Olehenriksen is setting its sights on Gen Z.

The Danish skin care brand, which was founded in 1983, is inaugurating a three-piece Peach Glaze collection featuring vitamin C-powered products — similar to the brand’s hero Truth franchise — at a more accessible positioning and price point.

Featuring a $42 Peach Glaze Glow Serum; a $35 facial mist and a limited-edition Peach Glaze Pout Preserve Lip Treatment, $23, the collection taps niacinamide, peach ferment and peach water in addition to vitamin C, aiming to brighten and hydrate the skin.

“Vitamin C has been such a key part of the Olehenriksen story, and our product development team was keen on thinking about what’s next, but through the lens of how to make the ingredient more approachable for a Gen Z audience,” said Rachel Berg, global vice president of marketing at Olehenriksen.

Indeed, Olehenriksen’s vitamin C-infused Truth Serum, $56, has been around since the brand’s founding, marking the first offering in that franchise, which today includes the Banana Bright Eye Cream, Instant Glow Moisturizer, Vitamin CC Sticks and more.

While these offerings are favorites among an “elder Millennial” audience, Berg said, Peach Glaze allows the brand to further its reach among Gen Z — the attention of whom the brand’s 2023-launched Pout Preserve Lip Treatment has more recently drawn.

“We see everyone coming into our brand now through Pout Preserve,” said Berg, adding that the product comes in four core shades — Strawberry Sorbet being the hero — plus four Glimmer, sparkle-infused shades and the sporadic limited-edition shade drop. The product launched during the earlier stages of the lip treatment craze and has since been viral as a result.

It is also Olehenriksen’s top-selling product on TikTok Shop, where the brand has generated roughly $500,000 in sales year-to-date, per Charm.io. According to YipitData, Olehenriksen’s U.S. Sephora sales from May 2024 through May 2025 were around the $42 million mark, indicating 23 percent growth versus the year prior.

“We say, ‘when in doubt, pass the pout,’ because for us, what unlocked the success of Pout Preserve was simply getting the product into people’s hands and getting them excited to talk about it,” said Berg, adding that the brand has similarly gone big on product seeding with TikTok creators to get Peach Glaze off the ground.

“You can get cheeky when you think about peach, and we wanted to lean into that and do a big tease for the launch,” she said, adding that the brand seeded Peach Glaze merchandise to 500 influencers prelaunch, later sending collection mailers, too, to the cohort for another wave of content. On its own TikTok page, the brand has teased the collection via a series of videos following a “Glazy” peach character, essentially a mascot for the Sephora-exclusive collection.

“Just like people know us for our Banana Bright Eye Cream, we want people to know us for our Peach Glaze Serum,” Berg said. “Right now, we’re overindexing with the 18- to 24-year-old audience, who know us for Pout Preserve; Peach Glaze is about establishing who the brand is with this new consumer.”