Thrive Causemetics is getting in on the lip category boom.
The direct-to-consumer brand is introducing its Impact-Full Smoothing Lipstick collection, which spans 12 shades and features a hydrating complex with peptides, pomegranate flower extract, sodium hyaluronate and raspberry seed oil.
“The world does not need another lipstick — we wanted to come out with something that was truly differentiated,” said Karissa Bodnar, who launched Thrive in 2015. Maxi-Lip, a peptide blend said to stimulate collagen production, gives the range its lip-enhancing capabilities.
“The [lipstick] is plumping and smoothing, both instantly and in the long term, without giving that burning sensation,” said Bodnar, whose main consumer base is comprised of Millennials.
Each lip shade is named after an impactful woman, ranging from Bodnar’s own mother, Jenni, to cofounder of the Find Your Fabulosity nonprofit Sheryl [Kurland], whom the brand has long collaborated with to provide makeup to domestic abuse survivors.
The lipstick joins Thrive’s existing lip portfolio of tints, glosses and multisticks. It’s a fortuitous time for the category overall, with data from Circana indicating lip makeup was the fastest-growing product category across both prestige and mass beauty during the first half of 2023.
“[Skin care-infused makeup] is something that has been in our DNA from the very beginning,” said Bodnar, who said Thrive averages 10 new launches a year, including limited-edition and seasonal launches like its Pumpkin Spice Latte collection.
The lipstick collection marks the brand’s eighth launch in 2023, following this summer’s introduction of a volumizing mascara and a waterproof liquid eyeliner pen. Alongside the lipsticks, Thrive will introduce eight new shades of its Lip Filler Lip Liners, which cost $24.
“We pushed the [lipstick] launch more than a year back to make sure the formula was truly ready,” said Bodnar, adding the strategic benefit of remaining a direct-to-consumer business since the brand’s inception — with the exception of a 2019 holiday stint at Ulta Beauty — is the ability to perfect and release formulas on her own timeline.
While Bodnar did not comment on sales expectations for the launch, industry sources think the Impact-Full Smoothing Lipstick collection could do around $10 million in first-year sales.
This fall, the brand will roll out a number of charitable initiatives and give-back collections, and aims in 2025 to break ground on building a school in Tanzania, in tandem with Thrive’s 10th anniversary.
“Our cause is very much community-powered,” said Bodner, who has donated $135 million to more than 500 charitable organizations since 2015.