Glossier is expanding its complexion offering.

Fresh from its debut at Sephora, the Emily Weiss-founded beauty brand is launching Stretch Fluid Foundation, $34, constructing off of the recognition of its Stretch Balm Concealer, released in 2016.

“We’ve heard loud and clear that our community were hoping for a foundation product that met and hopefully exceeded the bar of this Stretch concealer program,” said Kyle Leahy, chief executive officer of Glossier.  

“It’s in lots of regards an important, most outstanding launch for us this 12 months, but additionally one which we’re really eager about as a long-term construct for us and for our brand and for our community.”

Skin-first with an 89 percent skincare base, Stretch Fluid Foundation is a moisturizing, gel-cream emulsion featuring plant-derived squalane and glycerin to moisturize and nourish the skin’s moisture barrier.

The inspiration is on the market in 32 shades across seven shade categories and five undertone groups. It would launch on its website and in Glossier stores at the top of August and in Sephora in September.

At the identical time, Stretch Balm Concealer, $22, has expanded its range to 32 foundation-matching shades.

Marketing across the products includes an unretouched digital campaign showing 64 people wearing the muse in numerous weather, which is able to change to match the present weather where it’s displayed.

There can even be images and videos featuring WNBA players Ariel Atkins, Diamond Miller, Nyara Sabally, Izzy Harrison, Stephanie Soares and Brea Beal playing basketball in Tompkins Square Park in Manhattan’s East Village neighborhood, with the tag line “Stretch Beyond Expectation.” Glossier became WNBA’s first beauty partner in 2020.

“What really excites me probably the most is how we’re bringing it to market in a way that’s incredibly true to Glossier values, but additionally allows us to proceed to be disruptive and lead the industry,” said Leahy, who was tapped as CEO in May 2022, taking the reins from Weiss as sales slowed. “So how we’ve considered all the pieces from the inclusivity of our shade range to the campaign and the way we’re being revolutionary not only within the channels where we’re bringing it to life, but additionally with the best way that the campaign was shot and outdoors to the partnership with WNBA.”

As for the performance of the business recently, Leahy told Beauty Inc it has been an “exciting 12 months,” with the brand launching in Sephora in February and activating its omnichannel strategy, including opening a store in Williamsburg in Brooklyn.

“With the activation of that strategy, we now have 11 of our own stores and are in greater than 600 doors at Sephora,” she said. “We had a record-breaking launch at Sephora, one which significantly exceeded our expectations. So we’re excited concerning the momentum we’re seeing within the business.”