07.31.23
Tula Skincare has expanded its complexion offerings with a new concealer. The new skincare-makeup hybrid is said to deliver skin-boosting benefits with high-performance medium-to-full coverage across 20 shades.
New Radiant Skin Brightening Serum Concealer is infused with Tula’s Rainbow Seabright Elixir, billed as a clinically-proven serum-like formula that instantly conceals dark circles and discoloration for longwearing, crease-proof results, while brightening the appearance of skin over time.
The formulation also contains Tula’s S6Pro Complex, a patent pending blend of prebiotics and probiotic extracts to help soothe skin, improve skin smoothness and maintain skin balance, along with eye peptides and tea leaf caffeine to help improve the look of dark circles, skin texture and eye bags.
"Expanding our complexion category to include a concealer was a natural next step for us, especially knowing the strong desire our customers have had for an eye treatment with brightening benefits." said Tula Skincare CEO Savannah Sachs. " We are excited to have another offering for our glow getters that will surely be a staple in their skincare and beauty routines."
The brand—which was acquired by Procter & Gamble in 2022— is also rolling out a shade finder on tula.com to help customers find their perfect match concealer shade, highlighting content speaking to the "no-makeup, makeup" and makeup-skincare hybrid trends across TikTok and Instagram, and partnering with a curated set of influencers and providing them with an early access link exclusively for their followers to purchase the concealer prior to launch.
The new concealer debuts on tula.com today, as well as in Ulta Beauty stores nationwide and online. It will also be featured in an upcoming issue of Ulta Beauty Magazine, with in-store complexion events planned in the coming months in multiple doors.
New Radiant Skin Brightening Serum Concealer is infused with Tula’s Rainbow Seabright Elixir, billed as a clinically-proven serum-like formula that instantly conceals dark circles and discoloration for longwearing, crease-proof results, while brightening the appearance of skin over time.
The formulation also contains Tula’s S6Pro Complex, a patent pending blend of prebiotics and probiotic extracts to help soothe skin, improve skin smoothness and maintain skin balance, along with eye peptides and tea leaf caffeine to help improve the look of dark circles, skin texture and eye bags.
"Expanding our complexion category to include a concealer was a natural next step for us, especially knowing the strong desire our customers have had for an eye treatment with brightening benefits." said Tula Skincare CEO Savannah Sachs. " We are excited to have another offering for our glow getters that will surely be a staple in their skincare and beauty routines."
A New Campaign
To mark the launch, Tula will be executing a multi-channel launch campaign across its digital platform, and organic social, paid media, and influencer channels.The brand—which was acquired by Procter & Gamble in 2022— is also rolling out a shade finder on tula.com to help customers find their perfect match concealer shade, highlighting content speaking to the "no-makeup, makeup" and makeup-skincare hybrid trends across TikTok and Instagram, and partnering with a curated set of influencers and providing them with an early access link exclusively for their followers to purchase the concealer prior to launch.
The new concealer debuts on tula.com today, as well as in Ulta Beauty stores nationwide and online. It will also be featured in an upcoming issue of Ulta Beauty Magazine, with in-store complexion events planned in the coming months in multiple doors.