Dani Egna wants everyone to wear their heart on their sleeve. Literally.

Nearly eight years after launching her temporary tattoo brand, Inked By Dani, the founder and chief executive officer is looking to succeed in latest heights — and a wider audience — through a rebrand inclusive of latest tattoo designs and an updated, neutral-toned color scheme, logo and campaign imagery.

“[This rebrand] been a protracted time coming,” said Egna, who drafted Inked By Dani’s first designs from her University of Southern California dorm room while earning her Bachelor of Positive Arts in 2015. “Our customer has grown up with us; we wanted something that feels a bit more elevated, and has more of a gender-neutral feel to it.”

The brand — which reports to have sold greater than 30 million designs in 2022 — is launching a latest collection of face and body tattoos that lean further right into a “minimalist, fine-line” aesthetic, and retail for $12.99 per pack.

“Once I began [Inked By Dani], it was definitely just a little more fun and kitschy, but as we’ve grown, our hottest designs are inspirational words and phrases, motivational quotes, and straightforward designs — things that individuals would want as an actual tattoo,” said Egna.

The brand is bringing the identical fine-tuned approach to its fledgling nail art offerings — and beyond.

“Something we’re working on within the background is licensing; now we have a few collaborations within the works that may expand our art to other product lines and latest product types,” said Egna, who goals to construct on the success of Inked By Dani’s recent Casetify phone case collaboration by repeatedly exploring latest mediums for her designs.

While Egna didn’t specify sales expectations for the rebranded line, industry sources think Inked By Dani is on the right track to do upward of $25 million in retail sales in 2023.

“What works well for temporary tattoos is that they’re just nostalgic — you open them up and you are feeling such as you’re 5 years old at a birthday celebration again,” said Egna. “We’re still seeing such a giant Y2K revival across the board, in order that [nostalgia] is something we desired to ensure that we carried over into the rebrand.”

The revamp appears to already be working as intended: Consequently of the aesthetic overhaul, Inked By Dani will probably be landing at long-coveted retailer (and Coachella hall-of-famer) Revolve.

“Catching the attention of outlets who’ve perhaps said ‘no thanks’ previously, or whose eye we previously haven’t caught — it’s huge,” said Egna, whose largest retailer to this point is Ulta Beauty, where Inked By Dani launched in 2019 and currently resides in all U.S. stores. The brand also sells at greater than 2,400 Sally Beauty stores, in addition to at Nordstrom, Urban Outfitters, American Eagle, Asos and other retailers.

“Retail has been so key to our strategy — it’s that discovery and that impulse, where most individuals probably aren’t going into the stores being like ‘I’m here today to search out temporary tattoos,’ but once they do see it, it’s accessible and a no brainer purchase item,” Egna said.

Inked By Dani’s debut got here at a time when the temporary tattoo arena was enduring each a spike in interest and a slew of latest entrants, including Inkbox, Momentary Ink and Tattly. What has enabled Inked By Dani’s success, says Egna, is its “core focus being on hand-drawn art, and letting people tell their stories through it. That’s a vision that may proceed to evolve as we explore latest lines, collaborations and licenses — it’s limitless.”