On the heels of a giant 12 months for livestreaming in the wonder industry, Tatcha is jumping into the combination. 

The skincare brand will probably be launching The Silk Powder, a recent skincare powder, on the wonder livestreaming platform Newness this week. It’ll be on the market exclusively on Newness on March 4 before a wider launch on Tatcha.com and with Sephora on March 6 for $48. Tatcha is the primary brand to launch a product on the platform, each the brand and Newness confirmed.

“Traditionally, product development and launches occur in silos — a brand develops a product, then they launch the product after which they tell their customers about it. We’re so excited to have Tatcha as the primary brand to launch a product on Newness, and to work with them as they engage in real-time conversations with members of their very own community,” said Newness cofounder Jenny Qian in a press release to WWD.

Tatcha has deftly handled the shift to e-commerce over the past 12 months, most recently with the launch of The Rice Wash within the Nintendo game Animal Crossing. Now, founder Vicky Tsai sees the worth in educating an audience directly on a product. “I actually have been happening to QVC and we realized how powerful it’s to speak directly about our products. You may get so rather more information across,” she said. “On Newness, I assumed the two-way interaction helps you tailor information to what’s most significant to the community watching. It’s nice because beauty may be very personal, and there are such a lot of suggestions and tricks with each product,” she added.

The livestream extravaganza will span two days. On March 3, makeup artist and global director of artistry and education Daniel Martin will launch the Tatcha channel with Tsai, and the next day, will unveil the powder with a wide range of guests. “On Instagram, you’ve your filters, and you’ve your editing. On Newness, it’s very raw, and it’s very authentic, and it’s very real. You might be having this intimate reference to these people on this chat, and it’s something I haven’t seen in social media in an extended time,” Martin said.

Martin described the Silk Powder as a skin care-first powder, which provides skincare and antipollution advantages. It has other hero ingredients native to the brand, reminiscent of its proprietary compound, Hadasei-3, and Japanese pearl powder.

For more from WWD.com, see:

Tatcha Hires Sarah Curtis Henry as Chief Marketing Officer

How Luxury Can Make Livestreaming Work in China

The 100 Biggest Skin Care Products of All Time