Foxtrot is launching two new beauty Rtail Brandsin 2022, the brands which launch this month, are “Best Bubs” which targets Gen Z and “Made by Definition” which targets Millenials.

Best Bubs launched with three $12 bath bombs, Rubber Ducky, Moontime and Splish Splash. Made by Definition will launch with a hibiscus clay mask, three-bath salts, two body scrubs, a bath soak, and shower steamers. Prices range from $15 to $38.

Carla Dunham, Foxtrot’s chief marketing officer, told WWD the brands were meant to add a touch of whimsy to the convenience-oriented business. “We’ve had bubble baths and bath salts for a number of years, and they’ve always done well for us,” she said. “We felt like there was more opportunity for us to carry over our success.”

Despite consumer targets, the brands are designed for broad appeal, hence the genderless branding. “People are always looking for add-ons to make the night at home feel a lot like a night out,” said Mike LaVitola, chief executive officer and cofounder. Informed by delivery data from Foxtrot’s app and online orders, the brands’ respective ranges “really mirror those exact items that we have seen already have great traction from our customers,” Dunham said.

“When we look at private label, we look at which categories are moving, and are there any spaces where the price points could be interesting,” LaVitola added. “When we can identify the trends that we think have some longevity, or a certain something we can’t find on the market, that’s when we have a lot of conviction to go after that category.”