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2022 Week 9: Beauty Brand and Product Launches

March 4, 2022
March 4, 2022
CAY Skin

Suncare, skincare, and color—the industry has three new celebrity-backed brands hitting the shelves at Sephora.

The Outset: Scarlett Johansson is the latest celebrity to launch a clean beauty brand. teaming up with beauty industry veteran Kate Foster Lengyel, who has worked in the beauty divisions of Victoria's Secret and Juicy Couture with funding from The Najafi Companies. The brand has been in development for five years and is launching with five eco-friendly, plant-based products that reflect Johansson's own minimal skincare routine. More skincare products are in the pipeline for release later this year, with body care as the next category expansion. The range of basic daily essentials is priced from $32-$54, with a Sephora launch planned for April.

GXVE: Gwen Stefani is dropping a makeup line born from her lifelong love of makeup when she began working as a young makeup artist behind the counter at various department stores in California. Stefani partnered with Nikki Eslami, co-founder of Bellami, and New Theory Ventures to bring the brand to life. The products are vegan, cruelty free, utilize refillable packaging, and meet the Clean by Sephora standards. WWD reported that industry sources expect first-year sales to reach $50 million. GXVE will launch at Sephora with eight formulas priced from $24-$48.

CAY Skin: As a trailblazer in the modeling space, Winnie Harlow has captured global attention as an advocate for self-acceptance and inclusivity, changing the face of beauty by embracing her vitiligo. Winnie has always been serious about sun protection, but in 2018 on a photoshoot, Winnie was discouraged from wearing sunscreen for fear that it would not blend seamlessly into her skin. As a result, she experienced a severe sunburn that led to her requiring urgent medical care and that altered her vitiligo forever—a pivotal turning point for Winnie as she discovered her mission to create suncare for everyone. Winnie has now launched her first SPF skincare line, CAY Skin. The products are lightweight and breathable and made to feel like a second skin, and are formulated to meet Sephora's "clean" standard. They include gentle botanical ingredients and high-performance skincare actives. The brand is launching direct to consumer, with a Sephora rollout to begin at the end of March.

S'eau Prima: Beauty industry veterans Sybil Steele and Karen Hayes are entering the market with a Foundational Face Mist ($48), featuring the brand's hero ingredient, hypochlorous acid (HOCl). The ingredient is a naturally occurring molecule found in white blood cells that activates the immune system's ability to heal itself. S'eau Prima's HOCl formula is produced exclusively through a proprietary high-conversion electrolysis process to ensure the highest purity and potency. The gentle but powerful formula lays a foundation to maximize the efficacy of other skincare products, balancing the skin's moisture barrier.


CTZN Cosmetics: The award-winning beauty brand celebrated for creating the widest shade range of nude lipsticks for every skin tone has introduced a similarly inclusive collection of red lipsticks. The Code Red collection offers a perfect red shade for every citizen of the world. The brand has partnered with social justice warrior and "beautypreneur" Diipa Büller-Khosla and her NGO, Post For Change, to tackle the period poverty crisis in India and Pakistan. The Code Red lipsticks retail for $28 on the CTZN website.

Murad x Dr. Zion KO: Murad teamed up with skincare expert Dr. Zion Ko to launch their latest innovation—Retinol Youth Renewal Eye Masks. Made from no-slip bio-cellulose that helps boost the absorption of active ingredients, Retinol Youth Renewal Eye Masks ($42) deliver an instant boost of retinol to virtually erase lines, visibly firm, and leave eyes looking extra refreshed.


Superzero: The brand known for its waterless and plastic-free haircare bars ventures into body care with a focus on wellness and skincare benefits. The brand’s Body Balm Bars are formulated with skin-identical ceramides that repair skin barrier function and enhance moisture levels while targeting different wellness needs to relax, refresh, and relieve.

Glow Recipe: The brand has expanded into suncare, leveraging its hero watermelon ingredient. The brand has launched Watermelon Glow Niacinamide Sunscreen SPF50 ($34), billed as “Sunscreen You'll Want to Wear.”

Danessa Myricks Beauty: The brand launched a new complexion line, Yummy Skin, with a skin-loving hybrid foundation offering medium-buildable coverage that looks like skin. Serum Foundation & Skin Glow Serum ($34) is a nourishing antioxidant-boosting formula with hyaluronic acid, niacinamide, and vitamin C.


Skinfix: The latest addition to the clinically proven assortment Barrier+ Skin Barrier Restoring Gel Cream ($48) is a lightweight gel cream formulated to help restore, strengthen, balance, and protect the skin barrier. This product is suitable for all skin types, delivering intense, long-lasting hydration, clinically proven to lock in hydration for 72 hours and improve skin barrier function in one hour.

Otherland: Transport yourself back in time to a dreamy floral, Bridgerton-esque soirée with the Garden Party collection. Otherland makes florals groundbreaking again for spring with this six-scent collection, including the lush Verdant Verve with hints of Oakmoss, Neroli Blossom, and Fresh Thyme and elegant Georgette comprised of Southern Magnolia, Lily of the Valley, and White Amber.

Trinny London: Last month, the brand entered the skincare category with two nourishing cleansers. Now they're expanding with a trio of high-active exfoliants—Tiptoe In PHA Exfoliant ($45), Find Your Balance BHA Exfoliant ($48), and Reveal Yourself AHA Exfoliant ($50)—for skincare newcomers to acid exfoliant enthusiasts.

Summer Fridays: Launching exclusively with Sephora, the new deep-hydration serum Dream Oasis ($44) is a weightless jelly serum that instantly absorbs to deliver skin-drenching hydration. Formulated with moisture-attracting ingredients including squalane, glycerin, hyaluronic acid, and a colloidal oatmeal, chamomile, and aloe blend. Made to be used alone for oily or acne-prone skin, or as a first-layer moisture primer for drier skin.

Clark's Botanicals: The first sunscreen product from the brand Invisible Hero SPF 30 goes beyond broad-spectrum sun protection. The clean, 100% mineral formula delivers multifaceted antioxidant and blue light protection and prepares skin for facing urban pollution. Indulgently creamy, the product saturates skin with an infusion of hyaluronic acid and marine algae to plump and fortify the skin barrier and, over time, limit water loss.

Ignae: The biotech skincare brand's latest introduction is a Rich Night Serum ($210) that works as a regenerative skin reset while you sleep. Ignae's patent-pending delivery system, EPC Factor Complex, powers the light oil-textured serum along with concentrated anti-aging ingredients. The product will launch exclusively at Shen Beauty.

Dr. Dennis Gross Skincare: A new addition to the Alpha Beta family hits Sephora shelves. The Alpha Beta Daily Moisturizer ($68) is a lightweight, oil-free daily moisturizer packed with squalane, ceramides, and AHA/BHAs to help replenish the moisture barrier, lock in hydration, and promote healthy cell turnover for a smooth, dewy complexion—without clogging pores.

Sol de Janeiro: Clinically proven to boost skin's collagen, moisture-rich, elasticity-boosting Beija Flor Elasti-Cream ($45) for the body leaves skin visibly plump and deeply replenished. The formula unites high-performing ingredients like Cacay Oil, a gentle retinol alternative, and plant-based collagen that boosts cell turnover and collagen while delivering deep moisture for peak-functioning skin.

Clean Rebellion: The brand adds three new scents to its Oregon Tilth "made with" certified range of bath and body products made from simple, organic ingredients. Like the other scents in the range, these washes can be used as a mild face wash, rejuvenating body wash, sudsy shampoo, and moisturizing hand soap. The new scents include: I Am Aligned, I Am Loved, and I Am Joyful ($23.99).


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