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2021 WEEK 17: BRAND AND PRODUCT LAUNCHES

April 30, 2021
April 30, 2021
Mattias

From Olivia Palermo to SuperDope Q and from makeup to skincare for men—influencers, zero waste, and men are the underpinnings of the new entries in the beauty category this week.

Kahn: Founded by Ash Mokhber, this new men’s skincare brand is a modern and methodical 3-step skincare routine for daily use formulated utilizing concentrated plant-based ingredients and antioxidant-rich extracts and minimal, travel-friendly packaging. Each product is manufactured locally in Los Angeles using eco-friendly practices with minimum waste. This brand is on a mission to provide men with the products and education they need to have good daily habits for their well-being. Products are available on Amazon and Verishop.

Izzy Zero Waste Beauty: Founded by industry veteran Shannon Goldberg, Izzy’s mission is to change the beauty industry’s relationship with the environment by demonstrating that consumable does not have to mean disposable. Most consumers only consider the implications of the final product, and are often unsure how to properly dispose of and recycle packaging components. Izzy Zero Waste Beauty removes the guesswork with its cyclical subscription business model while simultaneously challenging traditional notions of supply chains, product development, and marketing. The entire supply chain is located within a 400-mile radius, and centers on fully reusable components to reduce environmental impact.

The brand’s first product is Zero Waste Mascara with a high-performance, clean, vegan-friendly, and premium formula that contains microfibers for dramatic volume, length and lift. The proprietary High-Fidelity Wave Brush features a dip in the middle for mess-free application and builds lashes upward and outward without caking or clumping. The tube is made from 100% recyclable medical-grade, American-made stainless steel, and is medically sterilized before each refill. Zero Waste Mascara uses 94% less plastic than the majority of global mascara brands, and is rendered 100% zero waste by regrinding and melting down the applicators and wipers to make new ones. Even the water from the patent-pending triple-cleaning process is reused, rather than dumped in the ocean. As a certified CarbonNeutral product, Zero Waste Mascara is one of the only beauty products in the world to meet the criteria outlined by The CarbonNeutral Protocol, the leading global framework for carbon neutrality.

Izzy’s membership options make it easy for customers to return their empty tubes to Izzy with reusable shippers made from upcycled materials. Once the used mascaras are received, they are emptied, medically cleaned, refilled, and shipped out to the next customer. Each Izzy mascara is engineered to withstand 10,000+ quarterly cycles of cleaning and reuse.

Oliva Palermo Beauty: Over two years in the making, Olivia Palermo has brought her vision of beauty to life in partnership with Paris-based Marie Claire Beauty Group. The brand is described as “essentials, like with clothing, except for your face” with packaging inspired by Palermo’s jewelry collection. The range will launch direct-to-consumer with four products: illuminating serum ($40), mattifying mist ($35), matte lipstick in three shades ($38), and two eye shadow palettes ($58). WWD reported Palermo is founder and co-owner of the brand and it is neither a licensing nor ambassador deal with Marie Claire Beauty Group.

Mattias: By offering tailored-for-men makeup essentials, direct-to-consumer delivery, and tactics to normalize makeup usage, Mattias believes men’s makeup no longer needs to be taboo. The products are developed for men to easily and comfortably incorporate makeup into their routines. The brand is debuting with a Cover spot concealer available in six shades ($20) and Level tinted face cream ($39) available in three shades. The formulas incorporate performance-based ingredients for maximum results and blendability to offer a nearly invisible solution, and packaging discreet enough to seamlessly fit into a men’s bathroom cabinet.

Hair Dope: Celebrity stylist, artist, and entrepreneur, and one of the stars of VH1’s Black Ink Crew, SuperDope Q has taken his experience working in fashion with clients like Keke Palmer, YFN Lucci, Jacquees, Mulatto, and the Migos to launch a range of temporary and semi-permanent hair color. The brand was created in partnership with BrainTrust, a brand development and digital marketing consultancy, and Cre8or Global, a blended digital technology and manufacturing platform in the beauty, health, and wellness space, and launched on microsite on FanVestor.com, where fans got the first opportunity to purchase the Hair Dope line alongside perks like limited-edition branded merchandise, and once-in-a-lifetime experiences with the entrepreneurial star.

CATEGORY LAUNCHES

Jack Black: The brand expands its men’s skincare offering with ProSeries Acne Remedy to address breakouts, formulated with acne-fighting and moisturizing ingredients backed by science to treat and prevent acne without over-drying the skin. This new collection consists of three products—Acne Remedy Balancing Foam Cleanser, Overnight Repair Moisturizer, and Clearing Spot Treatment.

Everdeen: Investment banker turned entrepreneur Kimberly Ho believes there is a void to fill in the kid’s category. Formulated with Evereden’s MegaVitamin Complex, which includes amino acids, omegas, vitamins, and pre/​probiotics, the new kid’s range comes in the fragrances Cool Peach, Fresh Pomelo, and Melon Juice, and includes foaming face wash, face cream, foaming body wash, body lotion, and shampoo and conditioner. The brand is also nontoxic and plant based.

PREMIUM PRODUCT LAUNCHES

Alchimie Forever: Introducing the newest member of the Kantic collection, aka the cornerstone of Alchimie Forever, Kantic Light Clarifying Cream is a weightless moisturizer that delivers light hydration in a gel-cream texture infused with Alchimie antioxidant technology. Ideal for combination, oily, acne-prone skin types. Priced at $69 and available at Amazon, Walgreens, and Dermstore.

Ånd Fragrance: Perfumer Simon Constantine launches solid fragrance and an extension of his five-scent ethical perfume brand. Hand-crafted from Ecuadorian tagua nuts, suspended in regenerative butters, and featuring caps fashioned from responsibly recycled drinks cans, each fragrance aims to champion ways of living with ecosystems as a way of solving future needs. Fragrances available in a 5g solid form and retails for £35.

Skin Inc.: A leader in customized skin innovation that delivers clinically proven results through clinical ingredients and enhanced through devices, Skin Inc. has introduced Pure Serum-Infused O2 Cleanser, the world’s first one-step double cleansing system with a unique 3-in-1 texture, and the Pure Serum-Infused Moisturizer, a breakthrough 10-in-1 treatment for healthy, glowing skin. Each formulation includes Hyaluronic Acid for ultimate hydration, Ceramides work to repair the skin’s natural barrier and retain moisture, while Occlusives form a protective layer on the skin to seal in moisture.

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