Lumene, a Finnish beauty brand, has redesigned its packaging – in time for its launch at Rite-Aid stores in early February.

Now, the brand has a more clinical look, with products in white airless bottles accented with silver; white jars with bright orange lids; and white squeeze tubes with hot pink caps. Product benefits are highlighted on the new packaging.

There’s also a new BB Serum, and Lumene’s Vitamin C+ has changed its name to Bright Now Vitamin C+, to call out product benefits.

The Lumene brand includes 10 skus, plus there are an additional 9 skus under its new Time Freeze brand. Lumene’s ‘star’ ingredient is vitamin C, while Time Freeze products contain arctic lingonberry extract, and targets older women.