Kristin Cavallari is betting big on her beauty line.

The 38-year-old reality star-turned-entrepreneur and podcast host revealed plans to focus on expanding Uncommon Beauty — the skin care subsidiary of her jewelry brand, Uncommon James — during a discussion at ShopToday’s Stages summit on Thursday.

When asked what’s next for her and her brand, Cavallari was coy, careful not to reveal too much. “I’m really focusing on my beauty line,” she hinted.

Cavallari went on to chronicle the evolution of the Uncommon business, from its original start with jewelry in 2017 to the debut of her clean product line four years later, which now includes a few body care essentials. “Honestly, how the [beauty] aspect came about was that my team noticed a few years ago that people’s number-one question was actually what my skin care routine was,” she said. “And so I never really thought about doing skin care, but I thought, ‘Well, you know, may as well just explore this and see.’”

Creating clean product alternatives was, at the time, not the norm, Cavallari recalled. “I thought I was using clean skin care, but then we sent it off to the lab and came to find out, it wasn’t clean at all.  We think the products we use are doing a good thing for our skin, but they’re affecting the opposite when there are all these chemicals and everything in them,” she said. “So, that was actually kind of alarming to me, and that made me want to do skin care.”

The market for clean beauty has certainly grown since Cavallari debuted her first round of face essentials. However, there were a few preexisting brands such as Youth to the People and Jessica Alba’s Honest Beauty, both of which launched in 2015, followed by Summer Fridays in 2018. Sasha Plavsic founded Ilia Beauty back in 2011.

While there may be an oversaturation of clean brands now, Cavallari said she has no reason to back down from the beast that is the beauty business, or any product industry for that reason. “ There are a million clean skin care out there now.  But we’ve evolved from just being ‘clean’ and now it’s more that we’re taking a stance on being really hydrating and going after that glowy, radiant skin. Clean is a bonus,” she explained.

At this point, reinvention is second nature for Cavallari, a now mom of three who was catapulted into the spotlight at just 17 years old as a pioneer reality star on the MTV series “Laguna Beach.” The chance to be on-screen as a teenager was an opportunity Cavallari jumped at and still doesn’t regret to this day, she said, likening the decision to starting Uncommon James with no business plan all by herself. “Learning what not to do is valuable,” she noted.

Cavallari has since opened up four Uncommon James stores and entered the fragrance market with a unisex scent called Hard Feelings. The formula fuses notes of rose, hibiscus, incense, tobacco, pepper, bergamot, cedarwood, sandalwood and orcanox.