Walmart is planning to launch a new beauty brand that is directly targeted to tweens, a demographic with an estimated 2 billion dollars buying power. Walmart’s new brand called GeoGirl will debut in February and will be replacing the Mary-Kate and Ashley cosmetics range.

The skin care and makeup products from the brand are designed to be eco friendly as the brand aims encouraging a responsible attitude towards environmental problems.

“GeoGirl is about teaching this generation about beauty care in a responsible way. This [line] is a great learning experience for us to determine how to communicate with this generation,” says Carmen Bauza, Wamart Stores Inc.’s vice president and divisional merchandise manager of beauty and personal care.

The GeoGirl brand, owned by Pacific World may eventually become a lifestyle brand granted it will fulfill the sales projection made. “These are real cosmetics with natural ingredients that will create return purchases and create a true beauty consumer,” adds Joel Carden, executive vice president, marketing and sales for Pacific World.

The cosmetics have formulas which are well suited for a youthful, delicate skin. Natural ingredient chamomile, lavender,white willow bark and calendula as well as pomegranate and green tea extracts are just some of the ingredients contained in the products. In addition, the products will be paraben, phthalates and sulfate frees and synthetic colors and fragrances will be avoided to discourage skin allergies. All the 69 items from the brand are dermatologically tested. And to further promote a green attitude, the packaging will also be recyclable.