Set to debut alongside their current offerings in drugstores nationwide, this cosmetics collection will target a more affluent customer who is interested in the "natural" beauty sector.
WWD reports that NatureLuxe is being positioned as a boutique brand with the launch of a Silk Foundation and Gloss Balm which both employ natural ingredients.
The foundation contains jojoba and rosehip extracts and cucumber water, and the balm is made with mango butter, shea and other hydrating butters, instead of heavier-feeling oils and synthetics.
In a nod to the green movement, CoverGirl is using a small amount of bioresin -- a renewable, sustainable, sugarcane-derived plastic -- in its packaging.
"This is a pilot test, and as we learn, it is our intention to increase the amounts we use over time," said Dr. Sarah Vickery, principal scientist, CoverGirl Cosmetics in an interview with WWD.
CoverGirl spokesperson Taylor Swift will star in ads for the new luxury line of products.
Get a sneak peek at CoverGirl's Lip Perfection lipsticks, plus expert tips on how to rock red lips!