Following a hair care product launch last year, Glamsquad debuts a color cosmetics line.

Glamsquad is getting into makeup.

The five-year-old on-demand beauty brand entered the hair-care category last year with a debut line of sprays, a dry shampoo, oil, a lotion, a treatment, a mousse and a travel kit. The company is now building out its product assortment by adding a color cosmetics line that debuts with a setting mist, lip balms, highlighters and a face primer.

“Hair tends to be about 60 percent of the business and makeup tends to be about 35 percent of the business, so it was a natural evolution to launch makeup after hair,” said Poupak Sionit, Glamsquad’s chief marketing officer. “Our goal is to be a beauty brand that’s powered by technology and that encompasses services as well as selling products. We know that women love to try products especially with an expert before they buy them and Glamsquad is the ultimate testing environment.”

Glamsquad has completed more than 700,000 appointments over the past five years. The company is said to have grown at a rate of 50 percent year-over-year since its launch; it is projected to continue to grow at that rate in 2019.

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Industry sources estimated that Glamsquad’s hair-care line would do between $3 million and $5 million within its first year. Sionit said that, so far, the line is “doing really well,” though she declined to talk sales specifics.

All products in Glamsquad’s makeup line are vegan, cruelty-free and free of parabens, phthalates, sulfates and mineral oil. The Ah-Mazing Setting and Hydrating Mist and Take a Tint Lip Balms are priced at $22, and the Enlightened Highlighters and Morning Glow Radiant Face Primer are priced at $28.

“We at Glamsquad are here to help simplify things and debut with these four essential makeup heroes that we truly believe should be in every person’s makeup bag,” said Kelli J. Bartlett, Glamsquad’s newly appointed artistic director. “Our makeup artists and our clients are always going to be product junkies. We wanted to create products that were universal for all skin types [and] skin tones and [would] play really well with all of the other makeup that you might already have in your kit.”

More from WWD.com:

Glamsquad Expands Offerings With Debut Line of Hair Care

Glamsquad: From High Touch Service to Beauty Brand

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