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2021 WEEK 9: BEAUTY BRAND AND PRODUCT LAUNCHES

March 5, 2021
March 5, 2021

This week anticipates the launch of makeup artist Mohammed Hindash’s color range—an indie entrant set to redefine the lip category and an industry veteran tackling hair color for men. The Spring product launch season is in full effect, from the reformulation of Erno Laszlo’s iconic “Pink Mask” to clever collabs from Sephora and UOMA and a medical-grade SPF from Eucerin.

Hindash Cosmetics: The Dubai-based celebrity makeup artist Mohammed Hindash is launching his first beauty brand. He announced the brand to his 1.1 million followers on Instagram and 1.7 million subscribers on YouTube, writing, “Years in manifestation, I can now finally share the birth of my brand. Are you ready for an internal beauty intervention?” The brand is set to launch in March.

Qür: Three years in the making, this brand has given lip care a reboot, balancing moisture with convenience and SPF with delicious flavors and formula are at least 80% natural. Gone are “tired tubes and paltry pots”— these lip balms are packaged in a patented 360 component beautiful in its simplicity and unique in its usage, with a smooth rounded shape, flat profile, and gentle slide mechanism. No cap to remove. No twist-up needed.

Cleverman: Industry veteran Carlos Barreto launched a customized professional hair and beard color solution for men, leveraging 20 years of experience at P&G, Coca-Cola, and Revlon to bring the direct-to-consumer concept to life. Cleverman’s new innovative product line makes hair color effortless. A simple, 3-minute quiz, over 10,000 customization options, and PerfectMatch Technology provide men precise color, from full coverage to touch-ups. The pricing is $22.95 for a one-time purchase, or a subscription for $9.95 for the first purchase and $18.95 for subsequent purchases.

Premium Product Launches:

Erno Laszlo: Known as the “Famous Pink Mask,” with one sold every 15 seconds globally, the Vitality Treatment Mask has gotten a reboot. Delivering the same mix-to-activate experience, the formula has been updated to meet Erno Laszlo’s clean standards. The mask is powered by a triple mineral powder blend with a serum lotion that, when combined, becomes an active treatment mask that creates a rubbery texture to be peeled off. Upon application, the two-step treatment mask creates a cooling endothermic reaction, temporarily lowering the temperature of skin by seven degrees. Clinically proven to increase hydration levels by 48%, after just one application. Priced at $88.

Coach x Sephora Collection: Sephora Collection debuted a limited-edition collection of makeup in collaboration with the American fashion house Coach. Inspired by the legacy and free-spirited attitude of Coach, the pieces feature interpretations of Coach’s iconic motifs and mascots and bring to life the house’s playful approach to its American heritage. The collection includes the following seven products ranging in price from $16–$68:

Colorescience: Hyperpigmentation continues to be a top skincare concern driving consumer interest and visits to dermatology practices. Even Up Multi-Correction Serum is an extension of the best-selling Even Up Line. The formula features a patented, clinically proven Lumira brightening complex to minimize the appearance of discoloration. The addition of a novel peptide and lipid blend and powerful hydrating ingredients result in smoother, deeply hydrated skin that appears more even, luminous, and healthy. The product is priced at $89 and available at skincare practices nationally.

CTZN Cosmetics: The brand continues to shatter standards, with products designed to make every citizen of the world feel seen with its newest launch. Gold Eye Shimmer is universally flattering, transformative water gel eyeshadow that gives mess-free, high-pigmented, full metallic-shine with long wearing performance. The buildable formula applies smoothly as a jelly and dries down as a powder. Priced at $25.

Boy Smells: The kings of collaboration Matthew Herman and David Kien are expanding their candle line into fine fragrance. launching the category with five Boy Smells Cologne de Parfums. The duo worked with Robertet and Firmenich for two years exploring the unifying theme of modern mythology to develop their debut range. The fragrances are priced at $98 and available in select retailers.

The Detox Market: Los Angeles-based multi-brand clean beauty retailer The Detox Market doubles down on branded products, adding a trio of cleansers to its existing body care offering, launching its own skincare offering focusing on the art of cleansing. Built on the philosophy that cleansing is the gateway to clean beauty, the launch is based on texture-based formulations—foam, jelly, and cream that address all skin types and environments. Renewing Foam Cleanser is priced at $36, Nourishing Jelly Cleanser is $40, and the Adoring Cream Cleanser is $36.

Drunk Elephant: The Protini Powerpeptide Resurf Serum launch is a line extension of the brand’s top-selling Protini moisturizer. Positioned as a multifunctional treatment with exfoliating and plumping properties grounded in a lactic acid, peptide, and plant-based growth factor formulation. The product is available at Sephora for $82. According to WWD, industry sources anticipate retail sales could reach $21 million annually.

Lancer Skincare: The brand is expanding its exfoliating line with the launch of Gentle Exfoliating Peel Pads. Formulated with the hottest new ingredient, plant-derived natural retinol alternative bakuchiol, the product is perfect for brightening and resurfacing sensitive skin.

UOMA Beauty: The disruptive “Afropolitan” makeup brand inspired by the cultural heritage of Africa—the world’s most racially diverse continent—has released a limited-edition makeup collection in collaboration with Coming 2 America, premiering globally on Amazon Prime Video. This exclusive edit, Black Magic Coming 2 America Collection, was inspired by the fictional lush and royal country of Zamunda, and showcases African beauty in its most authentic form. Products are priced from $18-$44.

Launches at Mass

Eucerin: The Beiersdorf-owned dermocos­metics brand is expanding its sun protection portfolio with a brand-first medical sunscreen. The Medical Grade Actinic Control SPF 100 is designed to adequately protect sun-sensitive skin while also preventing actinic keratosis and non-melanoma skin cancer, serving as adjuvant treatment for patients already affected by actinic keratosis.

Amazon Launches:

Donginbi: The Premium Korean beauty skincare brand from Korea Ginseng Corp launched Repair 24K Gold Ampoules. The supercharged serum is created through Donginbi’s exclusive red ginseng advanced technology Ginseng-Goldplex, the first-ever dual-power synergy of robust red ginseng and precious 24K pure gold. Clinical studies show immediate triple lifting care in the face, eye, and smile lines, in addition to improved skin elasticity, densely sculpted and firmer skin, improved moisturization, and visibly reduced lines and wrinkles after four weeks of use. The four-pack set retails for $269 with an exclusive 20%–30% discount throughout the launch month of March.

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