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2021 Week 24: Launches to Note

June 18, 2021 Kelly Kovack
June 18, 2021
MOB

This week sees a big launch of note at mass as Sharon Chuter of Uoma Beauty pushes the envelope of inclusivity with a new brand for the mass channel. We also see product launches across categories that lean into the trend of wellness, multifunctional hybrid formulations, and nostalgic collaborations.

Uoma by Sharon C: Sharon Chuter, the founder of Uoma Beauty and Pull Up for Change, has launched a new brand of skincare and color cosmetics described as a "radically inclusive" range of science-forward products that won’t break the bank. The brand will have its own website and will launch in 3,365 Walmart stores as well as online. The six debut stock-keeping units include the Go Awf! 2 In 1 Water-Activated Cleansing Wipes, Go Awf! Au Natural Cleansing Oil, Supa’ Natural Glow Vitamin C Serum, It’s Complicated Glossy Lip Tint & Oil, Flawless IRL Foundation in 30 shades, and Badder Boom Volumizing Mascara. Prices range from $6 to $24, and WWD reported industry sources expect the brand to reach $40 million in retail sales for its first year.

Collaborations:

CHI x Barbie: Recognized for being a quintessential sun-loving, California girl, Malibu Barbie has been a fan favorite since first debuting in 1971. To celebrate Malibu Barbie's 50th anniversary, the two iconic brands teamed up to release a new line of hair styling tools. Available at Ulta and priced from $89.99- $99.99.

Juicy Couture x F21: After a wildly successful capsule collection of Juicy Couture at F21, the brand is expanding with the launch of Juicy Couture Beauty that embraces the '90s nostalgia trend. All items priced at $12.

Category Launches:

Hero Cosmetics: The indie beauty brand is tackling daily impurities that can stress acne-prone skin with three products to balance the microbiome. The Force Shield skincare collection consists of a Serum, Mist, and Acne SPF all clinically tested and non-irritating. The products will be launching with Target online in July with the SPF rolling out to 1,800 doors.

Urban SkinRX: The brand founded by aesthetician Rachel Roff addressing the needs of deeper skin tones has launched into suncare with two SPF products, Shineblock Oil Control Moisturizer SPF 30 ($20) and Sheerglow Even Tone Daily Defense Mineral Moisturizer SPF 30 ($34). The brand is available in Walmart, Ulta, Target, and CVS, but these products will launch on the brand's website first.

Erno Laszlo - Vitality Treatment Method Micro Essence

Nutrifol - Postpartum Hair Supplement

Patchology - Role Model

MOB - Cream Clay Brush

Ivory - Gentle Moisturizing Deodorant

Product Launch:

Erno Laszlo: The brand embraces the streamlining trend when it comes to skincare products. Vitality Treatment Method Micro Essence combines the power of a facial essence with the texture of a liquid lotion helping to hydrate and rebalance skin while using highly concentrated levels of active ingredients, allowing for deeper penetration into the skin barrier in one step. Priced at $88 on July 5 at Amazon, Net-A-Porter, Nordstrom.com and Skincare.com.

Nutrafol: The pioneer of hair wellness launches a first-of-its-kind, physician-formulated nutraceutical supplement that targets the root causes of hair thinning for women in the postpartum period. The Postpartum Hair Supplement was developed with insight from an OB/GYN and a team of physicians and is comprised of its proprietary Synergen Recovery Complex—an innovative blend of clinically tested ingredients like Shatavari, Apple Extract, and Nettle that support hair health after childbirth.

Patchology: The brand launches two roll-on eye serums to address brightening. Hero Status Roll Model Brightening Roll-On Eye Serum has a built-in Jade roller to battle dark circles, while Hero Status Roll Model Moisturizing Roll-On Eye Serum has a Rose Quarter roller hydrating blend of smoothing Banana Extract, softening Mango Seed Extract, and plumping Hyaluronic Acid. Priced at $22.

DevaCurl: The curly haircare specialist refreshed its product lineup with new ranges, new formulas, and a new look to reach a wider range of curl textures centered around bond technology and scalp care. The brand is reintroducing or adding more than 30 stock-keeping units, priced between $22 and $36, at Ulta Beauty and its own website. WWD reported that industry sources say the business will hit $250 million in retail sales by 2023.

Omorovicza: The Hungarian luxury beauty brand launches Gentle Buffing Gelée. This luxurious cleansing gel strikes a balance between a thorough exfoliation and a gentle cleanse, removing all impurities with natural AHA and luffa particles for exfoliation, purifying Moringa Seed Peptides, and regenerative Red Algae Extract. Priced at $86.

MOB: The brand launched earlier this year but has quickly been gaining recognition for their sustainability mission, vegan, pro-quality products, and innovative recyclable and refillable packaging. Cream Clay Blush is clean and consciously formulated vegan and cruelty free, with just the right amount of creaminess and blendability. Available in 8 color-saturated, universal shades priced at $30 that can be worn across the cheeks or lips.

Soleil Toujour: The luxury suncare brand's latest launch is one for the beauty books. Inspired by Stella Artois Solstice Lager, Solstice Shimmer Oil SPF 30 ($39) is formulated with Açai Berry, Coconut, Sunflower Seed, and Cottonseed oils, plus super moisturizer Cupuaçu Butter and Aloe Leaf Extract. This blend of essential oils, anti-aging powerhouse ingredients, and high-octane SPF harnesses the power of the sun to leave skin luminous and safe.

Surface Deep: An innovation in odor prevention, this skin microbiome-friendly blend of fruit acids and botanical extracts provides a new and effective way to prevent odor on underarms and feet. Anti-Odorant Spray was developed off the success of Anti-Odorant Pads, which launched last year and were the very first glycolic-powered deodorant on the market. The launch is priced at $18 and is available on Amazon.

Launches at Mass:

Ivory: Caring for families since 1879 with the promise of using pure and purposeful ingredients, the brand launches Ivory Gentle Moisturizing Deodorant. The dermatologist-tested formula provides 24-hour odor protection that is designed to be gentle on skin and made without aluminum, baking soda, parabens, or phthalates.

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