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2021 Week 27: Product and Brand Launch News

Published July 9, 2021
Published July 9, 2021
Huda Beauty

On the heels of the unveiling of the relaunch of Kylie Cosmetics, which consists of new and improved clean and vegan formulas with refreshed packaging, sister Kim Kardashian announced via IG that KKW Beauty will shut down temporarily for a rebrand.

The Huda Beauty team continues introducing newness with two new launches this week. We're also seeing a trend in the skincare and haircare category of new launches, leaning heavily on scientific substantiation and clinical studies raising the marketing bar.

Misfit: Lifestyle consumer tech company boAt, the third-most-funded D2C start-up in India, with a total funding to date of $115.9 million, has entered the personal grooming category. Misfit launched grooming appliances such as beard trimmers, shavers, and groomers, with more in the pipeline. The brand will also launch a range of women's personal care products in the Indian market. The brand launched exclusively on Flipkart and the boAt website.

RealSleep: Founded by Ashley Levine, Billy Gallagher, and Michael Kamins and backed with $2.2 million in seed funding, RealSleep has launched a clinically tested, personalized cannabinoid-based product. The solution leverages a tech-forward, "sleep hacker" approach to its core formula development, designed and optimized using popular wearable technologies. The approach enables users to improve and personalize their sleep formula, combining other natural compounds with its proprietary core formula to support individual sleep needs. The company is guided by a strong scientific advisory board that includes the Head of UCLA Brain Research Institute Laboratory of Circadian and Sleep Medicine, Dr. Christopher S. Colwell, and former advisor to the National Institutes of Health (NIH) Dr. Michael Ropacki, among others. The product is offered DTC with a 10-day trial pack priced at $15 and a monthly subscription at $39.99.

The Fellowship: The new, inclusive UK-based men's grooming brand founded by model and entrepreneur Andrew Cooper and award-winning marketer Duncan Morris. The brand is grounded in core values of community and equality and what it describes as the "ethos of the modern gentleman.” The assortment launched with five essential, high-performance natural products for skin, body, and hair.

Category Launches

Typology: The French skincare brand is translating its ingredient-focused skincare approach to hair, leveraging the skinification trend happening in the category. The new collection is called Racines, which means "roots" in French, and consists of three scalp serums and two hair oils available exclusively via DTC.

Peach & Lily: Building off the success of Acne Spot Dots (over 55 million patches sold), the launch of Peach Slices brings a K-Beauty approach to acne with a 3-step clean prescription-strength system. The products are all priced at $11-13.

<p>Le Prunier - Plumscreen</p>
<p>Odele - Ultra Sensitive Shampoo and Conditioner</p>
<p>Pacifica - Vegan Ceramides Skincare Collection</p>
<p>Barrière - Debug Mode</p>
<p>WLDKAT - Orchid Stem Cells + Magnolia Berry Eye Gel</p>
<p>Huda Beauty - N.Y.M.P.H. Body Drip</p>

Product Launches

Le Prunier: After five years of intensive research and development, Le Prunier launches its second product. Plumscreen ($78) is a patent-pending formulation that combines Broad Spectrum SPF 31 sun protection with the skin benefits of antioxidant-rich Plum Superfruit Complex, which protects collagen and elastin from UV damage while reducing DNA-damaging free radicals.

Augustinus Bader: The cult beauty brand embraces the inside-out approach to skincare with the launch of The Skin With ERC8 ($125). Developed with in-house scientist Dr. Shibashish Giri, the powdered, science-backed supplement is formulated to support the internal pillars of a healthy, energized complexion: cell nutrition, cell energy, gut health, collagen synthesis, and optimized skin function.

Odele: Expanding on the mission of developing products by benefit based on need, Odele launches four new products, all priced under $12. Ultra Sensitive Shampoo and Conditioner was created to treat your hair without causing irritation to sensitive or eczema-prone skin. Moisture Repair Shampoo and Conditioner cleans without stripping, protects color, and improves overall hair health by delivering intense hydration to brittle or damaged hair.

Persona Cosmetics: Sona Gasparian enters the brow category with SwipeUp, the clean, ultra-comfy lightweight brow gel that tints, shapes, and sets brows in one swipe. The long brush makes it easy to use and perfect for on the go. Available at Ulta, the product is priced at $19 and comes in 4 shades: Blonde, Warm Brown, Brown, and Charcoal.

Pacifica: This new dermatologist-tested collection contains fragrance-free products designed for sensitive skin formulated with vegan ceramides, a plant-based concentrate that helps to restore the protective barrier function of the skin. The Vegan Ceramides Skincare Collection consists of four products priced between $7-$16 and will be available at Target.

Barrière: The founders specifically formulated Debug Mode for everyday use as a part of a daily skincare routine—just like sunscreen. This all-natural repellent combines ingredients including soybean and geranium essential oils, scientifically proven to work against a variety of bugs with moisturizing, skin soothers that heal and smooth skin while protecting it from pollution and other environmental stressors. Available in two sizes priced at $13 and $24.

WLDKAT: Launched in the middle of the pandemic by a beauty industry veteran that spent two decades at Urban Decay, WLDKAT's latest launch is Orchid Stem Cells + Magnolia Berry Eye Gel ($29). Made for AM + PM use, this fast-absorbing formula has a cool, lightweight texture that's the perfect priming partner to your favorite concealer or locking in 360 hydration around the eye area.

Huda Beauty: The brand continues their summer launch glow theme building on the cult N.Y.M.P.H. collection. The two new easy-to-use multitasking additions create head-to-toe glow: N.Y.M.P.H. Glaze, a skin-glowing perfector ($35), and N.Y.M.P.H. Body Drip ($49), a shimmering dry body oil.


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