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2022 Week 18: Beauty Retail, Brand, and Product Launches

May 5, 2022
May 5, 2022
Danessa Myricks Beauty x The Dragon Sisters


As the makeup category is on the uptick, Saks Fifth Avenue is placing its bets starting with Charlotte Tilbury. The Puig-owned brand launched online with the retailer, as well as the New York flagship. The launch will be supported with window displays and an in-store master class with Tilbury.

Naomi Osaka is expanding her functional suncare brand for melanated skin, Kinlò, into retail in an exclusive partnership with Walmart. This is the brand’s first launch into brick-and-mortar since it launched DTC in September 2021. Also coming to Walmart are new product launches priced from $4.97-$11.97 including Always Golden Daily Moisturizer, a tinted daily moisturizer with SPF 40; Always Golden Daily Body Lotion, made for all-over use with SPF 30, and Sunscreen Stick with SPF 30, Cooling Body Gel Moisturizer, and Sun Spot Brightening Moisturizer. The brand will be available on and in 2,500 Walmart stores nationwide.

Byrd Hair, the brand backed by science and trusted by barbers providing complete hair and body care essentials designed to reinvent the modern grooming routine, has launched a curated assortment of its product line at Walmart. Three of Byrd's hero products are joining the retailer's beauty and grooming assortment in 1,500 stores located across the country.


Phenology: Backed by Hologram Sciences, a subsidiary of Royal DSM, Phenology is on a mission to redefine menopause and offer timely relief and expert guidance through each stage and symptom by combining targeted supplements, topical rescue remedies, and the first-of-its-kind at-home hormone-tracking system. Phenology's women-led team includes former Silicon Valley executive General Manager Jess Graham, obstetrician-gynecologist and holistic and integrative women's health advocate Chief Medical Advisor Dr. Kourtney Sims, and a group of female advisors with expertise spanning the fields of science, medicine, and technology.

Scent Happy and 5 Deep Breaths: HatchBeauty Brands, a beauty and wellness incubator based in Los Angeles, has launched two new body care brands exclusive to Dollar General. Scent Happy will be launching in 18,500 Dollar General stores across the United States and 5 Deep Breaths will be launching at select Dollar General locations. Both launches were informed by the Trendalytics consumer analytics platform that HatchBeauty acquired last May. Using the trend data and analytics, Hatch Beauty's in-house creative and brand development teams worked collaboratively with Dollar General to develop the brands.


Danessa Myricks Beauty x The Dragon Sisters: In honor of this year's Pride Month, the brand teamed up with the NYC-based rap duo for its first-ever beauty collaboration, a new rainbow-inspired shade of the cult-favorite Infinite Chrome Flakes ($25).

Olay North America x Pantene North America x Walmart: The trio co-created new boosters for skin and hair to meet consumers' evolving personal care needs and their desire for personalization. With the new Booster collection, Olay and Pantene are empowering consumers to personalize their routine with products that fit their dynamic day-to-day issues.

HipDot x Cup Noodles: The iconic instant ramen noodles brand inspired the latest limited-edition capsule from HipDot. The range features an eight-pan eyeshadow palette and a three-piece lip and cheek set with shade names representing the flavors and ingredients in ramen noodles, like hot and spicy, roasted corn, sesame, hot sauce, diced carrots, and teriyaki.


Soul Care: Singer-songwriter Alicia Keys has made a return to makeup after the singer vowed to no longer wear makeup in 2016. To date, her brand, in partnership with e.l.f. Beauty, has stuck to skincare and wellness. The brand's Make You range is its first entry into color with a selection of hybrid products created with dermatologist Renée Snyder and inspired by Keys' makeup journey. The range consists of 16 SKUs priced from $15-$22.

Opulus: A radically different approach to at-home facial treatments that incorporates freshly activated, powerfully potent skin-changing facial rituals. The Glow Rituals Collection offers results-driven facial therapies based on three types of targeted exfoliation: chemical, enzymatic, and mechanical. Each Glow Ritual incorporates two Opoule Treatments to be thermally blended at the moment of use in the Opulus Activator and applied to skin, consecutively, for peak potency and optimized skin absorption. One Glow Ritual includes seven facial treatments ($295) replenishments ($105).

