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2021 Week 22: Beauty Launches Worth a Look

June 07, 2021 BeautyMatter
June 07, 2021

This week, all signs point to an upcoming beauty brand from Harry Styles. It was reported that the singer registered for a new trademark in the UK for a “wholesale perfume and cosmetics” business. Harry is listed as Director of "Pleased As Holdings Limited" alongside longtime personal assistant Emma Spring. Fans have pointed out that the “Styles, Harry Edward” brand name is not just his name but, in fact, a purposely arranged spelling of “S.H.E.” This is a celebrity brand worth waiting for.

In other beauty news...

Selfless by Hyram: The ultimate Skinfluencer, Hyram Yarbro, aka the "Gen Z" Whisperer, is set to launch a skincare brand. Semaphore Licensing brokered a joint venture with The Inkey List to bring the Selfless skincare collection to life. The brand is grounded in careful formulation, backed by science and coupled with the intent to impact both people and the planet through the company's social impact mission. Selfless will support organizations across four pillars: the environment, health, education, and empowerment, by partnering with nonprofit organizations in each area. The environment and health will be the primary focus through partnerships with Rainforest Trust and Thirst Project. Selfless by Hyram will launch with five products all priced under $30 at 663 Sephora stores across 20 countries beginning June 24.

Submission Beauty: An independent beauty brand and global platform founded by Zenia Jaeger, Johanna Nomiey, Stine Rasmussen, and Marc Palatucci, Submission Beauty aims to be a radical force for sustainability in the beauty industry. The brand's first product launch is a plant-based, biodegradable glitter formulated with a cellulose base made from eucalyptus trees. The Los Angeles-based brand has a multifunctional balm that will be available in matte and shiny formats in the pipeline for later in the year. Available in four shades and priced at $25.

Good Skin MD: P&G makes a play for a stake in the mass skincare market with the launch of a new science-backed, gender-inclusive brand formulated for sensitive skin. The brand launched with a DTC website and and an all-store rollout with CVS in July, with six hypoallergenic, dermatologist-tested products including sunscreen, vitamin C and vitamin B serums, a night cream, a rescue cream, and a cleanser. Products are priced from $10.00-29.99.

Parfum de Azalea: Four-time Grammy nominee and multiplatinum artist Iggy Azalea launches her first fragrance, Devil's Advocate. The unisex fragrance was inspired by the marketing strategy and packaging concept, formulated with perfumer Clement Gavarry at Firmenich, and launched in partnership with Merveilleux Beauty. Azalea's launch is grounded in the "sex sells" strategy, with promotional content leaving little to the imagination. The fragrance is a DTC launch leveraging Azalea's 14.6 million Instagram followers and is priced at $57.

La Perla Beauty: The luxury Italian lingerie brand is getting back into beauty with a range of fragrances, body care, and makeup. In October of 2019 Fashion Holding N.V., which operates the brand, established a subsidiary dedicated to the beauty category, and in the summer of 2020 Revlon and La Perla ended their licensing agreement. The brand will be inspired by the La Perla artisanal heritage and craftsmanship with the goal of creating everyday luxury for all women. The beauty range includes an “haute parfumerie” collection of eight fragrances and three prebiotic, lightly scented vegan body care products­: a Soothing Bath and Shower Gel, Nourishing Body Balm, and Firming Body Lotion Serum. A fourth product, the Energising Salts and Body Scrub, is slated for later this summer.


Maybelline New York x Furifu: The cosmetics brand teamed up with the traditional Japanese clothing brand in a limited-edition collection “Traditions of Japan” yukata collection. The yukata were inspired by six colors from Maybelline’s popular line of Super Stay Matte Ink liquid lipsticks Walnut, Pomegranate, Crimson, Daybreak, Light Crimson, and Apricot that represent traditional Japanese colors. The six stylings in the collection are available at Furifu store locations, as well as on its online shop.

Category Launches

Furtuna Skin: The unisex skincare brand extends into men's with Forza D’Agro, an aftershave made with organic, wild-foraged ingredients from a private 700-acre farm in Sicily that contains 12,000 olive trees and hundreds of medicinal plants and herbs. The formula aims to repair, nourish, refresh, and soothe the skin with olive oil, borage oil, shea butter, prickly pear, scented with bay laurel, juniper, rock rose, and lime. Available exclusively at Shen Beauty and priced at $145.

Product Launches

Alpyn Beauty: Inspired by nature and formulated from sustainably wildcrafted ingredients, Wild Nettle & Niacinamide Firming Serum is a plant-powered, antioxidant-packed triple threat that soothes, smooths, hydrates, and protects. Available at Sephora, priced at $58.

Jaclyn Cosmetics: The newest launch is an 18th-century inspired collection created by mega beauty influencer Jaclyn Hill. Bougie Rouge highlights rosy romance hues with rouge powders, cream blush sticks, matte palettes, and creamy lip colors. Available at Ulta and priced at $18-$45.

Nature of Things: Intended for all genders and all skin types and tones, Rejuvenating Overnight Facial Mask is a lightweight anti-aging mask designed to be applied before bed to allow its ingredients to penetrate more effectively overnight. Powerful antioxidants like ubiquinone and alfalfa extract stimulate the production of collagen and elastin while diminishing the look of fine lines and wrinkles. Pineapple extract sloughs off dead skin cells, enabling vitamin C-rich kakadu plum and citrus unshiu peel to brighten and firm. Tremella mushroom delivers a rush of lasting hydration. Priced at $85. 


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