Sofia Vergara is entering beauty with an aptly timed focus — sun care.

The category, which has been working to get year-round users, has gained Vergara as a recent entrant with the launch of Toty. The brand is coming to market on its website with internal supplements, a mineral sunscreen, a color-correcting cream and a makeup compact for touch-ups, each priced from $28 to $54.

Vergara, who previously had fragrances with Parlux, isn’t any stranger to beauty. That features her consumer experience, too. “I’d read each article and began to examine photo damage under the sun. I used to be in my 20s and that opened my eyes, and that’s once I began wearing sunscreen,” she said.

The brand was developed with Cantabria Labs, whom Vergara sought out as the corporate produced her favorite sunscreen, Heliocare, in Europe. The result’s 360-degree sun care, starting from internal supplements with antioxidants to sunscreen and makeup meant to be reapplied throughout the day.

“[Mitigating] sun damage is de facto what I would like to do with the road. The road is purported to protect and likewise restore. We did a number of photo damage in our younger years,” Vergara said. “The best product, which I’m already working on, will give you the chance to not only protect from future damage, but in addition attempt to reverse existing damage.”

Vergara can even be appearing on HSN, which can carry the brand digitally, starting in July. More expansion is on the horizon, in keeping with Paula Pontes, Toty’s chief executive officer.

“The mission of Toty is to expand the definition of sun care beyond just SPF,” Pontes, who had previously served because the CEO of Florence by Mills after a 10-year stint on the Estée Lauder Cos. “We now have some news coming in the autumn, which should you take into consideration sun care and photo aging, will correct in addition to protect. That’s how we expect in regards to the brand when it comes to categories.”

The strategy was to carry off on wholesale partnerships because “I’m a consumer feedback nerd,” she said. “I would like to see what consumers are reacting to, and one of the best method to start understanding the behavior of the patron comes from getting access to data… in fact, these days, omnichannel is critical, so we are going to keep evaluating which partners align with the brand and its message.”

Vergara and Pontes declined to comment on sales, but industry sources expect the brand will reach between $5 million and $10 million in net sales during its first yr in the marketplace.

From a demographic standpoint, Pontes expects it to resonate broadly. ”Sofia mentions how she loves the product in her 50s, her niece in her 30s loves the product, and her mom who’s in her 70s loves the product,” she said. “They talk over with consumers across age groups.”

As a part of staying true to Vergara’s own heritage, packaging includes copy penned in each English and Spanish. “Any consumer can use the brand, but we desired to bring the Latin culture and put it at the middle. Being Latina is so fundamental to who Sofia is,” she said. “We’re actually going to give attention to 20 percent of the U.S. population which are Hispanic or speak Spanish. Out website is bilingual, our products are bilingual.”

As reported by WWD, Hispanic beauty households over-index on beauty spend, and their purchasing power skyrocketed 87 percent from 2010 to 2020. “We’re talking about community — the celebration of Latin heritage for us is de facto essential. And from a business perspective, it’s really essential, too,” Pontes said.