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2021 Week 28: Brand and Product Launches Worth a Look

July 16, 2021 Kelly Kovack
July 16, 2021
KNC Beauty X A Bathing Ape

This week brings big news on the retail front, as The Ordinary launches in brick and mortar in the US and Canada with an exclusive launch of three of its cult products—Azelaic Acid Suspension 10%, Alpha Arbutin 2% + HA, and Salicylic Acid Masque—in new bigger sizes, as well as with a bigger commitment to DECIEM's sustainability principles. The new supersized versions can save an average of 35% in packaging weight and over 15% in shipping emissions.

Testament Beauty: Sophia Chabbott, former WWD Digital Director, believes the secret to great skin is no secret at all. She launched Testament Beauty with two products that embrace the ethos of the Mediterranean diet, proven for generations to be the healthiest way to eat. Responsibly sourced Mediterranean ingredients form results-driven, antioxidant-packed, clean formulas that are as down to earth as they are luxurious. Moroccan Chamomile Sleeping Mask ($72) and Turkish Coffee 3-in-1 Mask ($68) are packaged in recycled glass jars with biodegradable beechwood caps. The products will be sold exclusively on Saks.com and the brand website.

Dose: The UK-based digital publication, known for its chill, feel-good approach to wellness, created two scents through the lens of the fitness market dubbed mood mists. Joining the functional fragrance trend with "mood hacks" to get people in the zone for their workout, Smells Like Yoga is intended to calm, while HIIT Me Up is designed to energize. The business plans to extend the product range in the future.

Agency: Dr. David Lortscher, board-certified dermatologist, unlocked the telemedicine opportunity seven years ago when he co-founded Curology. Agency, his new brand, taps this formula for success through a DTC offering for customized skincare selected by board-certified dermatologists focused on addressing aging concerns. The formula personalization happens when customers fill out a short quiz and upload photos of their skin. A dermatology provider then evaluates and prescribes a handpicked formula containing a combination of ingredients not available over the counter. Agency offers two products through monthly subscriptions. Future Formula and Dark Spot Formula each contain four active ingredients tailored to each customer's skin concerns and can be incorporated into any daily skincare routine.

Collaborations

KNC Beauty x A Bathing Ape: Natural-beauty brand KNC collaborated with BAPE on its second-ever beauty partnership with a limited-edition collection with the popular streetwear brand consisting of an assortment of beauty and clothing items that honor streetwear enthusiasts who care for their skin just as much as their style.

Dior x Zepeto: Dior will launch nine iconic makeup looks exclusively created by Peter Philips, the Creative & Image Director for Dior Makeup, on Zepeto. This is the first beauty partnership for Zepeto, the largest avatar company based in Asia and the fastest-growing avatar company globally. The metaverse platform consists of over 200MM lifetime users, 90% of whom are Gen Z. Over 1.2 billion fashion items have already been sold on Zepeto as users purchase clothing and accessories to express themselves in the digital space.

Category Launches

Priori: The skin-science innovator launched a new R-Spinasome green tech skincare range consisting of three dermatologist-endorsed products: day crème, night crème, and eye crème. The technology is based on a patented process that extracts vital, skin-changing antioxidants from USDA organic spinach leaves to supercharge formulations that deliver superior age-defying benefits. The products range from $190–$250.

Environ - Malachite-NP Complex Seriénce Night Serum

Coconut Matter - ECOrepel

DKA - BellaBiotics

Product Launches

Environ: The brand’s latest launch, Focus Care Youth+ Malachite-NP Complex Seriénce Night Serum, was developed to target the negative long-term effects of stress. Malachite extract offers potent antioxidant benefits scientifically proven to boost the benefits of skin immunity and defense against environmental stressors. Clinically formulated to protect, reset, and relax the appearance of skin. Priced at $90.

Mutha: The brand has launched its first-ever targeted underarm treatment. Their Deodorant ($30) is formulated with a prebiotic and deodorizing noni fruit blend, antimicrobial sage oil, arrowroot powder—an effective odor-reducing and toxin-eliminating agent—and Xylityl Sesquicaprylate, a100% biodegradable molecule that has been clinically shown to reduce odor-causing microorganisms and metabolize components of sweat and sebum.

Cocokind: Specifically optimized with five types of ceramides and lipids that mimic and support the skin's natural barrier, Cocokind’s Ceramide Barrier Serum ($20) nourishes and replenishes for healthy-looking skin. Together, ceramides and complementary lipids are easily recognized and absorbed by the skin, helping to reduce moisture loss and defend against external stressors. Probiotic Acne Serum ($18) treats acne, blackheads, and clogged pores effectively yet gently, powered by 1.5% salicylic acid, a beta-hydroxy acid, and paired with microbiome-friendly postbiotics and beta glucan.

Coconut Matter: The Hong Kong-based personal care brand has launched ECOrepel ($25.70) after four years of development. The plant-based, double-action formula stops insect bites and provides itch relief. Staying true to their zero-waste ethos, it's packaged in a paper tube that is 100% compostable.

DKA: From the creator of the bone broth revolution, Dr. Kellyann Petrucci, a naturopathic physician and certified nutrition consultant, launches her latest product. BellaBiotics is a prebiotic and probiotic combo that nourishes the gut while feeding the skin. The formula is comprised of four clinically tested vegetarian ingredients: Lactobacillus paracasei and Lactococcus lactis, Korean mint, and Dermaval. Priced at $49, or $129 for a 3-month supply.

Dr. Squatch: The men's personal care brand launched a Star Wars-inspired soap range, with Obi Wan Kenobi and Yoda representing the light side and Darth Vader and Darth Maul the dark side. The four bars are available as a four-pack for $32 or $6 a piece.

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