Tula Skincare is aiming to be the go-to brand for millennials who are entering the anti-aging category with the launch of a new skin care franchise with skin-positive messaging. The new collection is called Ageless, a modern term meant to shift away from the way the beauty industry traditionally positions these types of products.

“There’s nothing ‘anti’ about aging – and we know from our recent Confidence Survey – which found that 70 percent of customers feel beauty ads degrade their self-confidence – that language matters. That’s why we’re looking to completely reimagine and rebrand this category with a fresh perspective that celebrates the concept of healthy skin at any age,” said Savannah Sachs, CEO, Tula Skincare.

The average age of Tula’s customers is 32 and in the recent study, the brand learned that 50 percent of its millennial respondents were interested in adding anti-aging products to their routines, but only 28 percent were actively using them, revealing a whitespace in the market. As a result, Tula developed the products with a specific focus on addressing aging skin concerns while speaking to the millennial audience with new vocabulary focused on the type of skin they want to achieve.

The Ageless line debuted nationwide on Tula.com and in Ulta Beauty stores on October 14 with two new products, Protect + Plump firming & hydrating face moisturizer ($58) and Wrinkle Treatment Drops retinol alternative serum ($78), as well as three existing products from the brand’s core range, Beauty Sleep overnight treatment ($64), Revive & Rewind revitalizing eye cream ($52) and Instant De-Puff eye renewal serum ($58). The new line is designed to restore the skins’ health, smooth the appearance of wrinkles and improve tone and texture using ingredients such as peptides, squalane and bakuchiol.

The launch is designed to be a natural extension of the brand’s #EmbraceYourSkin movement, and ongoing initiative that aims to inspire and empower individuals to feel confident in their skin. As part of the marketing campaign, photography will roll out featuring Tula’s “Real Glow Badge,” a newly created symbol that certifies skin in a photo has not been retouched. Last month, the brand began removing imagery from Tula.com and retailers that do not align with the #EmbraceYourSkin commitment.