In Q4 of 2023, the beauty industry introduced a range of insightful brands, each providing different (yet equally appreciated) solutions for several beauty consumers' needs. The less-is-more approach was a theme across launches. TWiiSH entered the market to simplify tween skincare after noticing many young consumers were using products too harsh for their skin types, and You’re Looking Well emphasized that skin health comes from within, not from endless external products. Storytelling was also a key narrative, as NERRĀ debuted to share Mediterranean bathing rituals with the Western world, and Side Story explored how scent is key to sharing treasured memories. Recognizing the best of Q4, BeautyMatter highlights the brands that stood out among the crowd:
Sophie Pitt, Editorial Associate:
"Q4 was a great time for brand launches. My inbox was filled with inspiring new-to-market businesses, all with their unique features. You're Looking Well caught my attention due to its founders. I thought it was interesting that ex-bankers had noticed the strain working in a high-intensity environment had on their health, leading them to a path of skincare research. I like that the brand clearly explains the gut-to-skin relationship, ensuring needs are met while still focusing on a simplistic routine. Simplicity was something I enjoyed about TWiiSH, too. I love that the brand is working to educate teens on efficacious ingredients, helping them see skincare as a beneficial and fun part of the day instead of a chore. In a world where industries can heavily push consumerism onto young people, it was refreshing to see TWiiSH reiterate that sometimes, less is more (and often more effective). Wenjulan Whole Body C.A.R.E. was another favorite of mine. It stood out to me because not only does it focus on the aftercare of those who have braved an illness as intense as cancer, but it also provides hope that we will one day find a cure for such a harsh disease by funding research development. Last but not least, NERRĀ ignited my interest this quarter. I like that the brand aims to share insight into a culture the modern world can often leave behind while focusing on teaching responsible consumption."
You're Looking Well: Founded by two ex-bankers, Joe Bloomfield and Anthony Plom, who noticed the adverse effects of 16-hour days on their skin, You're Looking Well focuses on the relationship between gut and skin health. The duo partnered with researchers Glenn Gibson, Professor of Food Microbiology at the University of Reading; Sophie Medlin, Chair for the British Dietetic Association for London, and Daniel Whitby, Chief Scientist at Smink Laboratories, who gave them all the intel they needed to develop the brand and its products. The brand debuts with a daily regime, a day cream and a night cream that support the microbiome, and a day pill and night pill both formulated with a live bacteria blend consisting of Lactobacillus paracasei, Bifidobacterium lactis (BI-04), and Bifidobacterium lactis (HN019) to support gut health and, in turn, the skin. You're Looking Well works on a subscription basis, with only 1,000 spaces currently available; prices range from £295 for a quarterly subscription to £995 for a yearly subscription.
TWiiSH: Brainchild of the award-winning beauty editor and writer Elise Tabin and her 14-year-old daughter Madysen Minton, TWiiSH was created to change the game for teenage skincare products, providing SKUs that promote happy and healthy skin. The brand hopes to encourage teenagers to take care of their skin, making skincare fun instead of a chore with multiple unnecessary steps. According to Minton, teenagers around her age are becoming increasingly aware of effective ingredients but do not know which products are effective, and which ones are overpowered with too many actives, leading to the ideation of TWiiSH. The brand comes to market with two offerings: a cleanser ($28) containing ingredients such as salicylic acid to exfoliate and unclog pores, and a spot-clearing treatment ($26) containing colloidal silver to shrink spots without irritating them. Packaging has been created to give a fun and vibrant feel because, as described by Minton, "We want skincare products that are cooler than the average, which is why we like to say, 'This isn't your mama's skincare.' TWiiSH is made just for teenagers (but it's good for everyone).”
