This first quarter of 2023 saw the debut of many brands. BeautyMatter has selected those that stand out among the crowd. Gen Z–oriented brands Good Weird and WYOS celebrate individuality and accessibility through easily applicable products that enable consumers to explore their beauty interests. Provence Beauty repackages French beauty for a younger generation with products all priced at $25 or less and vegan formulations. Environmentally aware brand DF18+ incorporates plant-based formulas and analysis technology to provide specialized programs for different skin areas, introducing the range with its DF18+ Clubhouse opening in collaboration with Ferrari in Milan's Via Santo Spirito. With the UV protection category booming right now, Pavise particularly stands out for its use of biosciences and patent-pending DiamondCore Shield Molecular Technology.
DF18+: Created by Intercos Group founder Dario Ferrari, DF18+ hopes to simplify skincare routines and offer high-quality results through plant-based formulas with a blend of 18 active ingredients, including the gardenia-derived, anti-aging active Allure Vita, the free-radical–blocking Bionymph Peptide (obtained from woodland tobacco plant cell cultures), and the coffee-extracted, skin-plumping Cell Pulse. DF18+ claims it is the first in the industry to use eight patented stem cell actives for skincare products, as well as source ingredients from plant cell tissue through sustainable technology that reduces the impact of waste and water consumption. The brand comes to market with six SKUs ranging from $46 for The Halo Skin, an imperfection-blurring gel powder, to $168 for The Intensive Cream, a cellular rejuvenation moisturizer. The brand launched after ten years in the making, with Ferrari opening the DF18+ Clubhouse in Milan's Via Santo Spirito, decorated with Andy Warhol paintings from his private art collection. At the location, consumers can receive skin analysis tests and a personalized beauty routine using an exclusive technology with specialized programs for different skin areas, which provides custom reports and statistics and also investigates the skin's condition before and after using DF18+ products. The company is reported to work with leveraged technologies from Intercos’ and Arterra Bioscience’s partnership, Vitalab, which is focused on the development and research of actives and ingredients sourced from plants, stem cells, algae, and more.
Provence Beauty: Combining classic French beauty practices with Gen Z messaging and prices, Provenance Beauty offers products all priced at $25 or less. Created by Jeremy Abesera, a Los Angeles native with a French and Moroccan background, the brand hits the market with a vegan range of products including three serums, sugar plum toner, and a detoxifying clay mask. While the products are new to the market, Abesera has stated that this launch is a “second life” for Provence Beauty, since he previously sold personal care products under the same brand name. With an exclusive two-year partnership with Ulta Beauty and a focus on affordable skincare, Provence Beauty is estimated to make $10 million in sales during its inaugural year.
WYOS: Founded by ex-L'Oréal executives Jamie Glassman and Wendy Charland, Write Your Own Story (WYOS) is a genderless personal care line created to offer convenient, mess-free products. WYOS aims to celebrate individuality, creativity, and self-expression through unique stick-format products that fit consumers' busy lifestyles. The brand is set to launch in February with five SKUs, including Shampoo Sticks and Shaving Suds Sticks, with prices ranging from $16-$24. All products encourage limited waste practices and are TSA-friendly, vegan, and cruelty-free. The brand will be sold B2C, with the founders hoping for TikTok success. For every product purchased during the presale launch on January 18, Write Your Own Story has pledged to donate $1 to The Madhappy Foundation, which champions moving conversations around mental health forward.
Good Weird: Founded by longtime friends Jon Wormser and Stephen Yaseen, Good Weird is a beauty brand that follows the mantra “beauty isn’t something you achieve, it’s something you explore.” The duo has enlisted model, skateboarder, and actor Evan Mock as Creative Director to help produce future products and campaigns offering an eye for a Gen Z–oriented approach. Launching with three products, Back from Vacay Bronzer ($21), Balmy Weather Moisture Stick ($21), and Cold Brew Under Eye ($23), the brand aims to make their offerings multifunctional and an intersection of beauty meeting skincare. The products are also designed to be easily applicable and require no tools, so those who have felt intimidated to explore beauty now have an accessible entry point.
Pavise: B.A.I. Biosciences plans to redefine relationships with suncare through their new brand, Pavise. Founder Sophie Bai has incorporated four products into the brand’s launch, including Dynamic Age Defense SPF ($128), Gentle Amino Powerwash ($54), Lip Defense SPF ($58), and UC Camera ($176), which allow consumers to spot-check their sun protection. Patent-pending DiamondCore Shield Molecular Technology, which promises protection against all forms of visible light and UV rays, is infused into the products. Each product also includes bisabolol, niacinamide, astaxanthin, and tranexamic acid. WWD estimates Pavise will achieve $20 million in its first year on the market.
