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Published April 2, 2021
Published April 2, 2021

This week, innovative at-mass launches took center stage, with indie entrant Shield+Heal finding white space in the lip care category while incumbent Olay launched three dermatologist-approved body treatment collections. At the opposite end of the spectrum, Louis Vuitton launched 2,000 bottles of a limited-edition oud for the Middle East market, each bottle priced at €1,200.

Shield+Heal: Safety obsessed has become the new buzz in beauty and wellness. Industry veteran Lisa Adams identified white space created by the pandemic early and developed Shield+Heal to capitalize on the health and hygiene emphasis through the lens of lip care. As the world went into lockdown, Lisa went to work—the result is protective beauty solutions masterfully infused with clean, good-for-you ingredients that protect the whole family with natural germ-fighting ingredients. The products launched on on 3/7, and in less than a month the brand received 28 purchase orders to meet demand. The brand anticipated onboarding additional retailers this year. The brand’s goal is to create a range of purposeful products for the mass market, and have every product be its own hero.

Ruby Gertrude Apothecary: Created by celebrity make-up artist Dillon Peña as an homage to his great-grandmother. Dillon believes that skincare isn’t the only thing that should be clean and nontoxic—home fragrance is the ultimate luxury. Unwilling to compromise on quality for quantity, the brand uses only natural fragrances and crafts its products in the USA. The brand launched with three candles priced at $48.

Luxury Launches

Parfums de Marly: The indie fragrance house launched its newest unisex fragrance Greenley inspired by the pure energy of spring and a tribute to nature. The scent has a fresh opening blast of Sicilian bergamont and green apple with a woody heart of cedarwood, leading to elegant amberwood base notes. The fragrance launched globally and is priced at $299.

Louis Vuitton: Created just for the Middle East market, Louis Vuitton’s new Pur Oud fragrance pays homage to the region’s iconic note with a scent composed almost entirely of natural oud essence concentrated at 10 percent of the formula. Vogue Arabia Perfumer Jacques Cavallier Belletrud explains, “I wanted to create something exceptional, that smells like a luxury,” he shares. “I was amazed by the way women and men practice layering in the Middle East, mixing and applying their very personal oud preparation. I wanted to offer an oud signature from Louis Vuitton, which is why I’ve invited the Middle Eastern style of perfumery into the Louis Vuitton bottle.” Available in an edition of 2,000 bottles priced at €1,200.

Launches at Premium

Atolla: The customized skincare company has launched two new products to complement its serum to create the Atolla Custom Routine. The Atolla custom products are specifically formulated to work together as the foundation of your routine, with each product boosting the effectiveness of the others through complementary actives. The products are available on the brand website through four subscription options priced from $39–$79.

Antipodes: The scientific green beauty company from New Zealand just launched Culture Probiotic Night Recovery Water Cream. This probiotic-infused formulation contains Kalibiome AGE Probiotic, an innovative compound scientifically validated to strengthen the skin barrier and contribute to increased skin elasticity and hydration, while simultaneously reducing roughness and redness. Available on the brand’s website priced at $50.

Ciaté: This newest addition to the brand’s dewy products is packed with skincare benefits, including dragon fruit extract, a brightening blend of vitamin C and yuzu for extra glow, and hyaluronic acid for supple, hydrated skin for up to 12 hours. Unlike traditional foundation, Dewy Skin‘s cushion-like formula provides a semi-sheer glass glow skin tint available in 10 stretchable shades that work across all skin tones. The product retails for $32.

NYX Professional Makeup: Leaning into Gen Z’s love for all things retro, meet the Tetris Collection, sure to excite beauty, gaming, and entertainment fans alike with a limited-edition collection that brings back the fun of the ’80s game with the Tetris Jumbo Shadow Palette, Tetris Epic Liner Kit, and two Tetris Lip Kits. Available on the brand’s website and Ulta.

Virtue Labs: With 40% of women facing visible hair loss by age 40, makers of the multi-award-winning biotech hair care brand Virtue launched a new product range specifically to target female hair loss and provide thicker, fuller, and healthier hair. Powered by two ground-breaking Keratin proteins and born from regenerative medicine, Virtue Flourish products cleanse, purify, and enrich the scalp, creating fertile ground for hair to grow. Products are priced between $28–$58 and are available at and Blue Mercury.

Warpaint: Acting on community feedback, the brand lunched a Concealer Pen to address dark under eyes, one of the biggest beauty concerns the brand hears. The product provides a simple fix that takes seconds and looks completely natural. The product is available in five shades and priced at $26.

Mass Launches

Olay: Tapping into the body care trend, Olay launches three treatment-based dermatologist-approved body collections: Retinol, Exfoliating, and Dermatologist Designed Collection. Available at most major retailers and priced at $7.99.


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