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August is typically a sleepy month, when most people are on vacation or gearing up for back-to-school. But that wasn’t the case for beauty brands this month. Heavy hitters chose to tackle big launches, including Amyris with, not one but, two celebrity brands. The biotech company that has made squalene a mainstay of the beauty industry introduced Rose Inc. and JVN (more on that below), co-created with Rosie Huntington-Whiteley and Jonathan Van Ness, respectively.
Simi and Haze Khadra are twins, L.A. “it” girls (they have 1.3 million followers on their shared Instagram), DJs and now brand founders. The duo launched their highly photogenic makeup line, called Capsule 1, with a tight edit and playful, “Euphoria”-esque eye decals. Capsule 1 includes Velvet Blur Matte Lip Balm ($36); Sun Flush, an “all-over face tint” ($35) and Lip Trace lipliners ($24). “The products represent us,” Haze Khadra told Glossy. “When you see us, this is the makeup we wear every day. It’s true to our lifestyles, and it’s authentic to who we are and how we wear our makeup,” The brand is sold on its own website.
The new “Queer Eye” debuted in 2018, and in some ways, it’s surprising Jonathan Van Ness is only now launching a hair brand. They are, after all, one of the biggest breakout stars of the hit series, with 5.2 million followers on Instagram. In the time since 2018, