Vintner’s Daughter’s third product has arrived.

So, too, has the cult skincare brand’s 10-year anniversary — a milestone that reaffirms winemaker-turned-skin-care-founder April Gargiulo in her steadfast mission of empowering consumers through products which can be clean, revolutionary and above all, definitely worth the wait.

“We take our standards seriously, and so launching products takes the time it takes; there’s no other option to do it,” Gargiulo said.

Over 4 years within the making — a seeming eternity in today’s hamster wheel-like product launch cycle — Vintner’s Daughter’s Lively Renewal Cleanser is now available on the brand’s website for $98.

The formula harnesses Gargiulo’s proprietary extraction process, Phyto Radiance Infusion, to bring forth a “skin-beautifying” mix of minerals, antioxidants and 19 botanical extracts including kakadu plum, aloe leaf, sunflower seed and frankincense, in accordance with the brand.

“Cleanser is something we’ve continually gotten questions on and requests for, but beyond just making a product to cleanse the skin, it was vital for us to supply multidimensional support to the skin,” Gargiulo said.

Greater than only a category expansion, the cleanser marks the brand’s first oil- and water-soluble formula to this point (to recap: the brand’s debut product, the Lively Botanical Serum, was an oil-soluble formula, while the Lively Treatment Essence launched in 2019 as a water-based complement to its predecessor).

“We didn’t formulate [the cleanser] this manner simply to say we did it, but so we could deliver essentially the most comprehensive product: one which can emulsify all the oils, dirt and makeup in your skin, but in addition deliver those ingredients like horsetail and frankincense, that may also help heal and brighten the skin,” Gargiulo said.

Industry sources estimate the cleanser could do $3.5 million in first-year sales, though Gargiulo didn’t comment on the estimates.

“We were in search of plants that, throughout history and throughout cultures, have been proven to assist amplify circulation within the skin,” said Gargiulo, adding that Vintner’s Daughter became a licensed B Corp in 2022.

“We’re disciplined about our standards of quality and craftsmanship, because we all know those two things are what drive our performance; every little thing we do is in service of our mission to make our community feel joy, gratitude and competence of their skin.”