Isle of Paradise is expanding its horizons — and assortment.

The brand, known for its buzzy tanning drops — #isleofparadise has greater than 95 million views on TikTok — is introducing body care, including two three-stock-keeping-unit collections spanning exfoliants, cleansers and moisturizers. Prices range from $22 to $28. They debut this week at Sephora.

Though it’s a latest category, Marc Elrick, founder and chief executive of Future Beauty Labs, Isle of Paradise’s parent company together with Byoma and Tan-Luxe, said it’s a natural progression of the brand’s raison d’être.

“It was at all times about how we make people feel like the most effective version of themselves, and the way will we help them on the within by helping them on the surface. For us, it’s combining that zeal for body confidence, self-love, self-acceptance and that’s at all times been our DNA,” he said. “Our mission is to rework body care with efficacious products that transform your skin and, most significantly, how you are feeling.”

The Brilliantly Vivid collection includes vitamin C, hyaluronic acid and niacinamide for brightening advantages; sister collection Confidently Clear relies on salicylic, lactic, mandelic and polyglutamic acid to smooth out skin.

Expanding into body care can be a big business opportunity, with industry sources projecting the brand to succeed in $100 million in global retail sales throughout the next two years available on the market.

Elrick didn’t comment on the estimates, but said his data-led innovation strategy has a proven track record. “We have now this engine that relies on data, insight and intelligence from our customers — that informs and inspires the strategy,” Elrick said. “We’re highly connected and engaged… our customers were using our drops with other body products, and so they were continually asking for products that complement that.”

After assessing the category, Elrick also saw an area ripe for disruption. “Each body care product was either very sensorial and fragrance-led, or very functional and clinical with no emotion,” he said. “We desired to prove that each worlds could coexist.”

That feel-good factor can be central to the brand’s marketing across the launch. Elrick had his eureka moment within the shower, he said, after which dove into research on the advantages of showering. “I got myself down a rabbit hole of all this data on what I call the transformative power of the shower,” he said. “Morning showers are proven to extend creativity, and a chilly shower can enhance blood circulation. On this space, it’s concerning the initiatives we’re going to launch and lift awareness from a wellness and health perspective, and provides people tools and rituals which might be clinically robust.”

The launch also coincides with success at other brands under Elrick’s purview. Byoma, for instance, launched last 12 months before expanding into Ulta Beauty in the autumn, and at the moment, was projected to hit between $300 million and $500 million in retail sales over the next three years. Elrick employs the identical pondering across his stable of brands.

“That is going to alter how people take into consideration and use body care,” he said of the Isle of Paradise launch. “We did the identical thing with self-tanning, and the identical thing in skincare with Byoma. There’s a commonality — all the pieces we do has intention.”