Rose-Marie Swift is taking her penchant for lean, clean products to skin care.
The makeup artist and RMS Beauty founder is introducing three products to the category: a moisturizer, a serum mist and a face oil. They range in price from $40 to $64 and will be distributed at Bluemercury and Credo Beauty, Mecca Cosmetica and Sephora in the EU.
The launch coincides with Swift’s surging popularity on TikTok, which gave the brand the confidence to move into new territory.
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“Rose-Marie has become this viral phenomenon on TikTok in the last year, and all of the comments ask what she’s using on her skin,” said Elaine Sack, the brand’s chief strategic officer. “In the background, Rose-Marie has been working on these products for the last few years.”
Swift has long extolled her beauty and wellness tips — including using a variety of oils on her skin. “We kept the philosophy of simplicity for people,” she said. “We don’t have fillers and binders, and even in the moisturizer, one of the main ingredients is shea butter. Kakadu plum has the highest levels of natural vitamin C out of any oil on the market.”
The face oil is actually a permutation of the brand’s beauty oil, which launched more than a decade ago. “It still has adaptogenic herbs, and now everyone knows what adaptogens are,” Swift said.
She will also be leading the brand’s marketing on TikTok, in addition to a healthy roster of creators. “You’ll see a lot of instruction on how to incorporate the products into a routine,” Sack said. “We partnered with Kind to Biome for all three of these products since the microbiome is just such a hot topic right now. We’re going to lean into that education.”
It’s early days for the brand’s skin care offering, Swift said, who’s already whipping up new ideas. “I would be way off track if I didn’t have a cleanser,” she said. “We’re working on that. It’s fantastic, but not quite ready yet. That’s going to be major.”
Though executives didn’t comment on sales, industry sources anticipate the launch to reach $15 million in sales for its first year on the market.
“We are confident skin care will represent at least 20 percent of our total business revenue as there is a huge demand for Rose-Marie’s skin secrets from our ever growing customer base,” said David Olsen, chief executive officer, in an email.
“Further, RMS Beauty was launched on the premise of using clean products with powerful ingredients that don’t compromise efficacy to bring out your best skin, so this is a natural extension for us,” Olsen continued.