Goop is getting a bit more colourful.

While the brand may not seem synonymous with color, Goop is diving into cosmetics with its skin care-infused Colorblur Glow Balm, $34. In true Goop fashion, the brand approached the makeup category through a skincare and wellness-oriented lens. The product, which is available in five sheer but buildable shades, employs sea buckthorn oil, vitamin E and safflower oil to spice up moisture and protect the skin.

“The thought was the best way to get that Goop glow and still be delivering skincare,” said Goop beauty director Jean Godfrey-June, noting this launch poses a chance for extra cosmetic products in the longer term. “The formula began from skincare after which adding these great sheer pigments to it which can be a bit thing you may do in your cheek or lips and provides yourself that feeling like you simply went for a run or simply did a chilly plunge, to be Goop-y about it.”

This alternative can be reflective of Goop founder Gwyneth Paltrow’s overall approach to beauty.

“I don’t really wear makeup unless I’m dressing up for something, but that is something in between,” she said in an announcement.

Godfrey-June noted the buyer’s appetite for clean color is there, as they read the positioning’s editorial content centered around makeup and buy third-party cosmetic brands from the retail side. While the Goop fanatic is all for color cosmetics, this launch may be a way for the brand to accumulate recent customers.

“Color and particularly really fun color where it’s not about fixing a flaw…that’s at all times attractive to people and hopefully it brings in individuals who perhaps even haven’t heard of us before,” Godfrey-June told WWD.

Prior to this launch the brand released its Clean Nourishing Lip Balm, $20, first in a transparent shade, after which it added 4 ultra-sheer tinted options. The success of that product gave the brand an idea of how consumers might react to a real cosmetic launch.

“It surprised us how popular it was and when it first got here out it wasn’t tinted,” Godfrey-June said. “Then there was this concept, ‘Oh let’s tint it and see if persons are interested.’ They were super interested…The colour balms [Colorblur Glow Balms] are sheer, but they’re more buildable so if anyone wants a dramatic look, they will create one. If anyone wants something super natural, they will do this.”

The brand declined to share projected sales figures for the most recent launch.