An assortment of The Crème Shop's color cosmetics.

The Crème Shop is the latest brand to brings its K-beauty philosophy to the color cosmetics category.

The 11-year-old brand that fuses K-beauty ingredients, formulations and formats with a Los Angeles style is embarking on its first foray into makeup with 220 stockkeeping units, launching today. The products span the face, eye and lip categories with high-pigment products in formats typically seen in Korean skin care. Industry sources project the launch of the color cosmetics line will grow the brand’s revenue by 40 percent year-over-year.

“Our audience is young, expressive and smart and they want novelty and quality,” said Olive Kim, executive director of The Crème Shop. “Makeup is just a natural next step for our brand to give customers a way to express themselves. Our goal is to provide the tools, colors and formulas needed for any look.”

Since its inception, the brand has grown a loyal following through its skin-care products, beauty tools and fake eyelashes that combine fun packaging with potent ingredients, like animal character sheet masks and lip balm housed in macaron-inspired packaging. These Instagrammable products have attracted many top influencers, like Kandee Johnson, Miss Fame and Jeffree Star, who have all worked with the brand.

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After years of formulations and testing, the brand decided to launch its color cosmetics collection with such a large assortment in order to offer its customers the tools they’d need to create a full makeup look.

Kim states the collection’s point of difference in the color cosmetics category is the fusion of Korean skin-care formats and ingredients with high-pigment makeup. The range includes bronzers, blush and highlighter in cushion compacts, a format popular in K-beauty, a “Beauty Water” that includes hydrating, soothing and radiance-enhancing ingredients in a mist to be used before makeup application, and a felt-tip brow marker, which gives high-pigment coverage. Products range in price from $7 to $30.

“The collection is meant to inspire playful experimentation,” Kim continued. “Integrating K-beauty skin-care ingredients into color cosmetics gives an overall better beauty look for the customers.”

The Crème Shop is just one of a number of brands that have launched K-beauty inspired makeup. In September, Sephora and K-beauty company Memebox launched Kaja, a line of 47 stockkeeping units and in July Kiss Products launched Joah with 158 stockkeeping units at CVS.

“I think we can agree that Korean skin care has revolutionized the industry,” Kim said on how the K-beauty philosophy has made its way to the makeup category. “Consumers want that same caliber with color cosmetics.”

In addition to selling on its e-commerce site, the collection is available at roughly 2,000 CVS doors and all 15 Riley Rose locations. The Crème Shop is also in talks with other large distributors to begin carrying the line next year.

Next year the brand plans on dropping its second iteration of its Hello Kitty & Friends collaboration and adding products to its skin-care and color cosmetics collections.

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