Tula Skincare, known for its products based on probiotic formulas, is further expanding into complexion products with its latest launch—Radiant Skin Brightening Serum Concealer. Tula’s products often deliver “radiance”—take a look at its Radiance Kit which included an artist-designed bag.

The new clean skincare-makeup hybrid product delivers skin-boosting benefits with high-performance medium-to-full coverage. It instantly conceals dark circles and discoloration for longwearing, crease-proof results, while brightening the appearance of skin over time, the brand says.

Available in a 20-shade range, the concealer is infused with Tula’s unique Rainbow Seabright Elixir. It also contains Tula’s S6Pro Complex, a US patent-pending “super six” blend of prebiotics and probiotic extracts to help soothe skin, improve skin smoothness and maintain skin balance.

The concealer also contains along with eye peptides and tea leaf caffeine help improve the look of dark circles, skin texture, and eye bags.

Expanding our complexion category to include a concealer was a natural next step for us, especially knowing the strong desire our customers have had for an eye treatment with brightening benefits.” said Tula Skincare CEO, Savannah Sachs. ” We are excited to have another offering for our glow getters that will surely be a staple in their skincare and beauty routines.” (Sachs will step down in August 22nd when an interim CEO will take over.)

To mark the launch, Tula will be executing a multi-channel launch campaign across its digital platform, and organic social, paid media, and influencer channels. Efforts will include launching a custom “shade finder” on tula.com to help customers find their perfect match concealer shade.

Tula is also partnering with a curated set of influencers and providing them with an early access link exclusively for their followers.

The concealer will launch on the brand’s website and in Ulta Beauty stores nationwide. It will be featured in Ulta Beauty Magazine, and upcoming in-store “complexion events” are planned in the coming months.