This hip new skincare line launching at Ulta speaks to millennials and Instagram culture
Meet Nia, the daughter of anti-aging centric brand StriVectin, which is geared toward millennials. The name Nia speaks to StirVectin’s patented NIA-114 technology and the brand’s ethos “not into aging.”
Six products round out Nia’s first collection, including a “Tech Neck” fighting Tech Line Smoother for $36, consider it the little sister to StriVectin’s Tightening Neck Serum Roller priced at $89. Nia is available on Ulta.com and will hit select Ulta stores March 5th.
StriVectin CEO Joan Malloy told WWD:
"Wrinkles aren’t new, but how you get them is. Anytime you’re looking down at your phone you’re susceptible to necklines because of the repeated motion of looking up and down at your phone. The average person looks down at their phone 221 times per day."
Nia packaging will feature real Instagram pics because #millennials. Expect a less “preachy” approach to anti-aging from Nia with products designed to get you ready for a girl’s night out and help you recover from a night of partying. (Less “get eight hours of sleep,” more “here’s how to recover from the lituation.”)
We can totally see ourselves pregaming with the Wash + Glow Hydrating Cleansing Foam $22, and attempting to get our ish together the next morning with the Sunday Detox Whipped Clay Peel-Off Mask, and Fake Awake Triple Action Eye Gel, both $36.
Brace yourself, Nia is gonna be huge. Look out for in-store events with Ulta, cameos by the brand in the April and May issues of Cosmo, and ultimate bae Baddie Winkle. Shop the six-part debut at Ulta.com and stay tuned for deets on in-store releases.
