Relevant: Your Skin Seen is giving color to its product assortment.
The brand, which lives under retail platform Thirteen Lune, is entering makeup after launching fragrance earlier this year, and debuting with skin care last year. The lineup includes Rele-Wand Lip and Cheek Multi-Tint and Rele-Kiss Moisture-Wrap Lip Gloss, which are each available in six shades. Prices range from $29 to $34.
Relevant is the latest skin care brand to get its feet wet in color cosmetics. Earlier this week, Tina Craig’s U Beauty expanded into the category with complexion, while Hailey Bieber’s Rhode unveiled tinted iterations of its bestselling lip treatments last month.
The products will debut on Thirteen Lune’s website and its flagship in Los Angeles Friday before rolling out to ThirteenLune’s shop-in-shops at JCPenney. The brand didn’t comment on sales expectations, though cosmetics could reach $6 million in first-year sales according to estimates.
Nyakio Grieco, the brand’s founder and cofounder of Thirteen Lune, said to “absolutely” expect more activity in the category. “Skin care is at the heart of everything I do,” she said. “We’re using skin care benefits in each of the categories to make sure that you are getting to experience being in your best skin, but enhanced.”
Nyakio Grieco and campaign face Nicole Richie.
There’s an emphasis on moisture across both products, including aloe vera, castor oil and sunflower oil in the lip and cheek tint and a proprietary technology called Maxi-Lip in the lip gloss. “Our formulas are all about hydration first,” Grieco said. “Maxi-Lip also helps to build hydration over time.”
Grieco said the shades are natural-looking yet buildable, noting that they also work on all skin tones. “This is a skin-first, melanin-seen cosmetics extension,” she said.
It was deliberate to start with smaller segments of the makeup category, as opposed to the pillars like foundations and lipsticks. “I wanted to launch with products that would be easy to add to your regimen,” Grieco said. “I have my favorite cosmetics brands, but if I walk by a sparkly highlighter from another brand or a lip gloss, those are things that can be easily adopted into your regimen.”
Relevant will also be dropping an ad campaign to coincide with the launch, starring Nicole Richie. “When I think about what I wanted to create with Relevant, I wanted something premium that spoke to clean and efficacious ingredients done at levels of safety for all skin tones, but I also wanted it to evoke joy and feel authentic to our mission,” she said. “When I think of Nicole, she is the perfect Relevant muse. She, too, is a little bit of a minimalist when it comes to makeup, but also loves to explore, play and discover.”
