One other day, one other brand.

After an lively 12 months, Amyris — the biotechnology company that acquired Naomi Watts’ Onda Beauty in April, then introduced Stripes, a menopause brand fronted by the actress last month — is considering younger with its latest launch. Called EcoFabulous, the d-to-c brand will span skincare and makeup, and launches at the top of October.

Prices range from $14 to $19 for first-time purchases. (Most of the products are refillable, and refills range from $12 to $16.) The brand didn’t comment on projections, though industry sources estimate first-year sales could reach between $5 million and $8 million.

Sustainably minded and targeted toward younger Millennials and Gen Z, the brand also prides itself on performance-minded formulations.

“We’re introducing a recent generation with the goal of being transparent, real and fun for everybody, and we don’t sacrifice performance or quality or being seen, consistent with the opposite Amyris brands we all know and love,” said Briana Bennett, EcoFabulous’ general manager.

Among the many skincare products are face oils, a moisturizer, a cleanser and a toner; makeup is comprised of a skin tint, a lip gloss, a lip and cheek tint. Jason Hoffman, the brand’s vice chairman of beauty and product experience, noted that the face oils, for instance, targeted seven different concerns, from a clarifying formula to a brightening one. “[Consumers] love skincare, they love self care, and likewise, there’s a necessity for personalisation,” he said. “We’ve created a system with a group of seven different oils, each addressing a distinct skin need.”

On the makeup front, the skin tint and concealer are launching in 26 shades. All the products include squalane, the sugarcane-derived hydrating agent proprietary to Amyris. Though EcoFabulous shares hero ingredients with sibling brands, Bennett identified its audience and categories of focus hadn’t been fully addressed within the Amyris portfolio.

“There’s really just one other brand that plays in skincare and makeup, and that’s Rose Inc. We’re leveraging learnings and technology from those other brands, and adding one other viewpoint that speaks to the Gen Z and Millennial audience, providing a probability for this group to take part in an Amyris brand with people and planet in mind,” Bennett said.

Added Jason Hoffman, vice chairman of beauty and product experience, EcoFabulous, “It’s essential to have one other voice, and one other viewpoint that speaks to a distinct audience. Gen Z is literally redefining the sweetness industry, so it’s not only strategic for Amyris, nevertheless it’s also essential to permit these consumers to grow up in a portfolio where clean beauty is created and celebrated.”

Hoffman added the caveat that EcoFabulous’ proposition — sustainably minded products with high performance — resonated across the board.

“We all know the ‘gen-zennial’ customer is our goal customer, however the more we present our brand and speak about it, we’re learning that these products really resonate beyond because they’re easy to make use of, they’re high performing they usually include higher ingredients,” he said.