Sephora has a mighty recent initiate.

Founded by ex-Googler Madhu Punjabi and finance veteran Nisha Phatak, skincare brand Lion Pose is launching Monday on the Sephora app with its Unspotted 4X Acid Jelly Night Serum.

Retailing for $79, the serum is fueled by a 15 percent mix of lactic, glycolic, tranexamic and azelaic acids, and goals to tackle hyperpigmentation for those with darker skin tones.

On August 25, the brand (and 2022 Sephora Speed up program graduate) may even enter all Sephora doors.

“There’s an unlimited lack of research published on diverse skin tones, and skin tone matters relating to deciding what ingredients to make use of in your skin — there’s no one-size-fits-all,” said Phatak.

To assist bridge the research gap, Lion Pose enlisted the assistance of dermatologists Tia Paul and Laura Scott to tell the event of the serum, also conducting third-party clinical trials across diverse skin types to make sure efficacy.

“We tested across all skin types, but with a special emphasis on Fitzpatrick skin types III through VI — essentially the medium to deepest skin tones,” Phatak said.

For Punjabi, who has long grappled with pimples and tried all the pieces from chemical peels to punch excision to handle her skin discoloration, the Lion Pose mission is personal.

“My first attempt at solving for scarring was bleach,” said Punjabi, who was 10 years old on the time. It wasn’t until she was diagnosed with Hashimoto’s thyroiditis a number of years ago that she stopped.

“I spotted how toxic bleach might be after doing the research, and I used to be shocked — no one had told me any of this. I needed safer, more practical solutions for myself, and I just felt lost,” said Punjabi.

Deciding to take matters into her own hands, Punjabi enlisted her friend and former colleague Phatak to embark on Lion Pose, which was named after the yoga pose believed to alleviate tension within the chest and strengthen the voice.

“That’s why we selected that name — we’re pushing against restrictions within the skincare industry and bringing out the voice of underrepresented skin tones,” said Punjabi. “There are still individuals who think lighter skin is healthier skin. We imagine that even skin is healthier skin.”

To this point, Lion Pose has raised $3 million from investors including Ignite XL, actor Rob Lowe’s LH Capital, and comedian Mindy Kaling, who said in an email to Beauty Inc that after testing samples, she immediately knew she wanted to hitch the brand as an investor. “It’s like what I’ve found as a producer: More representation for more people is just good business,” she wrote.

While Punjabi and Phatak didn’t specify sales expectations, industry sources estimate Lion Pose could reach as much as $5 million in first-year retail sales.

“Our priority is to make the Sephora launch as big as possible and get people excited in regards to the brand, but greater than that, to create a brand that lasts,” Punjabi said.

As for what’s next, the brand goals to proceed targeting specific concerns including eczema, pimples and ingrown hairs. “Any issues which might be typically solved via clinically focused treatments and experts, that’s what we’re constructing the road around,” Phatak said.