The Mondavi name has been synonymous with Napa Valley wines since the mid-'60s. Now it will take on a new identity as Lydia Mondavi, wife of Robert Mondavi Jr., introduces 29 Cosmetics.

The line takes its name from the picturesque road that runs the length of this grape-growing region, Highway 29. It takes its signature ingredient, grape seed extract, from the family's vineyards, as well as some vineyards in Italy, where the products are made.

By phone from Napa Valley, Mondavi, who has 13 years of experience in skin care, said she wanted to create "a color line that was good for the skin." She will visit Honolulu (see box below) to introduce the line, which is exclusive to Neiman Marcus. The Ala Moana store will be the 11th in the chain to offer it.

The year-old company is strictly a family business, with mom helping out in the office and Tutu working in the warehouse.

The collection includes 80 colors, from foundations and blushes to eye palettes and lip treatments. Each is infused with red wine grape seed extract and an SPF of 15 to 20. The extract is said to protect the skin from harmful free radicals while moisturizing and reducing the appearance of fine lines.

Every color and palette has a name inspired by the wine region. For example, First Crush is a facial for the lips; Late Harvest is a palette containing Toasted Chardonnay eye shadow; and there's Vintage cream powder eye foundation.

Reach Paula Rath at paularath@aol.com.