One yr after launching its second brand, The Lip Bar can also be exploring a recent category.

The brand, founded by chief executive officer Melissa Butler in 2012, has jumped into skincare with 4 products — a cleansing balm, a cream cleanser, a toner-serum duo and a moisturizer. The range will debut on the brand’s website, in addition to in Goal, on Feb. 10. Prices range from $16 to $18.

Butler said the launch was a response to shopper demand. “Every product launch is often because our consumers are asking for it,” she said. “This one, we launched because they wanted it.”

The products are centered around prepping skin for makeup, The Lip Bar’s key category, and will probably be merchandised in-store with the brand’s makeup products versus the skincare aisle. “We decided to go the makeup-adjacent route because we wish to be certain people get probably the most out of our core products,” Butler said.

Butler has been adding skincare advantages to recent makeup launches, reminiscent of the brand’s 2019 foundation launch, which features hyaluronic acid. “We would like to crawl before we run, and that’s why we were intentional about positioning this as makeup-adjacent,” Butler said. “That is a better conversation to have because we’ve been driving that conversation, and driving that story.”

The skincare launches also include hyaluronic acid, plus mushroom and fruit extracts for added advantages. The aim of the road is to be as soothing and makeup-friendly as possible.

“We didn’t want to return out with clinical skincare, that didn’t make sense for us. People know us for makeup,” Butler said. “We’re all about easy beauty, it’s why we went for something so easy. We’ve got some hydrating ingredients, but we desired to create a quite simple system so anyone could adapt it.”

Skincare typically has higher retention rates with shoppers than makeup, and that brand loyalty is what Butler is betting on. She didn’t quantify sales, but sources estimate skincare could comprise 1 / 4 of The Lip Bar’s business is the following three years. Last yr, the corporate’s revenues were expected to double.

“We’ve got a superb amount of trust with our consumers, and we plan on continuing to drive that education,” Butler said.

The mass market has a sunny outlook for the rest of the yr. Makeup continues to be riding high post-pandemic, and skincare has develop into a greater strategic priority for each retailers and manufacturers. The Lip Bar can also be still in expansion mode. Last yr, it became a multibrand company with the 24-shade Goal launch of Thread Beauty, and likewise closed a $6.7 million series A funding round led by Pendulum and Fearless Fund.