Relevant: Your Skin Seen is giving color to its product assortment.

The brand, which lives under retail platform Thirteen Lune, is entering makeup after launching fragrance earlier this yr, and debuting with skincare last yr. The lineup includes Rele-Wand Lip and Cheek Multi-Tint and Rele-Kiss Moisture-Wrap Lip Gloss, that are each available in six shades. Prices range from $29 to $34.

Relevant is the most recent skincare brand to get its feet wet in color cosmetics. Earlier this week, Tina Craig’s U Beauty expanded into the category with complexion, while Hailey Bieber’s Rhode unveiled tinted iterations of its bestselling lip treatments last month.

The products will debut on Thirteen Lune’s website and its flagship in Los Angeles Friday before rolling out to ThirteenLune’s shop-in-shops at JCPenney. The brand didn’t comment on sales expectations, though cosmetics could reach $6 million in first-year sales in line with estimates.

Nyakio Grieco, the brand’s founder and cofounder of Thirteen Lune, said to “absolutely” expect more activity within the category. “Skincare is at the center of the whole lot I do,” she said. “We’re using skincare advantages in each of the categories to be certain that that you just are attending to experience being in your best skin, but enhanced.”

There’s an emphasis on moisture across each products, including aloe vera, castor oil and sunflower oil within the lip and cheek tint and a proprietary technology called Maxi-Lip within the lip gloss. “Our formulas are all about hydration first,” Grieco said. “Maxi-Lip also helps to construct hydration over time.”

Grieco said the shades are natural-looking yet buildable, noting that additionally they work on all skin tones. “It is a skin-first, melanin-seen cosmetics extension,” she said.

It was deliberate to start out with smaller segments of the makeup category, versus the pillars like foundations and lipsticks. “I desired to launch with products that might be easy so as to add to your regimen,” Grieco said. “I actually have my favorite cosmetics brands, but when I walk by a shiny highlighter from one other brand or a lip gloss, those are things that could be easily adopted into your regimen.”

Relevant may also be dropping an ad campaign to coincide with the launch, starring Nicole Richie. “After I take into consideration what I desired to create with Relevant, I wanted something premium that spoke to wash and efficacious ingredients done at levels of safety for all skin tones, but I also wanted it to evoke joy and feel authentic to our mission,” she said. “When I believe of Nicole, she is the proper Relevant muse. She, too, is slightly little bit of a minimalist with regards to makeup, but in addition likes to explore, play and discover.”