Coola is moving a bit beyond its comfort zone with a makeup-setting mist.
Coola SPF 30 Organic Makeup Setting Spray, $36, which is a weightless mist that blends cucumber, aloe vera extracts, hyaluronic acid and broad spectrum SPF 30 to protect, refresh, soften and hydrate skin, will launch in April at Sephora, Ulta, Nordstrom and physicians’ offices.
“This product came out of our collaboration with Sephora, and it really fills that gap of, how do you apply sunscreen over makeup,” said Chris Birchby, founder of Coola. “Combining it with a makeup sealer, which is a very fast-moving product for Sephora, we incorporated ingredients like hyaluronic acid, which will help bring moisture into the face as well, while maintaining a matte finish.”
Similarly, Supergoop is also launching a makeup-setting mist with UV Protection in April called Defense Refresh Setting Mist with Rosemary Broad Spectrum Sunscreen SPF 50, which will be included in Sephora’s Beauty Studio to position it as a makeup product.
At Sephora, the mist will be placed in an area dedicated to sunscreen, but Birchby noted that there is potential to put it in with makeup products as well.
But the mist isn’t Birchby’s only first this month. He will make his debut on QVC in April.
“In the future we do see ourselves having more products potentially in that makeup-related space,” noted Birchby. “It’s a natural fit with sunscreen since we believe it should be worn every day.”
Although Birchby wouldn’t take financials, industry sources estimate that the spray could do more than $1 million at retail in its first year on shelves.