This week’s brand launches are dominated by industry veterans with new business ventures across categories from skincare to makeup to supplements, and IPSY dives into the rapidly evolving personal care category with a new brand of basics.
MOB Beauty: MOB is on a mission to Make Beauty Better. This brand is the story of beauty veterans Victor Casale, Alisha Gallagher, Béatrice Séguin, and Steve Blanchet, who crossed paths throughout their careers and found they shared a common desire to create a brand with purpose and push boundaries to make beauty better. The assortment consists of pro-quality formulas that are clean, cruelty-free, and vegan, designed with an Earth-First packaging system that is 100% circular, refillable, and made from post-consumer recycled materials. The first products launched are blush, eyeshadow, bronzer, highlighter, cream lipstick, lip balm, cake liner, and 5 refillable palettes and compacts. Build customizable palettes between $30-$195.
Refreshments: IPSY is making its mark in the personal care category with the launch of a subscription brand of clean, cruelty-free, and 100% vegan core essentials. The range consists of hand and body cream, body wash, face wipes, and a razor kit and shave cream, with packaging that consists of 30% post-consumer recycled plastic, with the brand committed to increasing that percentage over time. Existing IPSY members will be able to customize their order frequency and size each month, personalized for their unique routines. For those who are not IPSY members, they can shop directly from the website. Pricing for members $5-$9 and non-members $5-$11.
Fortify+ Skincare: The brand’s tagline is “Skincare For The New Normal” and claims to be the world’s first natural bacteria-fighting facial skincare range. The formulations leverage Zeolite, a natural volcanic mineral clinically proven to slow the growth of germs, bacteria, and microorganisms for extended periods of time, to protect the face, the zone where illnesses are often contracted. Buyers are scrambling to carry the brand. The business is launching with 20 retailers including Target (who air-dropped products to be the first to launch brand), Walmart, Walgreens, Amazon, Whole Foods, Saks 5th Avenue, and more. The range consists of eight products with prices ranging from $9.99-$29.99.
Bonny: Bonny is a DTC health and wellness start-up founded by Jessica Postiglione. The clean and sustainably packaged fiber supplements brand is out to disrupt the category with products that are deliciously and thoughtfully formulated with natural and organic ingredients. Prebiotic fiber powders are available in three flavors (extremely unflavored, vanilla berry bliss, and chocolate hazelnut), priced at $34, and available on the brand’s website.
New Product Launches:
Charlotte Tilbury: Hyaluronic Happikiss is a next-generation lipstick lipstick gloss balm with hyaluronic acid and c-peptide for intensely hydrated, fuller looking lips. The formula combines the color rush of a lipstick with the conditioning comfort of a lip balm and the high shine of a lip gloss. The high-performance hybrid product delivers on multiple skincare claims: reduces the appearance of vertical lip lines, lips look visibly smoother by 181% after 29 days and hydrated by 129% after 1 hour. Priced at $34 and available in 10 universally flattering new shades, including Charlotte’s best-selling Pillow Talk shade.
Boy Smells: The cult fragrance brand released its newest limited-edition candle Fleurshadow, which is an extension of its Hypernature Collection. The scent is a blend of sultry blossoms of geranium, rose buds absolute, and violet spiked with dark patchouli and resinous labdanum. Priced at $39 and available on the brand website and select retailers.
Dr. Brandt: The brand has launched Bright This Way C SCRIPTION Brightening Serum packed with a 20% concentration of THD ascorbate, which is the highest percentage of vitamin C available on the market, 4% hexylresorcinol complex, a melanin inhibitor whose efficacy is increased when combined with vitamin C, and 1% plankton extract. Priced at $115 and available on the brand website and Sephora.
Dakota Biotech: The company created a technology to encapsulate live probiotics, allowing them to be dormant for more than two years without requiring refrigeration. The live probiotics are activated when applied to the skin. Utilizing this patent-pending technology in conjunction with a synergistic blend of plant-based ingredients, Live Probiotic Skincare leverages the potency of probiotics to help the skin fight off pathogens, viruses, and bad bacteria while retaining the vitamins and minerals it needs to look its best. This 3-step system includes Recharge Probiotic Cleanser, Recover Live Probiotic Serum, and Protect Daily Defense Moisturizer.
Winky Lux: The brand expands into skincare with a 10-product launch. The range was inspired by the success of its Dream Gelée priming moisturizer, which has had a repeat purchase rate of 43% since launching in 2017 and has become a “workhorse” for the brand. The assortment ranges from $18-$30 and will be sold on the brand’s DTC site, all Target stores, 24 Macy’s outlets, and 5 Bloomingdale’s locations.
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