The Inkey List is setting its sights on a recent category.

The brand has introduced a lip product called Tripeptide Plumping Lip Balm, which launches at Sephora U.S. on Aug. 28 and The Inkey List’s website on Sept. 1. It retails for $12.99.

Stephanie Davis Michelman, the brand’s recently minted chief executive officer, noted that the product doesn’t cause tingling or irritation like traditional topical lip plumpers. “It’s driven by science, not irritation — that’s our primary claim,” she said. “It maintains moisture, it strengthens the barrier and concurrently, it helps plump with the tripeptide complex and hyaluronic filling spheres.”

Other ingredients include chia seed oil, squalane and mango butter, amongst others. A clinical study showed that when used thrice a day, the product could plump lips as much as 40 percent in 4 weeks.

Industry sources expect the launch to achieve $10 million in global retail sales during its first yr in the marketplace.

The lip balm is coming to market at a time of growth for the category, in addition to a deluge of launch activity. It’s also an early launch for Michelman, who joined the brand in May. She was previously the chief marketing officer for Nest Fragrances. “I do know what it takes with a purpose to drive strategy, and to ensure that that you just are constructing the proper reference to the founder and balancing each brand and founder concurrently,” she said.

A part of her vision for the brand is extending hero products into franchises. “We’ve such a fantastic portfolio,” Michelman said, positing that the brand had untapped credibility in key ingredients like hyaluronic acid and concerns like pimples. “There are a handful of products which are tried-and-true, completely tested and that customers love. So, it’s finding the balance between investing in innovation and likewise coming back to your core. It’s a recent strategy for this business.”

Two of those products include the brand’s hyaluronic acid serum and oat cleansing balm, she said. “They’re two products which have been a part of our portfolio almost for the reason that starting, they usually’re more universal products. Hyaluronic acid is all about hydration, which we consider healthy skin starts with,” she said. “That’s a message that we’ve got equity in, and we should always proceed to share time and again and another time.”

Though the brand carries products with ingredients targeted to pimples, Michelman thinks it’s a category that The Inkey List can double down on. “We whisper about pimples,” she said. “Should you have a look at the product portfolio, from salicylic wash to our glycolic toner, we’ve got a whole portfolio that focuses on prevention, lively pimples and post. But we haven’t come out yet and said we’re experts in that category.”

It’s also one in all the most important categories on The Inkey List’s website, Michelman said. “We’ve a possibility to take that category to an entire recent level and discuss it in a way others aren’t talking about it yet. What are the different sorts of pimples? As a knowledge-focused brand, what are the life-style changes that bring it about? We wish to be that brand that individuals turn to, whatever reason they’ve pimples.”

The Inkey List is on the market in greater than 30 countries, and Michelman is concentrated on growing each of those businesses. “My focus today is growing what we’ve got. Our two biggest markets are the U.K. and the U.S., and we’ve got a lot potential there. Whether it’s online or offline, we are only starting to get awareness to the purpose where we’re more competitive,” she said.