Nimya: After 14 years in the influence game, Nikkie de Jager, aka NikkieTutorials, finally launched her own beauty brand. With almost 14 million followers, the creator has been making YouTube videos since 2008, collaborating with every major brand, celebrity, and beauty influencer. The brand reportedly took Nikkie over three years to develop and launched with four skincare SKUs.
The fall launch season is in full force with a new crop of creators and celebrities getting into the beauty brand game. On the innovation front, early-adopting brands have jumped onto a new on-demand program with Postmates.
Prakti: Founder Pritika Swarup was born in the US of Indian heritage. Inspired by Indian beauty practices passed down through generations and translated for a modern world, this hybrid beauty brand fuses India's cultural richness, rituals, and spirituality with the contemporary energy of the West. The first product in the line, PritiPolish ($42), uses a blend of nourishing Ayurvedic ingredients milled into a delicate fine powder to gently buff away impurities and reveal softer, glowing skin.
LolaVie: Jennifer Aniston throws her hat into the beauty founder ring with the launch of one product, a Glossing Detangler ($25). The vegan formula replaces water with bamboo essence and claims to detangle, increase shine, and protect hair from damage, and can also be used on 100% human hair extensions. The launch communication via Instagram says LolaVie will focus on the haircare category, but the trademark filing implies category expansion could be in the future.
KINLÒ: Tennis star Naomi Osaka launches a range of functional skincare products to protect and rejuvenate melanated skin tones and educate on the need for proper sun protection. The brand name is a nod to her heritage, combining the Japanese and Haitian words for "gold." The initial launch includes an SPF 50 sunscreen, hydrating spray, and nourishing eye cream, all priced below $20.
Love, MeMeMe: This UK-based Gen Z brand is putting self-love first and self-care second. Mae Muller has been announced as the face of the brand, with a campaign celebrating self-love, showcasing inclusive products and the launch of the Me Movement, a community designed to empower and spread love from self to self, because a better me, makes a better us. The brand launched with a body-positive range of head-to-toe essentials formulated with CBD. The brand joins the portfolio of South West Brands, a consumer goods group specializing in the development and scaling of health and wellness brands that utilize cannabis.
Postmates' Beauty On-Demand: The first in a series of member-only experiences created with The Board that Postmates will be offering to continue bringing special discounts, limited-edition products, and unique experiences to their members. Beauty On-Demand comes in a limited-edition Clare V tote bag and features 18 full-size products from brands including Furtuna, Nécessaire, OSEA, Summer Fridays, and more. Available exclusively for Postmates Unlimited members in LA and priced at $375––more than 60% off the retail value of over $1,000.
Selfmade: The emotional well-being brand is launching its third product, Self Disclosure Intimacy Serum. Research found that Gen Z women are interested in purchasing products to help them reach orgasm, but they are not interested in products to help them achieve pleasure. Self Disclosure helps make the connections we need to close this crucial gap in emotional intimacy by building that intimacy with self first.
Merci Handy: Building on the success of the hemp- and aloe vera-based skincare range, the latest launch is a 5 in 1 Miracle Serum ($27). This serum leaves the complexion radiant and even, reduces blemishes, addresses dark circles, and moisturizes the skin.
Kitsch: The hair accessory brand has launched Rice Water Protein Shampoo + Conditioner Bars ($14 each) as part of its bottle-free beauty bar collection. The protein contained in rice water helps to condition and fortify hair against heat and environmental agitation. Also rich in amino acids strengthening hair roots while adding shine.
Virtue Labs: The brand’s new product, ColorKick De-Brassing Shampoo, is a sulfate-free shampoo created to neutralize brassiness and brighten all shades of natural and color-treated hair. The shampoo nourishes, detangles, brightens, and hydrates all hair colors and types using a blend of all-natural violet and lavender botanical extracts. Virtue's exclusive Alpha Keratin 60ku strengthens and repairs with each use. Launching at Sephora and priced at $42.
Alterna: The visionary haircare brand's newest launch, Caviar Moisture Intensive Ceramide Shots, is the latest sustainable innovation delivering intensive hydration with a potent ceramide concentrate in multi-benefit, on-the-go biodegradable capsules. These highly concentrated capsules infuse hair with hydrolyzed silk and vital nutrients such as Ceramide NP, reducing frizz and breakage while increasing strength and shine.
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