Scott Barnes is back.

The celebrity makeup artist, who debuted his brand in 2003 on QVC, is relaunching it. He’s starting with hero product, Body Bling, the illuminating body makeup he became known for that will retail for $44. The plan is to relaunch the brand directly on its website, and after reprising Body Bling, Barnes will focus on other facial complexion products.

“Everywhere we go, people ask about Body Bling. It’s selling for $249 on eBay right now,” said Crystal Wood, the brand’s newly minted chief operating officer. “That’s what people know him by. Everywhere in South America, they ask when it’s coming back.”

The appetite is high, and Barnes wants to take that into other categories as well. “I’m gonna get into complexion. We’re doing Body Bling because everybody knows it, and then I want a waterproof, sweatproof one. I’m doing contouring, then we’re going to get all into the foundations,” Barnes said. “I’m the king of the nudes and glowy skin, and I want to lean into what I am.”

He has robust ambitions, but he’s not planning on launching a ton of stock keeping units with the range. “People over-produce, they make too many products. There’s so much,” he said. “But I make really amazing tools, like my brushes. But for me, I’m more of a designer and strategist and I’m more into formulation, and now I’m thinking about which products could fit into the marketplace.”

From a distribution standpoint, he was one of the first brands to break $1 million on QVC during the brand’s first iteration, and he’s planning on heading back to live shopping on TikTok. “The last piece of distribution will be selling through his master classes. He just did an amazing one in Monterey, which sold out and was standing room only,” Wood said. “First, we’ll do that from our website, grow it and have these tutorials, and then have him do the live sessions. Because he loves to talk and educate about the products.”

It’s taken Barnes time to get the formulas up to spec, but he wanted to have confidence in what he brought to market. “I have sent them back a million times. It has to be perfect,” Barnes said. “I have such a big mouth, with the books I’ve written and everything else, it has to live up to what I say.”