Direct-seller Monat has launched skin care, and so far, it’s doing well.

The brand, which is best known for its hair-care products, launched an eight stockkeeping unit skin-care line on Sept. 15 that has blown through sales projections and did $4 million in sales in 36 hours, according to the company. Original projections estimated the line would sell $2 million in the first 48 hours.

Monat sells its products through a direct sales force with more than 250,000 “market partners.” The company is growing quickly, and posted more than $365 million in sales for 2018, the company said. Monat is the biggest brand from Alcora, which also owns Hairgurt and Pardon My Pretty. In total, Alcora posted nearly $435 million in sales for 2018, according to the WWD Beauty Inc Top 100.

Monat’s hair formulations center around antiaging for hair. The new skin-care range, priced between $45 and $120, is also antiaging. The lineup includes Be Balanced Foamy Cleanser and Be Balanced Lightweight Moisturizer, Be Gentle Creamy Cleanser, Be Gentle Nourishing Moisturizer, Berry Refined Scrub, Eye Smooth Nourishing Eye Cream, Rewind Age Control Nectar and Skin Revitalizing Essence. Formulations center around botanical oils, plant-based stem cells and peptides.

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