt has teamed up with cosmetics giant Kiehl's to create a sumptuous new Earth-conscious body wash and simultaneously raise funds for eco-friendly causes, thus finally catching up with the smarts of legions of gay men long on board with the skin-saver.

Kiehl's Aloe Vera Biodegradable Liquid Body Cleanser will be available in stores and online starting in October for $16.95 a bottle. The cleanser, packaged in recyclable plastic and made up of all-natural ingredients like aloe vera, coconut, and glycerin, will permanently join Kiehl's already popular line of skin-care products.

While neither the packaging nor the product's promotion campaign will feature the actor's photogenic mug, the bottle's text boasts Pitt's handwriting. "Brad is not a face, he's a partner," Roberta Weiss, Kiehl's senior VP of global marketing told WWD.com. "We shared a vision, to support this new way of thinking -- being more eco-intelligent."

One hundred percent of proceeds from the sales of the body wash will benefit JPF Eco Systems, the nonprofit started by Pitt and Kiehl's to "minimize impact on the environment through thoughtful design,"  which will channel the funds to a variety of green groups. First up? Pitt's own Make It Right organization, which he started last year to hep rebuilding projects in New Orleans.

-- NOAH MICHELSON