Sephora tweens may be in the headlines, but the latest brand to land on the retailer’s shelves is for a different demographic: Gen-X.

Three months after its debut, beauty veteran Sarah Creal’s eponymous line, which is geared towards those in the so-called “forgotten generation,” launches in Sephora next week. Creal, who was the product developer behind Tom Ford Beauty as well as the co-founder and former CEO of Victoria Beckham Beauty, said her new line is the first Gen X-specific line to be stocked at Sephora. Launching online on Sept. 3 and in 22 stores starting Sept. 4, Sephora is the brand’s first retail partner.

“I wouldn’t be going there if they didn’t have this customer,” said Creal. “They clearly have this customer, but what we agree is that she could use a destination brand, and this could be a destination brand for her.” She added the Gen-X market is an opportunity that has been overlooked in beauty amid a focus on Gen-Z, Millennial and most recently, Gen Alpha customers.

Creal said that her prior relationship with the retailer helped secure the brand a quick entry into the LVMH-owned beauty giant. Sarah Creal Beauty launched in June, two years after she left her role at Victoria Beckham Beauty. Products are focusing on providing makeup formulation solutions for the concerns of customers over the age of 40, such as crease-proof concealer. Its marketing materials exclusively feature models in this age group, too.

The brand’s next product launch, set for Sept. 10, will be a lipstick collection with activist-inspired shade names such as “Madame President” and “Red v. Wade” ahead of the upcoming US presidential election.

Learn more:

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