There is no shortage of launches in the beauty industry, from brands adding to their lineups to entirely new entities, eager to make their mark. We’re keeping track of the new brands to know each month, and filling you in on why they matter. For May, that included two brands created by Glossier alumni: Soft Services, an upscale take on treating issues occurring on skin below the neck, and Ami Cole, a makeup line for melanin-rich skin. Plus, there was Eadem, a skin-care brand for melanin-rich skin is making waves with just one product launch under its belt: a serum to address hyperpigmentation. And finally, Shen Beauty in Brooklyn came to market. Former Vogue editor Jessica Richards has given the retailer’s stamp of approval to new-to-the-states brands, including Australian lipstick line Maarks and U.K.-based, dermatologist-founded skin-care brand Decree.
Hair removal is not a category in which the wheel is often reinvented, but newcomer Hanni aims to do just that with its weighted razor that can be used outside of the confines of the shower. Founder Leslie Tessler (an alum of brands including Kerastase and Dr. Dennis Gross) was inspired by a chic woman in a men’s barbershop having her face shaved in Tokyo. Tessler followed suit, and subsequently “went down a rabbit hole of single-blade shaving.” She loved the results; she found that her skin was exfoliated and, in turn, products penetrated better — plus there was no razor burn. Tessler wanted to recreate the experience for the areas women in the states typically shave (armpits, legs, bikini line). Enter the Hanni razor ($38) and its Shave Pillow ($22), the latter of which is a glide-on glycerin-based shaving cream of sorts. Altogether, the brand seeks to make shaving an experience women can enjoy.
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It’s safe to say that, in the past year, body care has gotten a glow up. It used to be that keratosis pilaris (a condition that causes bumps largely on the arms) was something addressed solely by products in drugstore aisles. But thanks to Glossier alumni Annie Kreighbaum and Rebecca Zhou, dealing with KP and ingrown hairs can elevate a shower shelf. Their new brand, Soft Services, launched with three products: a Buffing Bar for physical exfoliation ($28 for two), which comes in a bright, photogenic blue; a jelly chemical exfoliant with lactic acid called the Smoothing Solution ($34); and the Carea Cream ($40), a light but hydrating lotion with soothing ingredients like colloidal oatmeal. Upcoming launches will further target body breakouts. The brand is sold on its own website.
Jessica Richards, founder of Brooklyn-based Shen beauty, has made a name for herself based on the brands she introduces in her boutique. One of the latest additions? Decree skin care, which is making its U.S. debut. The brand was founded by London-based dermatologist Dr. Anita Sturnham and was previously only stocked at Cult Beauty. It aims to make skin care simple and streamline people’s routines, as Dr. Sturnham found that most of her patients’ skin issues were rooted in using the wrong products. The evening serum (the Treat Tincture), a hero product, combines top ingredients like plumping hyaluronic acid, fine line-fighting retinol, brightening alpha arbutin and moisturizing squalane.
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