Direct-selling beauty brand Younique is entering Spain, adding to its global distribution.

Younique, headquartered in Lehi, Utah, sells cosmetics and skin-care products, primarily through social media. The business’ consultants, called presenters, sell most products through virtual video-conferencing events that allow an unlimited number of participants. The products are also sold in the U.S., Mexico, Canada, Australia, New Zealand, the U.K., Germany and France.

“Younique is consistently evolving to create products that are not only revolutionizing the beauty industry, but allowing us to grow our brand internationally,” said cofounder Melanie Huscroft. “Spain was the natural choice as the country is comprised of digitally savvy, social media-engaged women who love makeup.”

Younique’s products include Moodstruck 3-D Fiber Lashes, $29; Moodstruck Minerals Lucrative Lip Gloss, $15, and Beachfront Self-Tanning Spray, $25. The brand also sells makeup brushes and other tools.

As part of Younique’s expansion in Europe, the brand is holding immersion events in Barcelona on May 3 and 4 that will allow attendees to try the products and meet with Gema Martin, vice president and Spain market representative, who will discuss the company. Spain residents can sign up to be presenters in May and products launch in the country on June 1.

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The business was founded by Huscroft and her brother, Derek Maxfield, in 2012. Younique hired Morgan Stanley’s technology bankers to explore a sale of the company several months ago, financial sources said at the time.

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