Kevin.Murphy: The legendary session hairstylist has launched a new product category, Everlasting.Colour. The color preservation regimen goes beyond “color safe” to preserve, protect, and enhance, combining both color and treatment benefits into one product. The four new wash, rinse, leave-in, and treatment products claim to support the scalp's natural microbiome, work to decrease mineral build-up from hard water, as well as prevent color deviations caused by environmental aggressors when used as a regime.

Proven Skincare: The team behind the AI-powered, technology-first skincare brand spent 18 months on research and development to perfect the formula of the most requested item. The Eye Cream Duo consists of day and night formulations tailored to eye-area needs. This is the brand's first new product launch since the brand debuted in October 2019, and has a waitlist of 6,000 customers. The duo's subscription price is $129.99 while the one-time purchase price is $179.99.


SBLA: The first-ever “eyelid lift” in a topical treatment. The Eye Lift Wand ($149) is formulated with the brand’s patent-pending proprietary SBLA66Peptide, clinically proven to lift the eyelid in minutes. The product lifts and smooths eyelid creases, hooded eyelids, and brows, opening and brightening the eyes.

Refy: Founder Jess Hunt spent a year developing the latest launch Skin Finish ($32), a water-based powder that fixes makeup in place and blurs pores to give a flawless finish. The innovative formula works to absorb oil from the skin while the spherical powder particles give a soft focus and blurring effect, creating an "edited" finish. The product is available in two universal shades to suit every skin tone. Shade 01 is best for those with a yellow or warm undertone while Shade 02 is ideal for those with a pink or cool undertone.

LastObject: The brand's latest sustainable beauty launch is LastRound Large ($19), a set of seven reusable cotton rounds that are identical to the brand's much-loved LastRound but 50% larger, making them ideal for removing a full face of makeup. The rounds are made from 100% renewable raw materials and come in a case made from repurposed ocean-bound plastic. Each pack replaces 1,750 single-use cotton rounds and saves around 10 liters of water per use.

Maya Chia: High-performance tinted hydrating skincare meets believable buildable self-tan with Water | Color ($65). Created to address the signs of aging while providing the added benefit of a gradual sunless tan, the active hydrating serum blends effortlessly onto the skin, without an off-putting scent and concerns of color transfer.

Venn: Scientifically formulated Probiotic-Tensive Hydro Firming Body Cream ($100) is supercharged with a proprietary combination of Probiotics, Prebiotics, and Postbiotics, 17 Amino Acids, sh-Polypeptide-64, Hyaluronic Acid, and a blend of Antioxidant and Omega-rich oils. The formula is powered by a patented Multi-Layer Vehicle Delivery Technology and 3D Hydration Technology to deliver long-lasting, deep hydration and visibly improve skin's elasticity, firmness, and texture. Alternating layers of hydrophilic and hydrophobic actives mimic the skin's structure to deliver multiple actives effectively through the skin layers, so the skin is hydrated inside and out.

Coco & Eve: Driven by consumer requests for a hydrating and detangling product, the brand created an easy, daily go-to. The Leave-In Conditioner ($22) is packed with ultra-nourishing ingredients like rice protein, coconut, and avocado oil, detangling in an instant while protecting and preventing frizz, breakage, and damage.

Avène: The brand's latest innovation in anti-aging skincare is RetrinAL Advanced Correcting Serum ($78). Formulated with natural retinol alternative Bakuchiol, the 3-in-1 serum helps reduce the appearance of fine lines and wrinkles, while instantly hydrating and plumping the skin and helping strengthen the skin barrier. In trials, 95%–98% of users experienced hydrated skin and glowing, brighter, more plump skin immediately after use. 86%–93% of users also experienced rejuvenated and firmed skin while reducing visible wrinkles and fine lines in just 15 days.

Eight Saints: A combination of Hyaluronic Acid, Niacinamide, and Peptides, Up The Anti Night Cream ($44) is designed for mature skin, working overnight to plump skin while you sleep.


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