Maesa is on a roll, launching yet another celebrity category-defining brand and tackling personal-care sustainability with the Smith family’s Hey Humans brand launching with Target. This week also saw Avon announce the debut of its first clean and vegan skincare collection.
Hey Humans: The Smith family (Will, Jada, Jaden, and Willow) partnered with brand incubator Maesa to address the plastic problem with a new personal care range. The Hey Humans name is intended to evoke a call to action and shift away from plastic to more sustainable materials. The brand is 99% plastic-free according to Maesa, using aluminum and paper packaging. At launch, the range consists of a deodorant, body wash, body lotion, and toothpaste in vegan, cruelty-free, and nontoxic formulas that include upcycled fragrance ingredients. According to WWD, industry sources estimate Hey Humans will bring in $21 million in first-year retail sales. The brand is available at Target and products all retail for less than $6.
FarmRX: Avon announced the debut of its first clean and vegan skincare collection based on natural plant-based ingredients. The brand is sustainably packaged and formulated with over 85% natural ingredients and safe synthetics. The clean formulas incorporate a Slow Herb Complex blended from botanicals that thrive in dry conditions and are slowly cold-brewed to extract antioxidants. The range consists of a Super Greens Cooling Gel, Super Greens Multivitamin Moisture Cream, Bakuchiol Serum and Bakuchiol Eye Cream. Priced from $37-$44.
Scent for Good: Dawn and Samantha Goldworm from the scent branding firm 12.29 are bringing scent to the medical space. Scent for Good capitalizes on the emphasis on health and hygiene created by the pandemic. The brand consists of an environmental fragrance created for hospitals to negate the unpleasant odors associated with those spaces, as well as scented hand sanitizer ($30) and mask spray ($45), and will be sold direct-to-consumer. According to WWD, industry sources estimate the direct-to-consumer products could reach $300,000 in retail sales.
Premium Product Launches
Briogeo: The new launch further rounds out the brand’s scalp offerings. Scalp Revival Charcoal + Tea Tree Cooling Hydration Scalp Mask is formulated with 98% naturally derived ingredients. The clinically proven scalp hydration mask nourishes and soothes an itchy, irritated, flaky scalp with a blast of instant cooling. The product is priced at $32 and available at Sephora.
Kopari: Tapping into olfactive memory, the brand’s Coconut Latte Body Wash combines the energizing scent of coffee paired with the richness of coconut. The ultra-hydrating, creamy, gel-to-lather body wash stimulates your senses while leaving skin supple and smooth as it cleanses. The product is available at Ulta and retails for $18.
Skin Inc: The brand is launching its first-ever Custom Sleep Mask that recharges and boosts the skin during sleep, when skin is in its natural state of repair. The mask features a cream or gel base and two Serum Booster Shots that incorporate 17 active ingredients in the brand’s proprietary encapsulation technology—Age-Proof, Clarify, Detox, Glow, or Soothe— based on the results of the consumer’s Skin Inc Skin Identity Check. The product is available on the brand’s website and Nordstrom online and is priced at $85.
Yanbal International: The global direct-selling company with more than 600,000 independent beauty consultants in 9 markets in Latin America, the United States, and Europe, has launched an innovative new repairing oil—Concentrated Oil Youth Restore. The 50-year-old family-run business spent several years of research and development to arrive at the formulation. The product is priced at $48.
Products Launched at Mass
J.R. Watkins: The natural apothecary trusted since 1868 is going back to its roots with the launch of its disruptive, over-the-counter Muscle & Cooling pain relief lines. As pioneers of natural, pain-relief remedies, the brand continues to innovate the topical analgesic category for ingredient-conscious consumers with better-for-you pain relief alternatives without compromising efficacy. The Cooling line launched on JRWatkins.com and is priced at $15.99. The Muscle line will also be available at CVS Pharmacy nationwide and is priced at $16.99.
Secret introduced its first-ever clinical-level sweat and odor protection with skin conditioners and a soft-touch applicator designed with a female dermatologist. Secret DERMA+ Antiperspirant features skincare ingredient ProVitamin B5 and DERMA-Shield, a proprietary and innovative combination of skin-conditioning ingredients. Available at mass retailers nationwide for $7.99 in four variants.
