We’ve all heard of farm-to-table. Now, beauty is getting in on the source-local trend with a fresh way of creating skin care: farm-to-face.

One brand that’s taking this trend to heart is Farmacy Beauty, a new line of skin care products consisting of 20 sku’s that aims to combine the best in fresh, hand-picked ingredients with the best in science. It’s co-Founder, Mark Veeder, is the man behind the key botanical ingredient, a unique variant of organic echinacea purpurea, used in all of the brand’s formulas. This form of echinacea, Mark said, contains the highest known concentration of the phytochemical, cichoric acid, which is a natural antioxidant that protects skin collagen and also inhibits the over-production of melanin.

Echinacea GreenEnvy, the unique variant of echinacea purpurea found in Farmacy Beauty, is grown in Cairo, New York and then transported to Englewood Labs (the financial backer of the brand) in New Jersey, where it undergoes a cold pressing process, similar to cold pressed juices. First it is macerated, then filtered. It is never heated, which has been shown to decrease the benefits of an ingredient, said Caroline Fabrigas, co-creator and the brand’s acting General Manager. Also unique to Echinacea GreenEnvy is that it’s roots are the only part used (this is where the cichoric acid is most concentrated) and are extracted fresh thereby ensuring the products utilize the most potent echinacea.

The brand, which launched in Sephora this past fall, includes: Invincible Root Cell Anti-Aging Serum, Sleep Tight Firming Night Balm, Clear Bloom Makeup Glideaway Cleansing Oil, Eye Dew Total Eye Cream, New Day Gentle Exfoliating Grains, Rise ‘N Shine Daily Moisture Lock and Hydrating Coconut Gel Mask (in eight variants and Lip Bloom (in six variants.)

The best selling item? The Sleep Tight Firming Night Balm, a lightweight balm that transforms into an oil-gel targeting firmness, tone and elasticity.Along with Echinacea GreenEnvy, the balm utilizes extract from the South African acmella plant, which stimulates collagen; black currant seed, balloon vine extract and sunflower oil, which protect and reinforce the skin’s barrier; and vegetable-derived retinoid-like ingredients consisting of a blend of bidens pilosa extract, palm oil, cotton seed oil and linseed oil, that aim to help improve skin radiance, texture and firmness.

Packaging also incorporates a green sensibility: containers are sustainable; glass is recyclable. Items feature custom illustrations, too.

Getting the word out to consumers has been a mix of social media efforts, as well as selling the brand on QVC, which was in September. The brand will be back on-air in January. The company also did a large sampling outreach prior to launch with more than 150,000 samples. Farmacy Beauty looks to generate $5 million in sales in 2016 within existing channels of distribution, according to industry sources.