Le Domaine has found its first U.S. retail partner.

The brand, cofounded by Brad Pitt, will enter Bluemercury online and in 20 doors on Tuesday. It includes 4 products — a cleanser, a serum and creams in two weights — and costs range from $209 to $242.

Despite the megawatt name behind it, Tracy Kline, Bluemercury’s head of merchandising, spa and provide chain, said it’s the brand’s science-backed formulations that differentiated it within the crowded skincare market. “They hit all the good points: the story, the ingredients, being environmentally conscious, patent-pending ingredients. The art and science and having this story of the vineyards and the wineries for the last 20 years to deliver this great product — we predict it’s going to be super successful.”

Le Domaine debuted last 12 months directly on its website, and includes patent-pending compounds called GSM10 and ProGR3. The bottles, aside from the cleanser, are refillable and almost entirely recyclable; the caps are constructed from upcycled wine barrels from Château de Beaucastel, a vineyard in Provence owned by the Perrin family.

“We’re constructing the business slowly and quietly,” said Marc Perrin, cofounder of Le Domaine. “We would like our story to be understood, we’re very natural, we’re limited in our footprint of our product.”

Despite that measured approach, the reception has been strong, Perrin said. Twenty-five percent of latest customers buy products on subscription, and the client base skews almost half male. The partnership also comes as he evaluates other key markets for retail partnerships.

“We’re launching with Harvey Nichols, and Printemps Deauville,” Perrin said. “We’re choosing the places we grow, and this can be the primary time the products can be available within the U.S. We all know from our website that’s our biggest market.”

It gives Bluemercury an entrypoint with male customers, Kline said — ”We would like to proceed to lure male clients into Bluemercury and have them turn out to be comfortable with coming in, caring for their skin.”

Kline is merchandising the brand as a part of The Cache, its discovery platform for burgeoning brands that debuted earlier this 12 months. “We speak about it on a regular basis. Beauty is overwhelming, there’s 10 latest brands day-after-day, and persons are drained. They need us to do the work for them, and [The Cache] has brought this curiosity and disruption that clients don’t feel overwhelmed by,” she said.

As reported, The Cache was a primary driver of Bluemercury’s record-breaking sales volume within the last reported quarter. Skincare continues to be “an enormous penetration of our business,” Kline said, adding that the service component to Bluemercury can be reaping rewards.

“Service has all the time been a part of our DNA, and we’re continuing to challenge ourselves and the way we’re more educated. We’re constructing an education team,” Kline said. “In fact, it’s our brand partners and our portfolio, but it surely really is the service aspect and the sensation people have after they come to our stores. It’s very tailored, it’s not overwhelming to them, and our beauty advisers are helping with that.”

That curatorial prowess was a part of Bluemercury’s appeal to Perrin. “We’re launching in 20 shops — it’s almost national coverage, it’ll be in most markets,” he said. “They’re very selective, they’ve a really tough selection process, and it’s a spot where only efficient brands are present. That’s where we would like to be, and as a part of the Cache, they promote the brand new brands. Though we’ve Brad, we’re still very area of interest and we would like this message to undergo. We would like people to feel and touch our products and understand the circularity.”