Business Categories Reports Podcasts Events Awards Webinars
Contact My Account About

2021 WEEK 20: NEW LAUNCHES AND RELAUNCHES

Published May 21, 2021
Published May 21, 2021
Beach House

The highlight of this week may not be the launches, but the relaunches. Make and Julep have relaunched under new ownership, emerging revitalized and repositioned to the current beauty landscape.

Re.fil: Birchbox is giving brand incubation another go, reflecting a commitment to accountability and action to reduce waste. The sustainable in-house brand debuted exclusively to Birchbox subscribers in their April boxes. Re.fil reimagines daily beauty routine staples with clean products that are good for the skin and good for the planet. The first product to launch within the Re.fil category is a multipurpose Beauty Balm packaged in a refillable case made from 100% recyclable post-consumer recycled (PCR) plastic. The unique design means the Beauty Balm is 95% reusable. Priced at $12 and $8 for the refill.

Cosmetique: Makeup artist Joyce Bonelli has prepped the skin of her clients for decades and understands that a seamless makeup application starts with healthy skin. She knows how makeup reacts, settles, and stays coupled with makeup products; with this knowledge she’s been able to formulate a line of essentials that are both luxurious and versatile for all skin types. The brand launched with four products all priced at $25 with Walmart, both in-store and online.

Uncommon Beauty: Reality star-turned-entrepreneur Kristin Cavallari is expanding her brand empire into the beauty realm. The range consists of a highly edited assortment of five clean skincare daily essentials. The products will be available on the brand’s website and at Cavallari’s Uncommon James retail stores in Nashville, Chicago, and Dallas. Products are priced from $15 – $62.

RELAUNCH

Make Beauty: Under the new ownership of Ben Bennett, founder and CEO of incubator and investment firm The Center, and in partnership with Carrie Barber, former art director at Violet Grey, Make Beauty 2.0 relaunched with a focus on skincare. The new positioning is described as “harnessing the advancements of biotechnology to formulate with sustainable botanical materials, lab-engineered natural ingredients, and skin-compatible synthetics that go beyond the concept of clean.” The brand is now available DTC .

Julep: The 14-year-old brand, once renowned for its subscription boxes, presents a 360-degree refresh grounded in basics made better with good-for-you ingredients, clean formulas, and reimagined packaging. The expertly edited range of essential tools, makeup, and skincare is accessibly priced and Target Clean-certified. In addition to the new look, the brand is rolling out an inclusive, digital-first strategy that features uplifting storytelling and content. To strengthen and expand its community, the company has enlisted a group of avid fans to serve as Julep Mavens in lieu of traditional models, celebrity spokespeople, makeup artists, dermatologists, or macro-influencers. This diverse group of ambassadors will share the everyday beauty solutions that work for them—one hard-working woman to another.

CATEGORY LAUNCHES

Meaningful Beauty: Noticing the change in her hair as she aged, Cindy Crawford is tapping into a plant-based alternative to keratin (KeraVeg18) and an antioxidant complex from the proprietary melon extract in the brand’s skincare range to address hair aging. The collection aims to restore hair thickness, hydration, strength, and shine and is priced from $36 to $59.

<p>Julep - Your Favorite Face Polish</p>
<p>Peach - Refillable Deodorant Case</p>
<p>Amur Leopard - Sanctuary</p>
<p>Manucurist - Green Flash</p>
<p>Maya Chia - The Super Lift Vitamin C-More</p>
<p>Innbeauty Project - Green Machine</p>
<p>Versed - Instant Gratification</p>
<p>Boy Smells X Sky Ting - Smell Ting</p>

PREMIUM PRODUCT LAUNCHES

Peach: Grove Collectives expands the Peach brand domain beyond the shower with the launch of a 100% plastic-free refill system priced at $19.95 per set. The Body Lotion, All-Over-Body Balm and Deodorant are all housed within infinitely recyclable aluminum refill cases. These solid formulas are created with better-for-you ingredients that are EWG verified and cruelty-free / Leaping Bunny certified. Peach Deodorant is clinically tested to provide 48-hour odor protection. Since launching in 2020, Peach has helped consumers kick plastic out of their showers, preventing over 54,000 lbs of plastic from entering landfills.

Immunocologie: The brand continues category innovation with the launch of its next generation of sheet masks that harness the power of natural minerals, using patented Lava Gel technology embedded in its new Natural Warm Black Lava Sheet Mask. Sustainably sourced from the depths of the Great Salt Lakes of Utah, primordial black volcanic rock extracts have been formulated into a therapeutic soothing gel, specifically programmed to create a level of heat and transdermal remedy to achieve deep mineral skin absorption bringing rejuvenation, brightening, and hydration to the skin. Priced at $15 for a single mask, and a 4x pack is $55.

Scentbird: In an effort to raise awareness and help save endangered species, Scentbird has launched a new fragrance line, Sanctuary, that will debut with two fragrances, Red Panda and Amur Leopard. The brand will donate 20% of all Amur Leopard fragrance proceeds to the Phoenix Fund and 20% of all Red Panda fragrance proceeds to the Red Panda Network. Both scents retail for $98.

Manucurist: The Parisian nail brand taking the US by storm with Green Flash, the world’s first, and still only, plant-based alternative to gel nails, launched 14 new bold vivid shades.

Maya Chia: This clean beauty indie has added Lift Super C-More Treatment to its lineup. The ultra-lightweight proprietary formula deeply penetrates the skin and rapidly absorbs. This breakthough vitamin C treatment moisturizes, lifts, firms, brightens, and acts as a primer under makeup. The product launched exclusively with Credo and is priced at $110.

Innbeauty Project: A texture unlike any other, Machine Vitamin C + Green Superfoods Jelly is a skin-transforming, topical liquid vitamin that brightens, clarifies, hydrates, firms, and smooths. The oil/jelly hybrid is infused with patented ingredient technology, 250,000 plant stem cells, and 15 super greens in every bottle. Available in Sephora and priced at $32.

Versed: This new dermaplaning tool provides at-home professional physical exfoliation that removes dead skin and facial hair for a smoother-looking appearance and better penetration of products. The Instant Gratification features a slip-free grip designed for precision control and a stainless steel, single-edge blade to safely and effectively remove dead skin cells and facial hair. Available on the brand website for $19.99.

Boy Smells x Sky Ting: What began as a bi-coastal friendship between Boy Smells co-founders Matthew Herman and David Kien and Sky Ting co-founders Krissy Jones and Chloe Kernaghan evolved into a collaboration as a result of their collective commitment to promoting inclusivity and acceptance into daily rituals—a core aspect of both companies’ respective missions. In mixing scents the same way Sky Ting blends different yoga lineages and practices from traditional medicine to dance parties, the resulting candle is a meditative medley that’s genderful and sexy, earthy while dreamy, to fully capture the essence of both brands. Scent Notes: Sichuan Pepper, Anjelica Seed, Jasmine, Green Galbanum, Fig, Crisp Amber. Priced at $39.

×

2 Article(s) Remaining

Subscribe today for full access