The founders of HoliFrog are leaping right into a recent channel.

Emily Parr and Majeed Hemmat, the founders of skincare brand HoliFrog, are taking their situationally minded proposition to the mass market with a recent brand called Current State of Skin. It is going to debut with its own website, Goal Corp. and Whole Foods next month, and enter the U.K. in partnership with Cult Beauty in March. 

Parr didn’t comment on sales, but industry sources expect the brand to succeed in $8 million in revenues during its first 12 months.

Prices range from $15 to $22. Parr, who began her beauty profession within the mass market, said an accessibly priced brand was all the time within the cards after establishing credibility within the prestige arena.

“In most instances, you may start high after which go low, but you may’t start low and go high,” she said. “Also, the industry wasn’t quite there yet once we began conversations in 2018, from a chemist standpoint in addition to an ingredient supplier standpoint. We feel the industry has caught up, and we were capable of do that price point extremely well.”

Current State’s inaugural lineup features Vitamin C + Super Greens Brightening Serum, Peptide + Caffeine Firming Eye Cream ad Aoe + Algae Lightweight Gel Cream. In all, there are three cleansers, three serums, two moisturizers and a watch cream. Ingredients include salicylic acid, vitamin c, hyaluronic acid and retinol, that are denoted on each bottle.

“Our philosophy is ‘situational skincare,’” Parr said. “It’s essential to have a relationship along with your skin where you may understand it has different needs and desires on any given day. That is all about intuitive skincare…it was necessary for us to drive that philosophy home, to have the option to deliver multiple different routines for people.”

Current State of Skin is rooted in optionality, and Parr is aiming for the sweet spot between flexibility and ease. “We’re not telling people their routine must have six, seven, eight or nine steps,” Parr said. “We’re telling people, ‘we’re providing you with the tools for whatever state your skin is.’ I do three steps every time I do my skincare routine, and I follow the identical philosophy for my hair as well.”

To that end, hair as a category is on Parr’s radar for expansion. Shorter term, though, the brand is working on one other serum, cleanser and an SPF.

Current State of Skin may also offer straight-forward ingredient information and claims. Presenting hero ingredients right on the bottle is how Parr is communicating the brand’s value proposition. “The buyer can say, ‘Wow, we now have six different antioxidants on this, eight several types of vitamins.’ They will start tallying up the worth proposition and in addition learn ingredients in this manner. We didn’t need to be confusing for the patron. We weren’t attempting to get fancy with the names, we wanted it to look cool and be functional if you take a look at the bottle,” she said.

“That is about putting the patron in the driving force’s seat,” Parr continued. “Be your personal expert. Nobody knows your personal skin higher than you.”