After spending many years growing merchandise for manufacturers like Aveda, Laura Mercier, Révive Skincare and Perricone MD, magnificence veteran Liz Martin is innovating for a model of her personal.
Launched in 2024 with the intention of addressing the wants of the 50-and-older membership, Myne Magnificence debuted direct-to-consumer with two skincare merchandise — a $49 hydrating serum and a $48 evening cream formulated with retinol, vitamin C and peptides.
The model is now making its foray into the make-up class.
“5 years in the past, few corporations have been making an attempt to deal with the Child Boomer and Gen X magnificence shopper — after which through the pandemic, all people was all of a sudden speaking about menopause, and it turned this factor the place ladies have been being outlined by menopause,” mentioned Martin, who, with Myne, sought to convey extra levity to the dialog. “What I wish to get throughout by way of Myne is that age and menopause don’t have to outline us, however we do want merchandise which can be geared towards us.”
To that finish, the model’s newest launch, known as the Haute Flash Creamy Cheek + Lip, is a multipurpose cream tint providing coming in 4 purple, pink and purple shades. Retailing for $38 on the model’s web site and Amazon, the method faucets nutritional vitamins E and F and is available in a compact that additionally incorporates a magnified mirror for simple software for simply strained eyes.
Myne Haute Flash Creamy Cheek + Lip
Viby Inventive
“If you’re over 50 and also you’re out and about trying to contact up your lips and blush — you usually can’t see your self in these little compact mirrors. This compact, which has that 5x magnified mirror, goals to offer you that confidence to exit and never must be so conspicuous about pulling out your readers or further lighting — it’s all proper there,” Martin mentioned.
Although the founder didn’t disclose gross sales expectations for the launch, business sources estimate Myne might attain $1 million in gross sales throughout its first yr in the marketplace throughout its three-product portfolio.
“I wish to have a humorousness about getting old, versus it being an issue for us. It ought to be a celebration versus, ‘OK — we have now menopause, we have to repair it. We now have strains and wrinkles — we have to repair it.’ We don’t should be fastened,” Martin mentioned.
The Gen X magnificence shopper is a robust one when it comes to spending energy, although it has traditionally been underserved by the class. More and more, manufacturers like Myne and Skyn Iceland founder Sarah Kugelman’s newest model, All Golden, are looking for to fulfill the group’s wants in a significant means.
“I don’t even wish to say 40 anymore, as a result of there’s such an enormous distinction between a 40-year-old and a 50-year-old,” Martin mentioned. “Our focus now’s elevating consciousness and solidifying ourselves because the model for 50-plus customers.”
