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May 28, 2021 Kelly Kovack
May 28, 2021
Huda Beauty

The rush of celebrities launching beauty brands continues, with DJ Khaled expanding his empire with a men’s grooming range and Alex Rodriguez launching men’s makeup with Hims & Hers. This week also saw a new brand launch from Huda Beauty and a new skin care category launch from Merci Handy.

Huda Beauty: The brand launches a new franchise of everyday makeup essentials called Glowish that is described as “the love child between the mega-glam, high-performance Huda Beauty and cosmetics and clean, efficacious Whishful skincare.” With these intuitive, natural-looking, and naturally derived products, Huda has covered all the beauty bases, from ultra-glam to natural everyday cosmetics to skincare. Made up of a Multidew Skin Tint ($37) and Bronzing Powder ($31) with corresponding brushes, the line is meant to offer a lighter makeup look for the Huda Beauty consumer.

Twenty/Twenty Beauty: Created by veteran board-certified ophthalmologist Dr. Diane Hilal-Campo, MD, Twenty/Twenty Beauty is the first ophthalmologist-founded and -developed beauty line. Focused on promoting and preserving eye health, the collection has been rigorously tested and is ophthalmologist tested, approved, and safe for both sensitive eyes and contact lens wearers. After spending decades treating female patients struggling with dry eye and other painful conditions caused by makeup and beauty treatments, Dr. Hilal-Campo was inspired to start her line. The brand is launching with two products: Easy On The Eyes Daily Hygiene Facial Spray, which is a soothing Hypochlorous Acid mist, and Get Growing Lash & Brow Serum. More products will launch throughout the summer, including creamy eyeshadow sticks and a liquid eyeliner that promotes longer-looking lashes.

Ami Colé Beauty: Founded by Glossier and L’Oréal alum Diarrha N’Diaye-Mbaye, Ami Colé is inspired by Senegal, made in Harlem. The clean-beauty makeup brand is created to celebrate melanin-rich skin and embraces the “no-makeup-makeup” aesthetic. The brand is launching with three hero products developed with input from 400 women, and includes a Skin-Enhancing Tint ($32) in six shades that impart a “blur effect without masking your skin,” Light-Catching Highlighter ($22), a translucent balm with flecks of glitter that creates a radiant glow, and Lip Treatment Oil ($20) in a universally flattering shade of rosy brown. The products are available on the brand’s website at Thirteen Lune.

Vyrao: Brand and retail consultant Yasmin Sewell launched a well-being brand with five high-vibration unisex fragrances meant to energize, uplift, and illuminate. Sewell worked with British perfumer Lyn Harris to create the scent, and Honolulu-based healer Louise Mita, founder of The Art of Energy, to infuse a spiritual, and restorative, dimension to the products. Vyrao launched with an installation at Selfridges designed by Joel Bernstein and a CGI video campaign for each fragrance by creative director Jaime Perlman and CGI artist Michael Günther.

The five fragrances—“I Am Verdant,” “Witchy Woo,” “Magnetic 70,” “Free 00,” and “Georgette”—are packaged in bottles that contain a naturally sourced and energetically charged Herkimer diamond to clear the body’s chakras and allow spiritual energy to flow. The bottles are refillable and the packaging has been created from 100 percent recycled and recyclable fibers. The brand has plans to launch candles, incense, and other wellness products for the body and home. The fragrances cost 135 pounds.

Blesswell: DJ Khaled expands his empire with a range of CBD-enhanced men’s grooming products. The music icon joined forces with leading CBD producer and manufacturer Endexx Corporation to create the master barber-approved collection of body, beard, and face solutions, all of which are infused with 300mg CBD. Impact Brokers, recognized as a best-in-class agency specializing in CBD brands, will be heading up sales and integrated marketing efforts. The range consists of seven products priced from $15-$26.


Hims & Hers: Hims is dipping its toes into men’s makeup with Alex Rodriguez, an early investor in the brand, launching The Blur Stick ($22), described as a “sleek, discreet” concealer “specifically designed for men.” The product provides long-lasting coverage for a diverse range of skin tones and textures and comes in eight shades.

Merci Handy: The brand said its “unicorn selected two magical plants aloe vera and hemp,” the foundation of its new Magic Plants Skincare Range formulated with at least 95% natural origin ingredients. The range is comprised of a Facial Cleansing Stick ($15), Moisturizing Face Jelly ($23), Protective Face Mist ($9), Blotting Paper ($8).


DS&Durga: David and Kavi Moltz, Phillip Lim, and Ruba Abu-Nimah have collaborated on New York. Tougher than ever. Priced at $75, 25% of proceeds from each candle will be donated to the Ali Forney Center, which protects homeless LGBTQIA+ youth (ages 16-24) from the harms of homelessness and empowers them with the tools necessary to be safe, live independently, and thrive.

Floral Street Fragrance x Van Gogh Museum: In a four-year deal brokered by Licensing Link Europe that covers fragrance and scented home products, Floral Street Fragrance will celebrate the works of artist Vincent van Gogh and will explore his passion for the natural world through sustainable scent creations. The partnership launches its first product globally in August.


Leland Francis: The brand is taking ownership of PANSY, one of the many names gay and queer people are called, with a new candle launch. The scent is effervescent with bright fruity top notes blended delicately with an herbal heart of rosemary and clary sage, accented with an underlying warmth of patchouli and vetiver. Net profits from the sale of each PANSY candle will be donated to GLSEN, an organization working to end discrimination, harassment, and bullying based on sexual orientation, gender identity, and gender expression, and prompting LGBT cultural inclusion and awareness in K-12 schools. The candle will be available on Thirteen Lune for $48.

Kaibae: Co-founder Dr. Luc Maes created Wilder Regenerative Body Oil ($72) as a microbiome-friendly body treatment that features wild-harvested and organic ingredients, including the brand’s star ingredient, Baobab, as well as Kalahari Melon from the African Savanna, Cacay from the Colombian Amazon, Seagrape from the Asian Pacific, and Jojoba from the Sonoran Desert to nourish, tone, and lock in moisture for summer-ready skin.

Algenist: New innovation to help preserve the integrity of the skin barrier, Algae Niacinamide Moisture Veil is a liquid moisturizer that helps reduce the appearance of excess surface oil and shine and optimizes skin hydration. Available at Sephora priced at $65.

Summer Fridays: Shimmering blend of nourishing oils that illuminates skin for a light, sun-kissed glow and is gently scented with a warm, summertime fragrance. Pool Time Glowing Body Oil delivers long- lasting hydration and a natural glisten. Available online at Sephora for $36.

The Route: An anytime/anywhere energizing hydration tonic, The Day Drink is a multifunctional formula that refreshes, hydrates, and defends against free-radical aggressors. Priced at $50 and available on the brand’s website.

Erborian: The latest addition to the brand’s best-selling CC Cream franchise is CC Water. The new aqua gel-based skin-perfecting product is designed for those who prefer an ultra-light, cream alternative to enhance the complexion, while also helping to color correct, soothe, and hydrate the skin. Comes in two sizes and priced at $22 and $42.

Hanni: Shave anywhere, anytime, your way—no water required. Shave Pillow Shave is a moisture-infusing, skin-soothing gel stick formulated to glide over the skin, shave, and rub in to moisturize. Also doubles as mess-free hydration on the go. Priced at $22.


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