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2021 Week 34: New Beauty Product and Brand Launches

Published August 27, 2021
Published August 27, 2021
Lottie London

More launches from the Huda Kattan beauty empire, ’80s-inspired nostalgic collaborations continued, and an exciting new serious science-backed skincare brand for the professional channel.

Epicutis: Signum Biosciences, a biopharma company with 20 years of topical drug development and skincare ingredient expertise led by Dr. Jeffry Stock, Professor of Molecular Biology at Princeton University, is looking to change the beauty industry with their first brand. Epicutis is a new entry in the professional skincare space, positioned as a medical-grade luxury skincare brand committed to clean beauty and fewer ingredients. The products were developed with Japanese expert scientist and formulator Masanori Tamura utilizing technology discovered by Dr. Stock and formulated using concentrated therapeutic ingredients sourced with transparency from in-house manufacturers. The brand is launching with two game-changing products. The Lipid Serum features Epicutis' novel patented ingredient TSC, which has clinically proven efficacy to improve skin health, while retexturizing the surface of the skin for a smoother feel. HYVIA Crème is a next-generation moisturizer that improves hydration on the cellular level while strengthening the skin's barrier. Epicutis products are available only through clinicians' offices.

Rose Inc: Model and actress Rosie Huntington-Whiteley is also the founder and Chief Creative Officer of the Amyris-backed beauty brand that merges efficacy and ethics in formulas supported by proprietary bioengineered botanicals and safe synthetic ingredients. Rose Inc is built off her beauty content and commerce platform with the same name that stocks her favorite products and a community of more than 344,000 followers on Instagram. The brand is debuting its first collection called the Modern Essentials collection, which includes the Softlight Luminous Hydrating Concealer, Lip Sculpt Enriched Amplifying Color, Brow Renew Enriched Shaping Gel, Blush Divine Radiant Lip & Cheek Color, Radiant Reveal Brightening Serum, and Skin Resolution Clarifying Toner. The brand is launching with Sephora in the US, Space NK in the UK, and Mecca in Australia.

Nou: Procter & Gamble launched a new multicultural haircare line aimed at Gen Z co-created with Walmart. Nou stands for "Next of Us" and addresses the needs of 3A-4C hair types. The range consists of eight products developed to nourish multicultural hair. The package design includes curl patterns to help shoppers identify the right product for their hair type. Products are priced at $6.97 and will be sold via and rolled out to stores in October.


Lottie London x My Little Pony: The nostalgic limited-edition capsule launches in-line with the new film release My Little Pony: A New Generation premiering on Netflix on September 24. The collaboration invites everyone on a journey of self-expression, celebrating friendship, and embracing your unique self. No drama. All sparkle. The collection consists of stage-ready, glistening pigment-infused eyeshadows, pout-perfecting shimmer balms, collectable hand mirrors, and long-wear pastel eyeliners, all available at Walmart.

Iggy Azalea's “Totally Plastic” Makeup: The capsule collection and supporting ad campaign embodies Azalea's teenage nostalgia circa the early 2000s. The capsule collection was launched in collaboration with BH Cosmetics and will launch with Ulta. High-shine lip gloss and pastel eyeshadow colors are served up with clean, more-blendable and longer-lasting formulas. The "Totally Plastic" collection consists of three nine-color eyeshadow palettes ($17), a face palette ($19) with three brightening and three contour shades; four lip glosses ($14), false eyelashes ($9), and accessories.

Product Launches

KVD Beauty: The brand's newest launch is revolutionizing the contour game. ModCon Liquid-Gel Contours are designed with a high-performance vegan formula that provides instant depth and lifelike dimension. Created with a clear base with high-contrast pigments that work to mimic actual shadows, the lightweight, hydrating, and transfer-resistant liquid-gel formula glides on for a blendable, buildable coverage that sets like second skin. Launched with 8 diverse shades at $26, each available at Sephora and Ulta.

Merit: The clean luxury beauty brand debuts its first product expansion since launching in January. The best-selling Shade Slick Tinted Lip Oil ($24) will come in four new shades: Bel Air, a warm clear hue; Cara Cara, a soft red-orange; Taupe, a neutral tan shade; and Falcon, a deep brown. Available individually for $24 or in a gift set of all four for $75.

Persona Cosmetics: Building on their universal DreamStick franchise, the brand is adding the first highlighter to the collection. The DreamStick Highlighter is a sheer, cream multi-stick infused with 24k gold flecks designed for “no-makeup” days and created for a year-round, healthy summer glow perfect for cheeks and eyes & lips. Available in one shade, Universal Gold, priced at $26, available at Ulta in September.

Summer Fridays: Heavenly Sixteen All-in-One Face Oil is a restorative blend of 16 non-comedogenic, vegan oils that deeply conditions, plumps, and helps boost skin's elasticity. Rich in omega-3 fatty acids, vitamins, and antioxidants, this quick-absorbing formula includes lip-plumping prickly pear seed oil, barrier-strengthening sacha inchi seed oil, and moisturizing pomegranate seed oil to help restore suppleness. Available at Sephora and priced at $54.

Wishful: Huda Kattan's newest addition to her skincare range is Honey Whip Peptide Moisturizer, a firming, lifting, and replenishing whipped daily moisturizer powered by superhero ingredients including manuka honey, peptides, collagen, and cica, with the promise to deliver 30 hours of moisture.

Bad Habit: The skincare brand's latest launch is lip focused. Daily Fix Elderberry & Vitamin E Lip Oil nourishes while delivering sheer hydration and major shine, leaving lips tasting like raspberry. Available at Ulta and Morphe Stores for $15.

Free +True: The new waterless cleanser Soft Power($40) is an effective cleanser that is not gritty but soft on the skin is perfect for those who cannot tolerate AHA or enzyme exfoliation. A blend of micro powders, including coconut milk, banana colloidal oat, and a plant-based powdered surfactant lathers into a creamy milk to gently polish away impurities, pollutants and excess oil.

Wet Brush: The Head Start! Exfoliating Scalp Massager features an ergonomic design that fits into the palm and has a flip-up ring for easy storage in the shower. It gently removes build-up and promotes healthy hair by increasing circulation to the scalp. For a deeper clean twist off the cap, add up to 50ml of treatment product that is dispensed while massaging. The brush has an anti-microbial coating to prevent bacteria build-up and is BPA-free.The food-grade silicone is non-toxic, easy to clean, and will retain its shape over time. The product is available in three colors online at Amazon and Ulta for $14.

Guess: Tapping into the hot men's market Guess is set to launch its first men's grooming collection Guess Effect. A new fragrance and collection of high-performance hair, body and face essentials. Firmenich perfumer Clement Gavarry created the scent. The price of the range is $10-$45.


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