LONDON — There’s no place like home for Petra Ecclestone, whose new brand, Crickle Daisy, is all about comfort, with beauty products inspired by pies, cakes and marshmallows, and bamboo cotton pajamas meant for long, lounge-y mornings.
“I’ve found a new love of putting on pajamas and getting ready for bed, enjoying that alone time,” said Ecclestone, a married mother of four and a daughter of billionaire Bernie Ecclestone, founder and former chief executive officer of Formula One Group.
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“If anyone knows me, they know that I cannot be like in jeans all day. I barely ever wear heels. I just really want to feel comfortable, and as soon as I get home, I put my pajamas on. I’m literally in my pajamas now, and it’s the worst part of my day when I actually have to get dressed,” Petra Ecclestone said in an interview from her Los Angeles home.
This week, Ecclestone plans to cast off those pajamas to attend Cosmoprof in Las Vegas, where she’ll be presenting Crickle Daisy, the brand she launched in 2024 with products designed for adults and children alike.
She describes the beauty products as “clean, safe and good for your skin,” and said that she had children in mind from the start.
“Children care so much about the packaging and what things actually look like so I wanted to create something that had a nice smell to it, and that looked aesthetically pleasing, rather than really boring and safe,” she said.
Crickle Daisy was inspired by her own children. The name is one of her son’s gaming aliases, while the idea for the products came from her pre-teen daughter, whom she noticed was spending hours in front of the mirror undertaking an elaborate skin care routine before bed.
Like so many mothers, Ecclestone was concerned about the products her then 11-year-old daughter was using, and whether they were age-appropriate. Instead of worrying or wondering exactly what to do, she set out to create a brand that the whole family could use.
The offer now includes candles, blankets and pajamas with cow, daisy and heart prints, in addition to the baking-inspired beauty products. The Lip Treat Balm comes in flavors including Strawberry Shortcake, Cherry Pie and Marshmallow, while the lip mask is called Cotton Candy, and comes in a heart-shaped compact.
Other products include Soft as a Petal Hydrating Dream Cream, a moisturizer for all skin types; a lavender pillow mist spray called Sweet Dreams, and an assortment of powder brushes in sugary pastel packaging.
Ecclestone said the cream is versatile and multitasking.
“It’s lightweight, it doesn’t clog your pores and it’s still hydrating. And it doesn’t make you break out. I’m mid-30s, and sadly, I still get breakouts. My daughter, who’s now 12, is starting to get them. So this is for everyone’s skin, for combination skin, and it doesn’t have anything harsh in it,” she said.
Given the products’ sweet inspiration — there’s even a set of pajamas in matcha green — Ecclestone decided to create a Cosmoprof stand that resembles an American diner. It’s all pink, there will be places to sit, and the products will be displayed on cake stands.
“I really wanted this diner experience where you could get the lip gloss, and a cupcake, or even a matcha latte that matches the lip gloss,” Ecclestone said.
Ahead of developing the line, Ecclestone said she consulted dermatologists and facialists. The products are made in Los Angeles, and sell on the Crickle Daisy site as well as at Nordstrom, Anthropologie, Amazon and eCosmetics.
Prices range from $23 for the Baby Bloom powder brushes to $34 for the day cream. The Lip Treat balms cost $24, while the pillow mist costs $28. On the lifestyle side, pajamas range from $75 to $115, while candles cost $39 to $65.
This is not Ecclestone’s first lifestyle brand.
In 2011 she launched an accessories collection called Stark, which was filled with evening bags made from ultraluxurious materials such as python, alligator and napa leather, many adorned with gold studs or Swarovski crystals.
Before launching Stark, Ecclestone had a menswear collection, Form, which counted stockists including Harrods and Matches. Both have since shuttered.
Despite her past experience, Crickle Daisy has been a challenge.
“It’s just quite hard starting a brand from scratch with such competition in the beauty market. But everyone who tries it loves it, so it’s just a question of getting in front of people,” said Ecclestone, adding that the brand has been working with “smaller” influencers on TikTok and Instagram because the brand doesn’t have the budget yet to go bigger.
She’s persistent — and positive — in other ways, too. Since Ecclestone was a child, her family — whose net worth is 2 billion pounds, according to The Sunday Times Rich List — has been in the public eye and in the tabloid headlines.
Every detail of her love life and business ventures; her and her sister Tamara’s love of Hermès Birkins, and her jet-setting youth have been tabloid fodder for years. But it doesn’t get her down.
She’s even happy to field questions about Formula 1, which has become an even hotter topic this summer due to the film starring Brad Pitt and Damson Idris, and the new sponsorship around the sport.
She grew up in England, the home of Formula 1 motor racing, and spent some of her youth trackside. Her father was synonymous with the sport until he and his partners sold the Formula One Group, which controls the commercial rights of the sport, to the U.S.-based Liberty Media in 2017.
Asked about the surge in interest, especially among women, Ecclestone said the sport isn’t what it used to be.
“I think since the Americans bought it, and since the TV show [‘Drive to Survive’], the brand — I guess we can call it a brand now — has catapulted. It’s just so different to when my dad had it. I feel like Formula 1 used to be so authentic. It was the diehard Formula 1 fans who traveled around the world, the people who really loved the sport,” she said.
Ecclestone added: “Now, I feel like it’s become really gimmicky. When a corporate company buys into something, it’s not as personal, it’s not about the love of Formula 1, it just becomes a brand,” she said.
