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Published January 29, 2021
Published January 29, 2021

Brand launches this week cover the gamut of macro trends, from sustainability to personalization, with new concepts that are raising the bar for what is possible. The high-growth haircare and skincare categories continue to see launches that leverage channel opportunities.

Ace of Air: Ace of Air, a new B Corp-certified beauty and wellness brand founded by former Revlon CMO Stephanie Stahl, supermodel Petra Nemcova, and founder of merchant banking firm Three Ocean Partners David Knowlton, is tackling the beauty industry’s plastic problem. Ace of Air is the first and only beauty and wellness brand designed to be entirely circular and fully zero waste, taking responsibility for the complete lifecycle of its refilled packaging.

To reduce single-use packaging, product containers are designed to be reused up to 100 times and may also be returned for continuous cycling. Consumers are incentivized to send back their reusable shipping and product containers through Planet Points for each good environmental deed. Consumers can then choose to gift their Planet Points to one of the three charities that Ace of Air supports: Ocean Conservancy, Peconic Land Trust, and 5 Gyres. The brand has also partnered with UPS to incorporate carbon-neutral shipping into its business model.

Ace of Air is taking pre-orders for its eight vegan and cruelty-free skincare and supplement products priced between $35-$85 and will begin shipping orders in four to six weeks.

Headquarters: The grooming pros at Harry’s and Flamingo have launched a new brand offering a science-backed, skincare-inspired approach to haircare. As consumers embrace new routines that focus on the root fundamentals of health and wellness rather than surface-level aesthetics, Headquarters tackles haircare focusing on the scalp and root. The four-step routine is designed to manage and balance scalp moisture, which shampoo and conditioner alone can’t do.

The unique 4-step “rootine” (root + routine) consists of research-backed products that focus on the foundations of long-term hair health. Three curated families of products address the common needs of dry, balanced, and oily roots and scalps as opposed to one-size-fits-all “hair types.” The brand will launch DTC and in Walmart stores with products priced at $7.50.

Grove Collaborative: The retailer’s latest brand launch is a skincare collection called Superbloom, fueled by 301% growth in its beauty and personal care categories in 2020. The retailer’s latest addition to its created-by-nature and perfected-by-science branded portfolio takes a holistic approach to skincare, developed with strict standards for product performance while appealing to conscious consumers’ desire for value-based brands and safer ingredients.

The 100% EWG-verified formulas combat everyday aggressors with two powerful core regimens inclusive of cleanser, moisturizer, and mist, in addition to two powerful day and night serums and a peptide eye cream. The packaging embraces the brand’s ethos of continuous improvement to source the most responsible packaging available while continuing to uncover solutions that are plastic free. The brand is available exclusively through Grove Collaborative’s beauty section, Grove Beauty (recently renamed from Roven Beauty), and priced from $17-$44.

Priyanka Chopra Jonas: The actress has joined the celebrity beauty brand trend, collaborating with beauty brand creator and incubator Maesa on a haircare brand called Anomaly. The brand is positioned as inclusive, gender-neutral, and accessible. Results-driven formulas are cruelty-free, free of harmful chemicals, and packaged with an eye to sustainability. Building on Maesa‘s formula for success in the haircare category at Target with Kristin Ess and TPH by Taraji, the Anomaly brand will launch in Target on February 1 with one exclusive. Every product is priced at $5.99, and WWD reported the industry projected sales of $20 million for the brand.

Effectim: The joint venture established by Shiseido Company and Ya-Man last August will launch the new aging care brand described as a “life partner for supple skin.” The brand uses the cutting-edge STEM (Special Treatment as the Essential Method) Technology, a fusion of physics (beauty device) and life science (skincare) energies. Beauty devices equipped with STEM Multi Force unique technology deliver personalized efficacy, while skincare includes a STEM complex consisting of condensed effective ingredients derived from cutting-edge skin science.

Customers visiting the brand store will receive a 3D skin analysis conducted by a unique skin analysis pod, followed by counseling from a trained coach with periodic skin analysis service available. The concept will launch in Japan and China in Spring 2021 with a four-product range comprised of a 3D Beauty Lifting Activator device, serum, eye activator, and eye cream.


Attitude: The brand has launched an EWG-verified textured hair collection as an extension to its Super Leaves collection. The new products are designed to meet the specific needs of textured hair types while respecting their unique nature. Perfect for wavy, classic curls, and tight coils. Three shampoo and conditioner combos amplify, moisturize, and hydrate. Products are all priced at $14.95.

Beautyblender: Beautyblender launches a new beauty sponge made from its proprietary BioPlush foam. The new material, made from 60% renewable sugarcane, is part of the brand’s sustainability and recycling initiative. Over the next 3 years, all Beautyblender items that can be made with PCR will transition to this new material. The Bio Pure Makeup Sponge will retail for $20.

Carol’s Daughter: The brand is expanding its Wash Day Delight franchise with three new products to complement the original Water-to-Foam shampoo launched last year. Like the shampoo, the new Jelly-to-Cream Conditioner is blended with aloe and glycerin; both products are available in the original Aloe or new Rose Water scent. These transformative formulas are vegan and contain no parabens or artificial color while cutting down time on wash day. Products are priced at $10.99 and are available at retailers nationwide.

Item: TikTok influencer and actress Addison Rae has added two new launches to her cruelty-free, vegan, and gluten-free color range. One Hit Prime, Set & Refresh Face Mist and Air Hug Concealer are both priced at $18.

Kaibae: Kaibae’s new Microbiome Mist works as your skin’s base layer, nourishing the skin barrier and supporting natural microbiome balance with wild plant polyphenols, hydrating prebiotic sugars, and postbiotic peptides. This innovative formula improves skin resilience and reduces the effects of pollution, UV, and blue light exposure. Price: $68.

RéVive: Perfectif Night Even Skin Tone Cream Retinol Dark Spot Corrector is an advanced moisturizer that works while you sleep to fade dark spots, even skin tone, and reduce fine lines. This new formula includes encapsulated retinol with a delayed-release technology to minimize the risk of skin irritation while helping to increase cell turnover and naturally boosting the performance of Epidermal Growth Factor (EGF); the moisturizer is a complement to RéVive’s signature Bio-Renewal & Bio-Firming Proteins. Price: $275.


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