Essano, the natural skincare brand from Latest Zealand, is targeting a recent demographic stateside.

Meant for girls older than 50, the brand’s Visible Repair range will probably be launching in Rite Aid with three stock keeping units, including a facial serum, a day cream and an evening cream, each priced at $24.99.

The road was born out of white space out there for Gen X consumers.

“We all know that girls notice differences of their skin as they undergo perimenopausal and menopausal stages of their lives,” said Katarina Scrimshaw, senior marketing manager and brand lead for Essano. “There wasn’t quite a bit talking to that age group, and we all know from research that girls at that stage of life really struggle with confidence levels. There’s nothing really talking to them from a product standpoint.”

She said the brand goals to be “pro-aging,” versus “launching an antiaging skincare. It’s about being your best inside your skin and having the boldness to go forward and be amazing women, so we launched a campaign about aging fearlessly.”

Essano is certified organic and vows to have either entirely reusable, recyclable or compostable packaging by 2025. The corporate first got here to the U.S. two years ago, and is now available in greater than 5,500 doors nationally. “Our retail partners are coming on board for this journey to deliver consumers more naturally formulated products,” said Anthony Gadsdon, cofounder and president of Essano. “It’s great to see the natural skincare category evolve into mainstream skincare.”

With a strong brick-and-mortar footprint, Gadsdon’s also focusing more on digital. “We’re constructing our presence on digital now,” he said, “nevertheless it really is, at the start, a brick-and-mortar launch strategy.”

The corporate’s sales volume is at $36 million in retail sales. Roughly $2 million of that comes from the U.S., where it is on the market in CVS Pharmacy and Rite Aid, amongst others, and Australia is its largest market. In Latest Zealand, Essano is the most important skincare brand, the corporate said.

“From a consumer perspective, there’s amazing success with the brand across Australasian markets, particularly our home territories Australia and Latest Zealand, and we’re looking toward where we are able to bring these products to additional consumers,” Scrimshaw said. “The U.S. market is the most important natural skincare market on the planet, so there’s plenty of synergies by way of consumer preferences.”