Glossier Grantee And Sephora Accelerate Participant Tonal Cosmetics Has A Bold Look For A Retail Future

It’s been a big two years for Tonal Cosmetics, which won grants from BeautyMatter, Female Founder World, Corporate Women’s Council and Glossier last year and this year is participating in Sephora’s Accelerate program.

The skincare-makeup brand, which only has one product at the moment, $45 Sunveil Skin Defense Foundation, also saw a business bump in 2024 and surpassed early projections by the summer, when sales spiked 62%. Last September, it unveiled a new look swapping out pink and gold packaging for bright yellow and black packaging to house its sole product previously called Skin Perfecting Foundation. The brand declined to share how much the rebrand cost.

Tonal Cosmetics worked with The Idea Girl, a creative studio with Topicals, Hyperskin and Range Beauty on its client roster, for the rebrand. One of the main goals of it is to appeal to potential retail partners and in-store shoppers. Launched in Barbados in 2020 and traveling to the United States two years later, Tonal Cosmetics is currently available exclusively in direct-to-consumer distribution.

“It is the brand that we want it to be, and it looks like the brand that we are,” says Tonal Cosmetics founder and cosmetic scientist Christal Alert. “Physical retail is a huge part of our strategy moving forward. We wanted to stand out on shelves because we knew that that was going to be a huge part of the push for Tonal.” While not a guarantee, Sephora Accelerate participants typically wind up in partnership with the retailer. Alert says about future distribution plans, “We’re committed to expanding our distribution in a way that feels authentic and aligned with our values.”

A New York resident, Alert tested Sunveil Skin Defense Foundation’s formula in her sunny home country Barbados. The product went through eight revisions to finalize its performance, texture and shades, which it describes as “true to you.” It comes in 10 shades with names like Sand, Cacao, Mahogany and Rum and features broad-spectrum SPF 50.

Alert, who has a dual masters in cosmetic science and business management and a background in product formulation, wanted to create a sun-safe makeup product that women would actually wear, specifically women of color who she says often forego SPF due to uncomfortable textures and ashy casts. “What we found when we looked at the data was that, while only 30% of women wear sunscreen, 64% of women wear foundation every day,” says Alert. “So it was sort of a no-brainer to then incorporate SPF 50 into the foundation.” She also notes that the Black community faces a 24% higher melanoma death rate than any other demographic. “So, it’s not only that we’re avoiding sunscreen but it’s a health concern as well.”

A sole product brand for now, Alert is focused on quality over speed when it comes to future launches. “We’re very intentional about how we’re expanding our initial offering,” she says. “While working on newness, we’re focused on solving real, unmet needs for our customers, so each new addition to our line will be carefully developed to address specific pain points, rather than rushing to push out something new just for the sake of it.”

Tonal relies on organic marketing and Alert says investing in in-person experiences has helped drive revenue. Last August, she went back to her roots and hosted a mini wellness event in Barbados. In a post on Linkedin, she noted that community is the new influencer.

“I think coming out of an experience like COVID, people are craving connection, so we’ve found that the best way for us has been to get IRL with our customers,” she says. “We’re able to test the foundation on the customer, answer all of her questions and get to the root of why she’s attracted to Tonal, and what her concerns are. By creating that connection it builds trust and the customer is willing to invest in you as a brand and spend their money on your products and the experience that you are creating for them.”