HipDot Studios has chosen “SpongeBob SquarePants” to be the face of its new cosmetics line.

Viacom Nickelodeon Consumer Products’ partnership with HipDot will see the creation of a “SpongeBob” line that includes a palette, blush bronzer, lip glosses and face masks. The line coincides with the 20th anniversary of the cartoon series debut.

“SpongeBob has influenced everything from fashion to art to the Internet across the past two decades, so it makes sense for him to take over the beauty world as well,” says Priya Mukhedkar, vice president, packaged goods, Viacom Nickelodeon Consumer Products. “In 2019, we are celebrating the joy, positivity and sense of optimism SpongeBob has brought to people around the world, and the new SpongeBob beauty line will play on the iconic characters and colors of the series.”