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2021 Week 46: New Beauty and Wellness Launches

November 19, 2021 Kelly Kovack
November 19, 2021

The rumors were true. Harry Styles launched a beauty brand, adding to the plethora of celebrity entrants into the category. This week also saw two thoughtful science-based skincare entrants as well as interesting category expansions from mass to luxury.

Pleasing: Founded by Harry Styles, Pleasing's mission is to bring joyful experiences and products that excite the senses and blur boundaries wherever there's something Pleasing to be found. The brand takes inspiration from the way nature adorns itself and the multitude of unique identities exploring the contradictions around and within us, while dispelling the myth of a binary existence. The drop of Pleasing is comprised of Perfect Pearl, which includes four Nail Polishes ($20 each or $65 for the set), an Illuminating Serum ($35), and the Pleasing Pen ($30), a dual-ended Eye Serum and Matte Lip Oil.

Beauty Thinkers: A new brand founded by former Tod executive Claudio Castiglioni centers around extra-virgin olive oil with a high-tech spin.

Positioned as science-based skincare, the brand is backed by seven years of research and was developed in collaboration with Ambrosialab, a University of Ferrara–accredited spinoff. The formulas are based on hydroxytyrosol, a potent antioxidant derived from the by-products of olive oil production extracted by patented technology from the pressing water and leaves from centenary olives tree. The brand debuted with Antioxidant Boost Facial Oil ($78) and Antioxidant Cream Moisturizer ($113), refill ($88).

Hildegaard: Multimedia artist Lia Chavez has studied plant oils, essences, and extracts, creating beauty products and inspiring the launch of Hildegaard. The brand consists of a luxury range of four nutrient-rich, anti-inflammatory botanical facial oils that range in price from $295 to $495. The formulas consist of 70 different oil extracts, 80% of which are made from plants Chavez tends herself, with a small group of apprentice farmers. The balance of the ingredients are sourced through two partnerships—the superlative plant quintessences come from LMR Naturals by IFF and farming partner Isabella Rossellini's Mama Farm.


Humanrace: Pharrell Williams launches Humanrace Bodycare, beginning with soap-free body bars. The first innovative offerings in bodycare encourage you to dedicate the same care and attention to your body as you do your face. The launch consists of two Body Bars focused on cleansing and exfoliating the body, the Reenergizing Whiteclay Body Bar, and the Energy Channeling Charcoal Body Bar. A chic Ceramic Body Bar Dish handcrafted in Arita, Japan, that has been bisque fired and hand glazed to preserve the tradition of porcelain creation, rounds out the launch.

Covergirl: The iconic color brand expands into the hot skincare category for the first time with Clean Fresh Skincare. The range consists of five 100% vegan and clean products: a cleanser, priming mist, and three moisturizers, formulated with 90% naturally derived ingredients. All products are priced at $15 and below.

Celine Haute Parfumerie: Just in time for the holidays, the fashion house launches a range of candles developed through the lens of Celine creative, artistic, and image director Hedi Slimane. The candles are produced with six to seven waxes and oils by French artisans trained as perfumers and wax makers. The six candles are $95 each.


cent.ldn: The latest addition to the brand's unique candle family is one for music lovers. The Guitar Icons candle mimics a live setup that many great musicians like Nile Rodgers, Prince, Jimi Hendrix, and Eric Clapton played and recorded on back in the ’60s–’80s. The candle is made of 100% eco-friendly, biodegradable, and vegan olive wax with 80+ hours of burn time, retailing at £170.

FaceGym: A new two-in-one microneedling and serum treatment that delivers a gentle but effective exfoliation. Faceshot ($250) was developed with medical-grade stainless steel microneedles. Faceshot creates active pathways to help AHA penetrate deeper into the skin where it's needed to give stronger, longer lasting results.

Arrae: Disguised as a tasty cinnamon- and turmeric-spiced latte, the 7 all naturally sourced, potent ingredients are a liquified recreation of the brand's highly coveted Bloat capsules. The latte's formula brings all the key benefits to your beverage— supercharges digestion, speeds food breakdown, reduces heartburn, and more. Formulated with Bromelain, Ginger Root, Lemon Balm, Dandelion Root, Peppermint, Slippery Elm, Turmeric, and Cinnamon.

Kinship: The OG Self Reflect probiotic moisturizing zinc oxide formula gives skin a healthy glow while providing non-nano mineral UVA/UVB protection while hydrating and soothing skin. Self Reflect Rose Probiotic Moisturizing Sunscreen SPF 32 ($25) includes Damask Rose Oil to uplift the spirits and help support a positive mood.

PCA Skin: The science-backed skincare brand launched a new professional universal peel, NoPeel Peel, which provides a gentle exfoliation with no expected visible peeling or downtime. Suitable for all Fitzpatrick skin types, the product features a triple-acid blend that supports skin resurfacing and renewal. Natural functional ingredients help reduce sensations, irritation, and visible redness post-treatment while promoting skin hydration and helping to support barrier function and skin recovery.

Pantene: A new CVS-exclusive launch, Generation Beauty by Pantene was developed to deliver customized, age-specific nutrition to hair. The range consists of three shampoo and conditioner duos based on five factors that impact hair pigmentation, scalp oil production, the curvature of individual hair fibers, the thickness/diameter of individual hair fibers, and the total number of hair fibers a person has.


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