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2021 Week 35: Beauty and Wellness Brand and Product Launches

September 03, 2021 Kelly Kovack
September 03, 2021
Good Dye Young

As summer comes to a close, we see more celebrity and creator brands enter the marketplace with bodycare, haircare, and skincare remaining focused on clean formulations and a focus on selfcare.

Costal Citizen: Eva Gutowski aka @MyLifeAsEva cocreated the beauty brand with Follow Beauty, a holding company that builds creator-led brands. Launching her YouTube channel in 2012 as a freshman in high school she has amassed a collective following of 32 million across platforms. The brand launched with two clean products formulated using the European Union's beauty standards: a no-rinse Morning Water cleanser ($28), and bamboo terry towels ($17 for a pack of three). WWW reported that industry sources said the brand could rack up $8 million in first-year retail sales.

JVN Hair: A collaboration between Amyris and Jonathan Van Ness, hairstylist, Emmy-nominated television personality, New York Times best-selling author, and podcaster. The JVN clean haircare collection features four accessibly priced product families that are silicone free, color safe, sulfate free, cruelty free, and vegan: Nurture, for hair that deserves extra moisture; Undamage, for hair that is stressed or overtreated; Embody, for fine hair with big dreams; and Complete, for hair that is ready to style. VN formulas are built around Amyris’ invented Hemisqualane. This Amyris molecule penetrates the hair shaft, providing weightless nourishment that makes hair more manageable while reducing frizz and preserving color. The brand will launch with Sephora.

Category Launches

Verb: Making their first step beyond haircare Verb enters the body care category with the same easy-to-use, no-nonsense approach, launching with the basics: Body Wash and Body Lotions. The skin-loving formulas meet the Sephora Clean standard, gently cleansing and hydrating the skin. Both products are priced at $18.

Unwrapped Life: A straightforward and sustainable selfcare system, the Wingman Collection includes 3 plastic-free grooming essentials for men: a shampoo bar, conditioner bar, and scrub shave bar, all priced at $16.

Product Launches

Deciem: NIOD Copper Amino Isolate Serum 3 1:1, the third and brand-new generation of NIOD's award-winning Copper Amino Isolate Serum. Copper peptides (GHK-Cu) and GHK (a tripeptide, also known as glycyl-L-histidyl-L-lysine) are found in nature and originally isolated from human plasma. The 2% concentration of GHK and GHK-Cu in CAIS 3 1:1 aims to target visible signs of skin aging, including textural irregularities, uneven tone, visibly enlarged pores, and a general lack of healthy radiance present in younger skin.

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 latest launch is Cloud Care Duo, a new line of essentials consisting of the Cloud Care Cream Oil Cleanser and Cloud Care Weightless Whipped Moisturizer created to elevate and anchor any daily skincare routine. The products are intended to complement Agency subscribers' custom prescription products.

Good Dye Young: The hair dye company rooted in vibrant color founded by Hayley Williams of Paramore and Brian O'Connor launched a new range of shimmery semi-permanent hair dye inspired by metal music. Metalheads consist of five shades: Du Hast, Gravedigger, KO, Killswitch, and Toxicity, priced at $18 and available at Sally Beauty.

Beautycounter: This serum-primer hybrid formula instantly hydrates, plumps, and preps skin for makeup application and helps it stay put. Glow First Priming Serum is powered by microdroplet technology, which is 4,000 encapsulated jojoba ester bubbles suspended in a gel-serum that burst open upon application. Price at $59.

U Beauty: The latest addition to the brand's next-generation skincare product range, Multimodal Defender Broad Spectrum SPF 30, offers a coordinated, protean arsenal for the improvement, defense, and restoration of discolored skin, combating past and future photo-damage. This formula pairs U Beauty's double patent-pending SIREN Capsule Technology with the SUN-SIREN Capsule, which contains an innovative illuminating molecule that safely inhibits melanin synthesis. Launching with Violet Grey and priced at $168.

Fur: The taboo-busting brand's latest addition is All Body Wash ($28), a daily pH-balanced restorative oil wash. As you lather, this unique formula transforms into a velvety soft, milky wash. For anywhere and everywhere, including the pubic area, underarms, chest, legs, and face.

Bumble and bumble: Hairdresser's Invisible Oil Ultra Rich Hair Care Collection is an extension of the successful franchise formulated for all hair types and textures, 4C-1A, in a creamy formula infused with skincare-grade biomimetic Hyaluronic Acid, Kalahari Melon Seed Oil, and the Hairdresser's Invisible Oil signature 6-oil blend. The range includes a Shampoo, Conditioner, and Hyaluronic Treatment Lotion and is available now at Bumble and bumble Flagship NYC Salons.


BabyDove: Walmart collaborated with Unilever during the product development process to create a new inclusive line of products designed to meet the specific needs of babies with melanin-rich skin and textured hair, available exclusively at Walmart.


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