Sarah McNamara, founder of Miracle Skin Transformer, is taking an ethnic turn with the cosmetics brand while targeting a major specialty store chain in an effort to hit the $5 million mark in annual sales this year.

This story first appeared in the February 1, 2011 issue of WWD. Subscribe Today.

The brand also is eyeing international distribution, in markets such as the U.K., Asia, Australia and New Zealand.

So far, sales on the Web, where the brand was launched last summer, have “blown out.”

McNamara has introduced three new shades for black, Latino and Asian consumers as well as a men’s product — plus the “next” item, called Treat & Conceal, is to be launched in the March-April time frame.

The trio of new Miracle Skin Transformer items come in medium tan, dark and deep dark shades. The new hues bring the total assortment for women to seven products — SPF 20 facial illuminators priced at $48 for each 50-ml. tube.

The men’s product, called Miracle Skin Transformer for Men, is a “tweaked” version of the original colorless shade, released last year. Like existing products, the men’s item is designed to minimize fine lines, reduce redness and smooth skin with naturally derived silicone.

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Treat & Conceal, priced at $36 for a 15-ml. tube, is designed to conceal fine lines and wrinkles and protect the skin. The item, which will be available in three shades — light, medium and medium dark — can be used around the eyes, McNamara noted. Treat & Conceal is intended to reduce the appearance of hyper-pigmentation with vitamin K and plant-derived collagens.

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