Bobbi Brown launched a lower-priced lipstick collection, and our bank account is so happy

Big changes are coming to one of our favorite beauty brands and we couldn’t be more thrilled. Bobbi Brown is introducing a lower price range for her makeup, starting with lipstick. Their Crushed Lip Color collection will be the first offering at a more affordable price point as part of a campaign aimed to target women younger than their usual demographic.

Bobbi Brown has been around for 25 years, and in that time helped redefine what beauty is. They were among the first to diversify their products by creating a massive shade range as well as including women of color in their campaigns before most were doing so. They’ve always been leaders in the industry, and we are so curious to see how the rest of the beauty world follows suit.

You can get the Bobbi Brown Crushed Lip Color lipsticks for $29.

According to WWD, this is about 17 percent less than the luxe lip category average. Sounds like a step in the right direction to us.

The Crushed Lip Color collection is considered to be a lipstick that feels like a lip balm thanks to its comfortable, hydrating formula. Per WWD, it’ll be the first of three products introduced over the next year that will be up to 20 percent cheaper than the existing collection. Other than that, no current prices will be changing.

WWD tells us that, according to Sandra Main, Global President of Bobbi Brown:

"The impetus for Tier 0 pricing is to appeal to a younger customer where they shop...The average age of Bobbi Brown's customer is 38, but she hopes these launches skew more toward an "older Millenial," or someone in their late 20s to 35 years old."

In an effort to capitalize on this new marketing scheme, Bobbi Brown will be turning to influencers to spread the word.

Dream women like Jenna Lyons, Kristen Kish, and Kerry Diamond will be spreading the Bobbi Brown gospel.

What do you think? Does the lower price range make you more open to trying Bobbi Brown’s lipsticks? We’ll definitely be popping by Sephora and checking these beauties out.