SpongeBob Squarepants may be the next new — unexpected — beauty influencer, reports Forbes.

The cartoon character as partnered with HipDot Studios to launch the direct-to-consumer brand, which includes an eye shadow palette, blush bronzer, lip glosses, and face masks.

On the cartoon, SpongeBob wore lipstick once, in a blue hue named “Coral No. 5,” and it will be part of the line, of course.  

Priya Mukhedkar, Vice President of Packaged Goods at Viacom Nickelodeon Consumer Products, tells Forbes, “SpongeBob has influenced everything from fashion to art to the Internet over the past two decades, so it makes sense for him to take over the beauty world as well.”

SpongeBob Squarepants celebrates its 20th anniversary this year.