A latest brand is taking the stick format across categories.

Called WYOS, an acronym for Write Your Own Story, the brand is ready to debut on its website Jan. 18 with five stock keeping units, ranging in price from $16 to $24. The products include a face mask, a cleanser, a moisturizer, a shaving stick and a shampoo, all in stick format.

The thought for the brand got here to its cofounders, each L’Oréal alumnae, in consequence in shifts in consumer behavior. “We’re each consumer obsessed,” said Jamie Glassman, chief executive officer and cofounder. “Consumers are on the go, they’re traveling more….Gen Z consumers aren’t graduating into five-day-a-week desk jobs. We desired to be certain we were developing a brand that had products to match that mindset.”

Market research also pointed them to which products Gen Z consumers were buying essentially the most, though the brand is universal in its appeal. “We checked out which categories Gen Z was using essentially the most, and where we will offer the product advantages in a stick format,” said Wendy Charland, chief operating officer and cofounder of WYOS. “We’re launching with the five products, and we’ll proceed to expand because the formulas are ready.”

The products are cruelty-free and waste-free, in addition to TSA-friendly. Although Glassman and Charland didn’t comment on sales, industry sources estimate it to succeed in between $10 million and $15 million in sales for its first yr in the marketplace.

Specializing in consumer behaviors has also informed WYOS’ retail strategy. “Our position on retail is to be where the consumers are,” Charland said. “For us, that’s starting with social selling, direct selling, communicating to them exactly where they’re. The shopping journey shouldn’t be linear, but that’s where we’re going to begin constructing brand awareness, and we do have plans to expand into physical retail at the top of the yr and into 2024.”

The brand’s influencer strategy can be following suit. “We aren’t a brand with a face, we’d moderately have creators with micro-followings which have a loyal following for who they’re,” Charland said. “It’s not a typical beauty brand, it’s genderless, and we actually are on the lookout for partners who’ve an authentic voice, which is why we’re not scripting what they are saying.”

Added Glassman, “Our content creators are our consumers, they usually’re telling their stories through the brand and our marketing efforts will back that up.”

The product experience, though, may also play well socially. Charland predicts the brand’s hero to be its face mask. “It’s super visual, very TikTok-able,” she said. “Also, with a mask, you’re all the time making a large number. This really solves that. It dries down pretty quickly.”

Purpose has also played a job within the brand’s ideation. “We’re launching with a pledge of values, kind of our brand’s terms and conditions that you might have to sign to buy the brand,” Glassman said. “It’s all about acting with slightly bit more respect to one another. Not only do they get access to buy the brand, but we donate $1 to the Madhappy Foundation, which is all about moving mental health forward.”