Though she’s launching an SPF, Rose-Marie Swift, RMS Beauty’s founder, has all the time been a sunscreen skeptic.

“I never wanted SPF in my products,” she told WWD. “I kept holding out for something recent, something modern, something that we could really put our stamp on.”

Her solution is RMS Beauty’s SuperNatural Radiance Serum SPF 30, which launches Tuesday. It should roll out to the brand’s existing doors with Credo Beauty and Bluemercury, and retails for $48. It has sheer coverage and is accessible in three shades.

“These usually are not a tinted moisturizer with SPF,” Swift said. “My primers are thoroughly received in any case these years, and I desired to take the thought of that supernatural type of aura, that effect on the skin. That way, we could have something different from just thick, greasy sunscreen that you just placed on and your skin sweats underneath. This seems like a moisturizer, and it goes on beautifully.”

The serum relies on non-nano zinc oxide as its sole UV filter, and likewise includes GlowPlex, a mix of peptides, quinoa seed extract, niacinamide and pea extract. It also has a luminous finish that users can construct up, strip down and reapply over full faces of makeup.

“It’s SPF 30 because I feel an excessive amount of sunscreen has too many chemicals, and we still need a little bit of sun,” Swift said. “If we had an excessive amount of zinc in there, it might get opaque, since we didn’t wish to use nano particles.”

“It’s a zinc-only SPF, and that’s where you see Rose-Marie on this product,” said Elaine Sack, the brand’s chief strategic officer. “Every thing about her [aesthetic] is super light, airy, natural and exquisite. This feels that way, and it’s great for individuals with sensitive skin.”

Neither Sack nor Swift commented on sales, but industry sources estimate the product will reach between $7 million and $10 million in retail sales for its first 12 months in the marketplace.

Swift described the product as a real-life Instagram filter. That is definitely a part of the launch strategy — an Instagram filter that mimics the product’s appearance. That, in addition to a dedicated influencer push, in-store activations with Bluemercury and a strong TikTok content schedule are also within the works.

“Rose-Marie is the brand new darling of TikTok,” Sack said, nodding to a handful of recent viral videos from the founder. “We have now quite a lot of wind in our sails immediately, between the launch and TikTok.”