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2021 Week 31: Product and Brand Launches to Watch

August 6, 2021
August 6, 2021
Huda Beauty

This week sees the return of REN founder Rob Calcraft with a new boundary-pushing brand, three brilliant collaborations, and a slew of new body care launches.

Cultured: Two decades after disrupting the world of skincare with his first brand, REN, Rob Calcraft is back, and this time it's all about the biome. Considered by many as the de facto godfather of “clean beauty,” Rob continues to innovate and push the boundaries of the skincare industry with the launch of a streamlined regime that supports and balances your microbiome while activating the skin's ability to protect, repair, and renew itself. The brand is launching with a trio of products formulated with actives at the forefront of the biotech revolution in terms of performance and proof of efficacy. Prebiotics, postbiotics, ferments, counter-preservatives, and micro-algae extracts are combined with other new-era, skin-enhancing ingredients such as fermented oils, sugar-derived emulsifiers, and effective yet gentle exfoliators such as succinic acid.

He said of the new brand launch, "I thought my skincare days were over. It was all getting a bit Groundhog Day with 'Clean' and the use of the same old ingredients. So I hung up my skincare boots, wrote some awful poetry, renovated a house and moved on. However, I have always been interested in health and science, and read I Contain Multitudes by Ed Young. It is mind-blowing. It reconfigures our understanding of the world and ourselves by giving an insight into our newly discovered relationship with microbes and bacteria. The gut biome led to the skin microbiome. I just thought this is so new, so exciting and so scientifically sound that I should get back on the skincare horse, so to speak." Cultured is launching exclusively with Cult Beauty.


ERL x Comme des Garçons: Two years in the making, the collab marks Eli Russel Linnetz's California streetwear label ERL's first foray into fragrance. Inspired by Venice Beach and steeped in nostalgic summer references, the Sunscreen scent is a gourmand blend of bergamot oil and solar accord with middle notes of lily of the valley, heliotrope, and peach, and base notes of musk, cedarwood oil, and coconut accord. The summer theme was carried through limited-edition package design by Linnetz that features an inflatable sleeve that suspends a heavily branded glass bottle inside housed in a laser-cut foam case that also floats on water. The fragrance is available at Dover Street Market London, Comme des Garçons shops, and select accounts worldwide.

The Shea Couleé x Quiet Girl $100,000 Bar: An ode to the prize money the drag superstar won on RuPaul's Drag Race All Stars 5, the $100,000 Bar is her first beauty collaboration. Created in collaboration with The Quiet Girl Shoppe, a female, Black-owned small business that makes artisanal body care products with organic, all-natural ingredients, the soap is priced at $12 for a single bar and $30 for a 3-pack.

Revlon x Megan Thee Stallion: Partnering with rapper Megan Thee Stallion on Hot Girl Sunset, Revlon will produce 450 units of the collection, including a new face and eye palette, lip gloss, and false lashes. The collab will launch exclusively StockX via DropX. Each set will be priced at $40.

Category Launches:

Odele: Building on their inclusive salon-quality haircare, Odele is tackling the body for its next launch. The body wash lineup consists of four vegan, gender-neutral, 16oz SKUs priced at $8.99.

Codex Beauty Labs: Barb Paldus, PhD and founder of the sustainable biotech skin solution brand, expands with a range of products to address inflammation. Antü is a line of products specifically developed to combat the negative effects of inflammaging. The six-SKU range is formulated with AntüComplex, a proprietary blend to manage inflammation, while supporting the microbiome so that skin can recover naturally into a healthy state. The products are priced from $40-$95.

<p>Neom - Super Shower Power Body Cleanser</p>
<p>Kinship - Brightwave Energizing + Brightening Eye Cream</p>
<p>Nature of Things - Cleansing Body and Scalp Polish</p>
<p>Fekkai - Apple Cider Detox</p>
<p>Algenist - Blue Algae Vitamin C™</p>
<p>Huda Beauty - Life Liner Quick 'N Easy</p>
<p>RMS - &quot;Re&quot; Evolve Radiance Locking Primer</p>
<p>Beautycounter - Think Big All-In-One Mascara</p>

Product Launches:

Neom: The fast-growing well-being brand is expanding its range of body care with the launch of Super Shower Power Body Cleanser. The cleanser, which is sold in the larger 500ml format aligning with customer demand for larger in-home products and prioritization of value, is made with 100% organic essential oils, packaged with fully recyclable packaging made from 100% recycled plastic, and the formulation itself is 100% biodegradable.

Ruby Gertrude Apothecary by Leland Francis: The indie start-up adds two new candles to its collection. Picnic—think a garden, near a citrus grove with a warm breeze, and a gentle hug. And Cowgirl—envision lace, neckerchiefs, boots, spurs, open fields of flowers, and nights by the campfire. Both candles are $48.

Kinship: "Eye cream" was the most searched product on the brand's website, so they decided to shake the category with the launch of Brightwave Energizing + Brightening Eye Cream. The energizing eye cream is formulated with sustainably sourced Chaga Mushrooms and Red Algae with Taurine, Vitamin C Ester, and Sea Buckthorn Oil to help brighten, reduce dark circles, hydrate, and prevent wrinkles over time. Priced at $32.

Beautycounter: Formulated with true black pigment without carbon black for rich clean color, Think Big All-In-One Mascara is luxuriously creamy and buildable, with nourishing, conditioning tripeptide technology to support stronger, healthier-looking lashes. Priced at $27.

Nature of Things: The latest product in their elemental wellness line, Cleansing Body and Scalp Polish ($55) is a multi-benefit formula that ensures clean, nourished, and healthy skin all over, literally from head to toe. Nature of Things polish works gently to purify and detoxify, with Moroccan lava clay and essential oils like lavender, geranium, and grapefruit peel to condition and hydrate. Himalayan salt and Juju ash exfoliate, while Ceylon cinnamon oil promotes healthy circulation and Argan and olive oil moisturize and condition.

Fekkai: The latest launch of Apple Cider Detox brings skinification to the scalp with a three-step clarifying collection that addresses build-up on the hair while helping to soothe and restore the scalp. Apple Cider Detox Scrub ($30), Shampoo ($20), and Rinse Conditioning Detangler ($25) are designed for all hair types and safe for color-treated hair.

Algenist: The latest algae-powered innovation, Blue Algae Vitamin C™ Skinclarity Brightening Serum is a powerful daily serum. Formulated with proprietary Blue Algae Vitamin C, a potent source of pure Ascorbic Acid from Spirulina, Alguronic Acid, and a Triple-Action Moisturizing Complex that claims visible results in just 10 days. Available at Sephora for $72.

Huda Beauty: An easy-to-apply, one-sided liquid liner with a super-thin brush tip that deposits a continuous amount of product for a precise, one-swipe application. Life Liner Quick 'N Easy was designed for everyone from beginners to graphic-liner pros.

RMS: A breakthrough technology in an innovative refillable package, "Re" Evolve Radiance Locking Primer is a clean-powered primer that locks in skincare and grips makeup all day. Formulated with Tightenyl, vegetable squalane, hyaluronic acid, and eggplant fruit extract, this gel-textured primer boosts hydration for up to 24 hours. Priced at $40 ($32 refill).


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