Lifelines is harnessing the ability of sensory immersion.

The brand, founded by Melissa Bernstein, is aiming to offer stress relief via the six senses: sight, hearing, smell, touch, taste and the mind’s eye. The concept for the brand got here to life when Bernstein, who also founded toy company Melissa & Doug, was on a walk seeking to destress after testing an array of relief techniques that left her more stressed.

“I used to be in my head and at one point, the breeze blew the hair back from my face,” she said. “I instinctively put my head up and felt that lovely sunshine on my face and the breeze and it dawned on me that I had, right away, untethered from the whole lot I used to be pondering.”

It’s this experience that she’s aiming to create with Lifelines, which is launching with products that talk to the sense of smell.

“We’re starting with the sense of smell since it’s most familiar to consumers,” Bernstein said.

The lineup includes Essential Oil Blends, $6, in five scent families, including Citrus Grove, Crisp Mountain Air, Walk within the Woods, In Bloom and Spice Rush.

“We homed in on those five as being very distinct scent families that individuals are inclined to fall into,” Bernstein said, noting consumers can take the brand’s online quiz to find out which is best for them.

Along with these, consumers can go for 4 well-being blends, including Calm, Energy, Focus and Joy. For instance, one might go for a Joy mix in Citrus Grove or an Energy mix in Crisp Mountain Air.

Other tactile products include the pen diffuser, $10, which diffuses scent as one writes; Grounding Stones, $20, two meditative fidget tools combined with aromatherapy; shower diffuser, $30; bath diffuser, $20, and more.

“I began to take into consideration what are all of the experiences I am going through on a day by day basis where I could really see scent,” Bernstein said, noting she began with a morning shower and continued on to a nighttime bath.

To launch, the brand, which currently has 16 patents out for its products, is entirely focused on retail, launching at key stores like Goal, Macy’s, Kohl’s, CVS and Barnes & Noble college stores, in addition to independent retailers.

“Barnes & Noble college bookstores is one among our most significant goal markets because college students are experiencing epidemic levels of tension,” Bernstein said.

With this, the brand is not going to be selling products by itself website, as this can be a platform for education — consumers can explore products, take the scent quiz and skim content about sensory immersion. To best promote this platform, each product in retail has a QR code which consumers can scan and be directed to the web site.

Following the brand launch, Bernstein intends to proceed to expand the brand’s sense-based products, moving on to a group called Busy Hands, Calm Mind focused on touch. More scent-based offerings and a group focused on sight are to follow. Lifelines will launch between 20 and 30 products a 12 months, based on Bernstein.

In line with the brand, retail sales are expected to be within the thousands and thousands this 12 months and quadruple next 12 months.