Hear Me Raw is getting louder.

The natural skincare brand, founded by former Burt’s Bees and Bliss chief executive officer Mike Indursky and his daughter Emma, is making its first foray into retail, launching in Fred Segal this week.

The L.A.-based specialty retailer is an unorthodox selection for a beauty brand — which is strictly what Indursky wanted. “It’s about the approach to life,” said Indursky, who launched Hear Me Raw in 2020 and said sales will hit the high seven-figure mark by the top of this 12 months. “From a marketing standpoint we predict psychographics, not demographics. Fred Segal attracts cool, savvy, educated individuals who care about their skin, their health and the environment.”

For the launch, Indursky created limited-edition packaging in Fred Segal’s signature red, white, blue and black for Hear Me Raw’s 4 products: The Brightener, The Detoxifier, The Clarifier and The Moisturizer. Just like the brand’s standard packaging, each is totally refillable and reusable, a key tenet of the brand which can also be driving sale. “We would like our jars to last a lifetime. You don’t need to recycle glass jars — reuse them,” said Indursky, who added that 100 billion pieces of packaging materials generated by the sweetness industry wind up in landfalls annually. “That’s irresponsible and unacceptable.”

Full-sized products sell for $42, while refills are $28; today, refills account for 40 percent of overall sales. “You’ve to incentivize consumers,” said Indursky. “People need to do what’s best for them and what’s best for the environment. If I could make it compromise free, then sustainability is just not an either-or anymore.”

The brand can also be expanding its lineup. In September, Good Clean Fungi Gentle Scrubbing Cleansing Balm will launch. The gel-like scrub uses 4 various kinds of mushroom to hydrate and eradicate oil, and was inspired by an article Indursky examine oyster mushrooms getting used to assist clean up oil spills. “They’re highly enzymatic and so they break up oil,” he said, “ and I believed in the event that they break up oil spills, they need to work on the face. We did some testing and so they do.”

In August, the brand is introducing a special limited-edition packaging collaboration with the gamer QuarterJade, who has greater than 1.1 million followers on Twitch. Indursky is producing about 10,000 units, which he expects to sell out in about per week.

That iconoclastic approach is typical of the chief, who’s adjusting to life as an entrepreneur. “I’ve all the time been really scrappy — at Burt’s Bees and Bliss, I remember saying, ‘we throw out our own garbage here,’” he said. “But as an entrepreneur, it’s all the things, The printer is broken? You fix it. Outlook is down? You fix it. There isn’t any T in our IT department,” he joked. “Just I.”

Still, Indursky wouldn’t have it another way. “It’s rewarding as hell,” he said, adding that Hear Me Raw hits its 2023 sales goal in April and has a sales growth rate of 200 percent. “However the wins are huge, emotionally huge.”