It’s hard to find a makeup tutorial by top influencers on YouTube that doesn’t mention Sigma Beauty. When the company launched in 2009, its founders Simone and Rene Xavier, were among the first to leverage the power of social media by gifting makeup brush sets to YouTube beauty gurus, who helped the brand receive significant traction and become a cult favorite. As the brand took off, Simone and Rene left their careers in molecular biology and civil engineering, respectively, to grow the line of color cosmetics, brushes and brush tools, which are currently available in Nordstrom, Neiman Marcus, Bloomingdale’s, Sephora stores in Europe and Southeast Asia, as well as more than 250 retailers worldwide. Now, with its 10-year anniversary approaching in 2019, Sigma Beauty is celebrating its milestone early with an updated logo and website to better represent the brand.

“We sought an update to reflect our evolution from an Instagram-famous beauty brand to a mainstream player,” explained Simone of the company, which hit 3.1 million followers on Instagram this year. “Sigma Beauty’s logo also has a sleek new look, which incorporates the capital Greek letter Sigma (Σ) – a mathematical symbol that means ‘sum’ and represents the company’s commitment to a winning formula that is comprised of equally essential parts: quality, function and innovation. Additionally, our website makeover offers customers a more streamlined and engaging shopping experience.”

Key features of the updated site will roll out through 2018 and will include an advanced filter functionality that recommends brush options for specific needs; a “Shop the Look” feature with shoppable links to all products used; an option to build a customized brush set; and a “Discover” page with video tutorials and educational content. The new website will also heavily incorporate visual commerce platform, Curalate, to bring the vibrant content from Sigma’s Instagram feed to its homepage, product pages and more. There will also be freebies – guests will receive a sample the brand’s natural makeup brush cleanser with every order, and there will be a GWPs function on the cart page that tells the user how much more they need to spend in order to choose a free gift. The company will also introduce its first loyalty program, “Pink Perks,” which offers one point for every dollar spent, and rewards, such as $10 for every 100 points.

Outside of the new logo and website, Sigma is planning to expand into the skin care category in the spring with the introduction of 6 skin care specific brushes.

“As an industry leader in beauty tools and innovation, I wanted to develop a brush set specifically for skin care that leverages Sigma Beauty’s exclusive synthetic fibers, which prevent product absorption and waste, helping to extend the life of the skincare products we invest so much in,” said Rene.“What’s even better is the brush fibers are also antimicrobial and gentler than fingers for pampering and skin-prep. Plus, the reality for most of us is facials are usually a treat and not part of our regular routine, so the ultra-soft brushes in this set offer a professional-facial experience right at home.”

For its current offerings, Sigma will also begin to transition its entire permanent brush collection to feature a brand-new double-threaded screwing system technology developed to make its brushes more durable by firmly attaching the brush handle and ferrule without glue, resulting in a stronger and waterproof brush. The company will also be adding extensions to two of its best-selling products, the F80 Flat Kabuki brush and Wicked Gel Eyeliner, and will also reintroduce old favorites in improved formulas.

“Our scientific background keeps us very solution-oriented and we continue to identify gaps in the beauty industry to create innovative products consumers need,” said Simone.