Mara is entering body care. 

The brand, founded by Allison McNamara, is launching its Sea Sculpt Body Oil, $68, on Tuesday. This might be Mara’s first launch because it began selling at Sephora in January.

“Body was such a natural extension for Mara, especially being an oil-based brand. It’s all the time been something that I desired to do,” McNamara said, who was also inspired by her recent beach wedding.

“When my wife desired to get married on the beach, I used to be like, ‘You realize what, that is the youngest I’m ever going to be. I would like to look nearly as good as I can for this’ and in order that’s how I actually got into body care and using products as an extension of the face,” she said.

While the earthy-scented product includes Mara’s key sea ingredients algae and moringa, that are featured in its hero Universal Face Oil, $72, McNamara was trying to create an energetic oil to handle typical body concerns.

“I felt like there was an energetic body oil that was missing from the market that basically had targeted actives for the various skincare concerns that the majority people face like cellulite, stretch marks, elasticity, antiaging, firming, really finding an active-first body oil that may be utilized in tandem with things like dry brushing or lymphatic drainage,” McNamara said. 

The Sea Sculpt Body Oil employs three key actives: plankton to firm the skin, reduce the looks of cellulite and improve elasticity; celery seed to cut back texture and promote a healthy skin barrier, and kelp to hydrate and boost collagen production. To amplify the outcomes of the oil, the brand is the Sea Sculpt Tool, $15, for lymphatic drainage. In keeping with McNamara, after two months of usage 3 times per week along with the oil, consumers may have noticeable results.

While such a product has been on McNamara’s mind for awhile, the launch aligns with market trends, as consumers are fascinated about creating body care routines — the #BodyCareRoutine hashtag on TikTok has 1.6 billion views.

“We’re seeing a shift out there toward the ‘skinification’ of all the pieces,” she said. “Body is the following in line.”

The oil, which can launch direct-to-consumer and at Sephora, is predicted to amass between $1.5 million and $2 million in first-year retail sales, in line with industry sources. The tool will launch only direct-to-consumer to begin. 

In terms of the body care category, that is only the start for Mara, as McNamara sees a chance to grow the brand’s offerings to focus on additional concerns.

“There are a couple of other body products I’d like to play with. I’d like to be in people’s showers,” McNamara said. “Keeping consistent with our same trueness to oils is what we’ll all the time do once we go right into a recent category or we go right into a recent product inside that category.” 

McNamara also noted the brand has a skincare launch planned for the start of 2024.