She might need a shiny latest lip product, but don’t call Rose-Marie Swift a lip gloss girl.

“I’m not,” she said. “I find lip glosses slightly tacky, they’re too shiny and so they’re too sticky to work with. You’ll be able to’t change them easily and I wanted a product that was a step down out of your typical over-the-top gloss.”

Swift’s namesake brand RMS Beauty is zeroing in on the veteran makeup artist’s own pain point with its newest launch. Called Liplights, the three-in-one lip tint is available in seven shades and retails for $28 and can debut Wednesday on the brand’s website, in addition to The Detox Market, Blue Mercury, Credo, QVC and Violet Grey.

Given the brand’s growth, expectations are high for the launch. “Our retail partners include Blue Mercury, Credo, QVC and Violet Grey, and so they’ve all grown by triple digits. We’ve seen tremendous growth with those partners,” said David Olsen, chief executive officer of RMS Beauty, adding that the business overall grew 50 percent last 12 months.

Olsen didn’t comment on sales for the lip launch, but industry sources expect it to achieve $4 million at retail in its first 12 months.

The brand new lip tints include peptides for a plumping effect, organic cocoa seed butter, shea butter and organic jojoba oil for added antioxidant and moisturizing advantages. The goal was to bring a shinier finish to Swift’s minimalist sensibilities. “These are the proper sisters to our Eyelights, which have done amazing. This hydrates, volumizes and shines,” she said.

In addition they adjust to skin’s pH to “just give that little perk to your natural lips,” Swift said.

Olsen said double-duty products are a part of what’s working for RMS. “When you have a look at every part Rose-Marie does, they multitask,” he said. “She was on QVC using a brow powder on her cheeks. All the pieces she does has multitasking advantages.”

Swift is the brand’s core influencer, especially given her résumé as a makeup artist for celebrities like Gisele Bündchen and Miranda Kerr. Olsen added that focusing more on influencer marketing and investing in out-of-home promoting has also given the brand more traction.

“Professionalizing the marketing has been something we’re specializing in as well with a 360-degree education,” he said, noting the marketing team has quadrupled in size because the brand’s acquisition by Highlander Partners in 2021. “We did outdoor promoting, wild postings, billboards, and we’ve done loads more video. It’s showing off in the outcomes, and we’ve been selling out of every part: our blush, our foundation, our highlights. We planned pretty aggressively and we destroyed all of those plans.”

He’s also “relentless about education,” given the product formats. “The brand is just not intuitive while you walk as much as it, and that’s since it was created by a makeup artist who uses it the best way she thinks is best,” he said. “For the buyer it could be slightly confusing, so we’ve had Rose-Marie be relentless about education, training everyone and ensuring that education is there.”

The brand can be tapping AR for a try-on filter on Instagram, Facebook and TikTok. “It’s interactive, social and community driven,” Olsen said.