Two Burt’s Bees veterans and a gynecologist are looking to crack the code of menopausal beauty.

The trio of founders, which includes former Burt’s Bees chief executive officer John Replogle; former Burt’s Bees general manager Mariah Eckhardt, and gynecologist Dr. Nicole Kerner, has launched Alubri, a women’s intimate care line meant to address vaginal discomfort and dryness.

Featuring a moisturizing gel, intimate serum, calming cream and vulva balm all priced under $30, the range aims to offer an alternative for women who can’t afford or aren’t eligible for hormone therapy — now increasingly used to target unwanted side effects of menopause — but haven’t found effective over-the-counter alternatives.

“We’ve seen the ‘skinification’ of every category possible, but it’s been less relevant in vaginal care,” said Eckhardt, CEO of both Alubri and its nascent parent company, Venus Health Science. “Our approach with Alubri is a combination of efficacy, aesthetics and affordability.”

Also, accessibility. Now available direct-to-consumer and on Amazon, Alubri has also secured shelf space at both Target and Walmart, where it will soon roll out online and to select stores. The team estimates Alubri could generate between $5 million and $10 million in retail sales during its first year.

“Twenty years ago, I worked on the Dove Campaign for Real Beauty, where we tried to debunk stereotypical myths of beauty; we’re trying to do that again here with Alubri when it comes to vaginal wellness,” said Replogle.

Alubri’s products are powered by a hero activated oil system developed by Houston-based life sciences company GlycosBio. Alubri has exclusive rights to the technology in vaginal care, and will soon introduce a vaginal cleanser, which also harnesses the patented system.

The brand’s products are united by an aim to boost vaginal microbiome health, which in addition to combating menopause-related discomfort can help prevent infections like bacterial vaginosis and UTIs.

“This is a shy-buy category; the consumer is just beginning to get comfortable talking about vaginal health, and we want to make Alubri something people are comfortable using and proud to discuss,” Replogle said.

Menopausal beauty has seen several entrants in recent years, including Naomi Watts’ Stripes, Joylux and Womaness, among others, but the space has yet to soar. Alubri hopes to help change that.

“With the growing conversation around menopause, women are starting to understand that this is a part of their bodies that has been stigmatized, and this conversation is driving that destigmatization,” said Eckhardt.

“While we’re targeting perimenopausal and menopausal women, these products work for every woman,” said Replogle. “You can’t start too soon when it comes to vaginal wellness. It’s like facial skin care, which has trended younger and younger over time and and frankly, that’s that’s good for the long-term care of facial skin. The same is true of vaginal tissue.”