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2022 Week 6: Beauty Brand and Product Launches to Watch

February 11, 2022
February 11, 2022

La La Anthony is the latest celebrity to enter the beauty market, and Fenty dropped news about a forthcoming launch of a baby range supported by minute-by-minute coverage of superstar Rihanna and rapper A$AP Rocky's pregnancy. Some unfortunate news in the beauty brand landscape: Beboe, the cannabis brand dubbed "the Hermes of marijuana" by The New York Times, is shuttering its CBD beauty brand Beboe Therapies to focus on its THC business.

Humantra: Founded by Dave Catudal and backed by the powerhouse Kattan sisters, this new wellness brand aims to help people on their wellness journey by giving them the right supplements and helping them take control of their health. The product helps clarify supplement purchasing by tackling four crucial pillars of health: hydration, gut health, brain health, and sleep. The first product to be released under Humantra will be the Hydration Hack, a plant-based replenishing electrolyte, antioxidant drink mix available in two flavors—Himalayan Lime and Pomegranate Berry.

Figaro Apothecary: This luxury wellness brand harnesses the healing properties of nature through potent organic botanicals. Burnt out from toxic corporate environments, founders Scott Formby and Jen DeKlaver, two designers, artists, and former creative directors for top international brands, began a journey to find balance in their daily lives that manifested into Figaro Apothecary. The brand debuts with a Botanical Face Serum ($135) and CBD Relief Balme ($65) holistically designed to activate the senses and reconnect users to the healing benefits of nature. New SKUs are in the works to be launched in 2022.

Madam by Madam C.J. Walker: A century after Madam C.J. Walker launched her namesake brand, becoming one of the first self-made female millionaires, Sundial Brand launched a new brand inspired by the beauty industry icon, featuring damage-defying formulas designed to "respect, protect, and perfect" the wide range of styles worn by women of color. The new beauty and haircare line collaborated with Walmart to launch the 11 new products, all retailing under $10 in over 3,000 stores nationwide and online at

Spoiled Child: Il Makiage parent company Oddity launched a second brand focused on skincare, haircare, and supplements supported by a $10 million advertising campaign focused on subway takeovers, billboards, and wild postings in New York City, Los Angeles, and San Francisco. Neither anti-aging nor pro-aging, SpoiledChild doesn't tell consumers how to feel about aging, but instead allows consumers to control their future by offering an individualized approach to age control. The brand launched DTC on its website powered by Spoiled Brain, an AI algorithm that crunched over 250,000 data points gathered from focus groups and sister-brand Il Makiage to formulate products and provide customer recommendations. The range launched with 17 refillable skincare and haircare products priced from $45 to $95, with an expansion into supplements in the pipeline. Parent company Oddity recently secured a $130 million secondary-market private round at a valuation of $1.5 billion.

Inala: Actress and philanthropist La La Anthony is the latest celebrity brand founder, partnering with Josh Snow, to enter the hair category with one hero product. The Power Potion ($55) is a scalp and hair treatment made with a rice-water complex that includes rice water, biotin, and arginine to replenish and strengthen the hair. The product is priced at $55 and is available on the Inala website.


Paco Rabanne: Phantom Legion, the latest collector's edition by Paco Rabanne, is inspired by the world of gaming. The fragrance juice remains the same, but the connected packaging got a camouflage update.


Trinny London: The digital-first beauty brand launched in 2017 expands into skincare with two refillable cleansers meant to feed the skin's microbiome. Be Your Best Enzyme Balm Cleanser ($45) is oil based to nourish skin and melt away makeup, and Better Off AHA/PHA Gel Cleanser ($38) is formulated with liquid exfoliants to go a little deeper and exfoliate dead skin cells. The products were developed and manufactured in the brand's UK lab and are available via the Trinny London website in 180 countries.


Jillian Dempsey: The brand launches its first-ever base product, the Spot Stick Concealer ($32), formulated for matte coverage exactly where it’s needed. “Spot-basing" is Jillian's secret technique that focuses on covering up spots, redness, capillaries, sun spots, and any other imperfections, rather than applying a full face of foundation. Available in 13 shades, ranging from No. 01 - No. 13.

Noble Panacea: The brand adds a third product to its assortment. The Chronobiology Sleep Mask ($310.00, 8 doses) is a high-performance treatment that is carefully synchronized to work in synergy and enhance the skin's natural overnight biorhythm of regeneration and self-repair processes. Unit-dose packaging preserves the formula potency and ensures precise delivery to achieve optimal results at each application. The white octagonal-shaped reusable box is plastic-free and made of renewable starch-based materials with a metal insert easily removable for refills.

iNNBeauty Project: The brand just dropped the seventh addition to their Glaze series, Cookie #7 Glaze Lip Oil ($15). This nude lip oil tastes like a fresh-baked chocolate chip cookie and is 100% naturally flavored with coconut flower sugar and sweetened with plant-derived stevia.

Sonäge Skincare: Building off the success of the award-winning Frioz Icy Globes tool, the brand launches a travel-friendly version, Baby Frioz Mini Icy Globes ($48). The 5-in-1 cryo facial massage tool works to instantly stimulate blood circulation, help depuff, reduce breakouts, shrink pores, and minimize the appearance of fine lines and wrinkles through skin icing and lymphatic techniques.

Algenist: More than a toner, Genius Liquid Skin Resurfacing 2% BHA Toner ($40) is designed to treat adult acne. Formulated with patented and exclusive Alguronic Acid, Vegan Collagen, Azelaic Acid, and 2% Salicylic Acid to help support natural cell turnover and keep skin clear.

Bali Body: The Australian bronze skin experts add two products to the assortment. A new deeply hydrating Bronzing Serum ($29.95) achieves a warm, bronzed tint to the face while delivering anti-aging ingredients and skincare benefits. Body Highlighter ($24.95) instantly achieves a soft, shimmery skin tint on the arms, legs, and décolletage with an unscented cream containing skin-loving ingredients and emollients.

Huron: The latest product launch, Fresh & Dry Deodorant ($14), matched the brand's Cyber Monday sales. The stay-dry formula was built with powerful protection to neutralize body odor at its source while reducing underarm wetness without the use of aluminum. Available in two scents—Original Citrus and Sandalwood & Black Pepper.

Vacation: The buzzy retro-inspired, socially savvy sun care brand has a new launch. Lip Desserts are lip balms with SPF 30 that come in five nostalgic flavors: Strawberry Jello Salad, Bananas Foster, Pineapple Upside Down Cake, Bombe Alaska, and After Dinner Mint. They sell for $25 as a set or $5 each.

Fenty: The brand debuted its first refillable lipstick in 10 shades, from bold red to classic nudes, in a soft matte formula. Icon Semi-Matte Refillable Lipstick consists of The Fill ($20), and The Case ($12), designed to work together.

SERUMKIND: Youth & Glow Lip Serum ($23)—formulated with 2,500ppm of Sea Buckthorn Oil and Shikonin Oil, this anti-aging lip serum provides a blast of antioxidants to smooth, firm, and restore glow to lackluster lips.


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