After spending decades developing products for brands like Aveda, Laura Mercier, Révive Skincare and Perricone MD, beauty veteran Liz Martin is innovating for a brand of her own.

Launched in 2024 with the aim of addressing the needs of the 50-and-older club, Myne Beauty debuted direct-to-consumer with two skin care products — a $49 hydrating serum and a $48 night cream formulated with retinol, vitamin C and peptides.

The brand is now making its foray into the makeup category.

“Five years ago, few companies were trying to address the Baby Boomer and Gen X beauty consumer — and then during the pandemic, everybody was suddenly talking about menopause, and it became this thing where women were being defined by menopause,” said Martin, who, with Myne, sought to bring more levity to the conversation. “What I want to get across through Myne is that age and menopause don’t need to define us, but we do need products that are geared toward us.”

To that end, the brand’s latest launch, called the Haute Flash Creamy Cheek + Lip, is a multipurpose cream tint offering coming in four red, pink and purple shades. Retailing for $38 on the brand’s website and Amazon, the formula taps vitamins E and F and comes in a compact that also features a magnified mirror for easy application for easily strained eyes.

“When you’re over 50 and you’re out and about looking to touch up your lips and blush — you often can’t see yourself in these little compact mirrors. This compact, which has that 5x magnified mirror, aims to give you that confidence to go out and not have to be so conspicuous about pulling out your readers or additional lighting — it’s all right there,” Martin said.

Though the founder did not disclose sales expectations for the launch, industry sources estimate Myne could reach $1 million in sales during its first year on the market across its three-product portfolio.

“I want to have a sense of humor about aging, as opposed to it being a problem for us. It should be a celebration versus, ‘OK — we have menopause, we need to fix it. We have lines and wrinkles — we need to fix it.’ We don’t need to be fixed,” Martin said.

The Gen X beauty consumer is a powerful one in terms of spending power, though it has historically been underserved by the category. Increasingly, brands like Myne and Skyn Iceland founder Sarah Kugelman’s latest brand, All Golden, are seeking to meet the group’s needs in a meaningful way.

“I don’t even want to say 40 anymore, because there’s such a huge difference between a 40-year-old and a 50-year-old,” Martin said. “Our focus now is raising awareness and solidifying ourselves as the brand for 50-plus consumers.”