MAC Cosmetics goes big on skin — even on the subject of makeup.

The brand’s recent Studio Radiance Serum-Powered Foundation, $46, features an 80 percent serum base and goals to serve because the radiant-finish counterpart to the brand’s longstanding matte Studio Fix Fluid Foundation.

The formula is available in 56 shades and taps 33 skincare ingredients corresponding to vitamin E, olive and jojoba oils and a ten percent hyaluronic acid solution.

“With this launch, we’re hoping to draw a Gen Z, multiethnic, young Millennial consumer,” said Rachel Lockett, vp of promoting at MAC, noting the brand’s existing foundation consumer skews Gen X — MAC is understood for pigmented products — and that face product sales constitute the most important a part of the brand’s business, from a category perspective.

Though MAC counts two existing radiant-finish foundations — its Studio Waterweight SPF 30 Foundation and Studio Radiance Face and Body Radiant Sheer Foundation — this launch marks the brand’s foray into skincare infused makeup, a trend that young, value-driven consumers want.

“At this point, skinification [of makeup] has touched nearly every category. Face is where we’re starting most intuitively, but we’re seeking to bring it across quite a lot of our portfolio,” said Lockett, adding the primary half of 2024 will see the brand bring such hybrid innovations to its lip catalogue.

Now available at MAC stores and Ulta Beauty, the muse will roll out to the brand’s full distribution, which incorporates Macy’s, Dillard’s, Belk and Nordstrom, starting Sept. 7.

Though Lockett didn’t comment on sales expectations for the launch, industry sources estimate Studio Radiance Serum-Powered Foundation could do $50 million in retail sales during its first yr in the marketplace.

“We’re pulling out all of the marketing levers for this launch — it’s actually going to be essentially the most creators MAC has ever worked with in a paid capability on any launch, to actually represent the depth and breadth of the shade inclusivity,” said Lockett, naming TikTok heavy-hitters Monet McMichael, Stephanie Hui and Jodie Woods amongst those the brand is harnessing to advertise the launch.

MAC will even offer free 10-day foundation samples in greater than 750 U.S. doors — a primary for the brand.

“Consumers can are available and get their shade matched, after which similarly, online, we’ve developed a foundation finder for people to seek out their [Studio Radiance Serum-Powered Foundation] shade using their existing Studio Fix Fluid shade,” Lockett said.

Earlier this yr, MAC bolstered its skincare business by introducing a Hyper Real line, consisting of a cleansing oil, serum and moisturizer priced from $48 to $55, and a $37 application brush. The range was nearly 4 years within the making, and sought “to construct a discipline around skin artistry,” said Drew Elliott, MAC’s global creative director, in an interview with WWD on the time.

Previously, the brand offered a Studio Moisture Cream, Complete Comfort Cream and plenty of primers and makeup removers.

“It takes a protracted time to construct a skincare brand, but where MAC has are available and may offer a area of expertise of difference is by bringing in high-performance skincare that delivers on improving your skin, but in addition enhances your makeup,” Lockett said.

The ethos guiding MAC’s Studio Radiance Serum-Powered Foundation shouldn’t be so different.

“We all know that [younger consumers] are also those which might be demanding this lighter coverage, skincare advantages, radiant finish and we expect this launch goes to satisfy their needs perfectly,” Lockett said.