Wenjulan Whole Body C.A.R.E.: Founded in New Mexico by cancer survivor Judith Landis and her husband Dave Landis, Wenjulan Whole Body C.A.R.E. provides nontoxic products that can be used by anyone, yet focuses on those who have been directly affected by cancer or alopecia. The brand stemmed from Judith’s questions when undergoing treatment, which touched on issues including how to care for the body and prevent cancer coming back. The business stocks products inspired by the natural elements of the Southwest United States, which here the couple calls home, including a body wash and bar soaps (ranging from $9-$12.50), all of which are vegan, gluten-free, artificial fragrance-free, and Leaping Bunny Certified. Products are also entirely free from toxic ingredients, including parabens, sulfates, or phthalates. Being philanthropists, the couple want to use their company to support research towards cures for cancer and alopecia, which led to the creation of the C.A.R.E. section of the brand name, standing for Cancer and Alopecia Research Endeavor. To assist in the research, a percentage of every Wenjulan Whole Body C.A.R.E. sale is donated to the foundation, which explores potential cures for both conditions.
NERRĀ: The founder of NERRĀ (meaning “New Responsible Era”), Teyma Touati, grew up around Mediterranean bathing practices in Carthage, Tunisia. When she moved abroad later in life, Touati realized that much of the modern world had never experienced the holistic bathing that she grew up with, which led her to use her experience in cosmetic science to create NERRĀ. The brand aims to teach that the skin must be prepped correctly before exfoliation, and presents a four-step bathing practice powered with modern-day skincare actives and microbiome-friendly certified techniques. NERRĀ comes to market with The Body Cleansing Ritual ($175), which includes a Pre-Exfoliating Foam, Exfoliating Body Glove Set, Body Wash, and a Dry Body Oil. All products are crafted in France and have the certifications COSMOS Organic, Vegan, Cruelty-Free, and FSC packaging, in addition to pledging 1% for the planet.
Carla Seipp, Editor:
“My Q4 brand picks feel like interesting oppositions to one another: Side Story leans heavily into the creative narrative of products, while Crybaby Wax brings practical innovation to an underserved category. The concept of fragrance being an invisible accessory, that certain ‘je ne sais quoi’ that completes the image that we craft for the outside world before leaving our homes every morning, has always resonated with me. I love that Side Story leans into this concept, with elegantly crafted fragrances to tell the tale, presented in bottles that are luxurious design objects. Meanwhile—aside from the Nair infomercials I caught a glimpse of as a teenager or cold Veet wax strips from the drugstore—my experiences of at-home waxing are few and far between, which is why I love the injection of style but also formula focus that Crybaby Wax brings to the table. Oftentimes the pre- and post-care is neglected in most routines, but are perhaps equally crucial for ensuring a good end-result (and no ingrown hairs!) as the technique and the wax used. I like that the brand offers a solution for each part of the process. It definitely makes the at-home waxing experience feel less intimidating, which I think most consumers will appreciate.”
Side Story: Founder of Side Story Muj Rana believes that scent has always played an integral role in his life. Rana believes that fragrance can help strangers gain insight into each others’ lives based on their preferences and choices. Side Story was born from these fond memories, which led the team behind the brand to consider how they could turn stories of work, love, companionship, pleasure, and travel into a scent. The brand launched with six scents, all of which are produced in Grasse, Provence, with the help of a network of independent artisans and craftspeople. The scents include 4 pm Matinee, a fragrance that tells the story of ambition and realization; Hotel Lobby, recognizing the story of anticipation and attraction; Pillow Talk, which tells the tale of intimacy and desire; Road Trip, which focuses on escapism and dreaming; Sunday Service, which explores feelings of introspection and reflection; and finally, Third Date, which explores fervor and connection. All scents are created using raw materials from Grasse and other "exceptional areas" of the world, focusing on thoughtfulness and authenticity while remaining sustainable. Side Story is retailed DTC and at Liberty London, priced at £160 for 100ml.
Crybaby Wax: Born from founder and CEO Catherine Smith's struggle with PCOS and hirsutism, which led to her trying several ineffective hair removal techniques, Crybaby Wax enters the industry with a plan to "eradicate the stigma that accompanies unwanted face and body hair and provide everyone with a more superior, less painful way to wax." Smith used her experience in the industry developing products and managing brands to aid the launch of Crybaby Wax, setting out to create products that she knew would be effective with the ability to remove coarse or fine hair from anywhere on the body. The brand debuts with several products categorized for a routine with pre-wax, mid-wax, and post-wax offerings, including a vegan sensitive wax, a warming device, an AHA exfoliator, and a finishing oil. All SKUs are retailed DTC and range from $26-$50.
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