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Penny Lane, the 31-year-old British model who went viral for her runway walk at Miami Swim Week, has launched duwie, an ingestible skincare brand, on Thursday, June 4. The announcement came just days after her standout appearance on the SI Swimsuit catwalk, capitalizing on the momentum from her viral moment to introduce a new venture rooted in her background as a certified holistic health coach.
Quick Facts
- Duwie launched June 4, 2026, as an “intelligent ingestible skincare” brand
- Penny Lane is a three-time SI Swimsuit model and certified holistic health coach
- Her viral runway walk occurred at Miami Swim Week on May 30, 2026
- Lane won the 2023 SI Swimsuit Model Search and earned Rookie of the Year in 2024
From Runway to Wellness Entrepreneur
Penny Lane announced duwie on Instagram with a clear brand philosophy: “BEAUTY IS PHYSIOLOGICAL. Not a CREAM. Not a SERUM. Something you TAKE. Something your body actually USES.” According to the brand’s website, duwie focuses on functional skincare that works from the inside out—a natural extension of Lane’s expertise in holistic health. She wrote in the launch post, “I’ve been working on something. It’s called duwie, and it’s built on one idea: BEAUTY IS PHYSIOLOGICAL.” The brand is already inviting followers to subscribe for updates on what the ingestible skincare line will offer, building anticipation before its full market debut.
Lane’s entry into entrepreneurship reflects her long-standing commitment to wellness education. As a certified holistic health coach, she has publicly shared her knowledge about hormone health, stress relief breathing techniques, and nutrition on her platform. Her past openness about hormone health struggles and the industry pressures she faced early in her modeling career have informed her approach to beauty—one that prioritizes internal health over external-only solutions.
Penny Lane launches duwie skincare brand after viral SI Swimsuit runway walk
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Viral Momentum and Industry Support
The timing of duwie’s launch follows Penny Lane’s standout SI Swimsuit Runway Show appearance on May 30, where her confident walk down the catwalk at Miami Swim Week captured widespread attention online. Videos of her runway moment circulated across social media, with some viewers calling her the “most beautiful woman alive” and praising her poise and presence. This viral visibility has provided significant momentum for her new business venture, introducing her name to audiences beyond the traditional fashion and modeling sphere.
The duwie announcement also received immediate support from fellow SI Swimsuit models. Hunter McGrady, a brand legend, commented “Ooooh!!!! Whatever you tell me to do.” Alix Earle, a 2026 SI Swimsuit Issue model and founder of skincare brand Reale Actives, cheered Lane on with applause emojis. Other SI Swimsuit talent, including Ali Truwit, Jocelyn Corona, and rookie Meredith Mickelson, also expressed enthusiasm in the comments, signaling strong backing from her professional community.
Building on Three Years of SI Swimsuit Success
Penny Lane has become a fixture in the SI Swimsuit world over the past three years. She joined the brand in 2024 following her win in the 2023 SI Swimsuit Model Search, earning Rookie of the Year honors that same year. She returned for her sophomore feature in 2025 and is now appearing for her third consecutive year in the 2026 SI Swimsuit Issue, with a shoot photographed in Botswana. This consistent presence has built her profile within the brand’s ecosystem and given her a platform to promote duwie to an engaged audience of SI Swimsuit fans and followers.
The launch of duwie represents a calculated move by Lane to leverage her growing influence and credibility. By combining her modeling success with her wellness credentials, she’s positioning the brand as more than a celebrity vanity project—it’s rooted in genuine expertise and a philosophy aligned with her personal values around health and beauty from within.
Sources
- Sports Illustrated Swimsuit — Brand announcement details, Lane’s background as holistic health coach, and fellow model reactions
- Yahoo Entertainment — Viral runway walk details and timing at Miami Swim Week
- AOL.com — Runway appearance and viral moment documentation
- The Sun — Model profile and career timeline
