The founders of cult brand Glow Recipe have launched a mass market range Sweet Chef, designed to roll out in Target stores as of 27th January, 2019, according to a report by WWD.com.

The range is infused with superfoods and consists of serum shots and sheet masks, priced to compete in the mass market at $3.50 for the masks and $19.99 for the serum.

Designed by Glow Recipe Co-founders and Co-chief Executive Officers Christine Chang and Sarah Lee, the range is thought to have been designed to emulate the success of affordable K-beauty skincare.

Lee said, “These are very important categories still growing in K-beauty, and this is a great way for us to introduce the concept of natural skin care to new consumers who have wanted to try it without compromising on quality or efficacy.”

An incubator brand, Sweet Chef is the second offering to launch under Glow Recipe, with its self-titled range debuting on the market last year. Sweet Chef has been predicted to earn around $5 million in retail sales in the first year.