Monat is revving up its category mix with a color cosmetics foray.

The direct seller is introducing a skin care-infused line spanning brow gel, concealer, translucent powder, gel-cream blush, bronzer, mascara and liquid lipstick — essentially, mainstays of a “prepare with me” TikTok video.

“We focused on what are the products which are actually selling more without delay, to principally create a no-makeup makeup look, which we all know is super trending,” said Zulima Garcia, global senior product development director at Monat

Prices range from $28 to $39, and ingredients include vitamin E, melatonin, caffeine and Monat’s proprietary botanical-based oil, Rejuveniqe S.

“We don’t wish to position ourselves as a makeup brand because that’s not what we’re, so it was necessary to take those advantages from our skincare category and produce them into this color collection,” said Carla Hernandez, vp of name marketing and communications.

Monat entered skincare in 2019, followed by a complement launch in 2020; last yr, the brand debuted its first hybrid makeup product — a BB cream that is available in nine shades and incorporates a similar mix of skincare ingredients to the brand new collection.

“That was the product that transitioned us into this category,” said Garcia, adding that for this line, Monat “focused on attempting to attract a younger consumer.” The brand’s current demographic skews between 25 to 50 years old, she said.

Hernandez added the expansion will allow Monat to grow its direct sales force. “There are a number of people within the direct sales industry which have not necessarily come over to Monat because they need that makeup angle — it’s a really experiential, fun thing to sell.”

Monat has 180,000 lively members of its direct sales force, whom the brand calls “market partners.” The brand consulted its 36 highest-ranking market partners, called senior executive directors, to tell the event of the gathering. “This was our first time including our SED’s within the conversation — at the tip of the day, they’re facing the sphere they usually know what the sphere wants,” Garcia said.

Though neither Garcia nor Hernandez commented on sales expectations for the launch, industry sources estimate Monat’s color cosmetics collection could do $15 million in sales during its first yr in the marketplace.

The brand will introduce two latest shades of the liquid lipstick for holiday and should release a liquid highlighter in 2024, however the priority in the meanwhile is to support the core collection. “We’d like these products to realize traction, we’d like people to discuss them, to make use of them, to get used to them, before we expand much further into [makeup],” Hernandez said.

Hair care comprises most of Monat’s business with its bestselling product, the Rejuveniqe hair oil, doing $18 million in sales a yr, in accordance with Hernandez and Garcia. The brand entered France last April and reports the U.S. and Canada are its biggest markets, with Australia being one among its fastest-growing.

Monat is the most important brand owned by Alcora, which ranked number 77 on Beauty Inc’s list of the highest 100 beauty manufacturers in 2022, posting $376 million in sales for the yr. The yr before, Alcora ranked number 55, posting $632.5 million in sales in 2021.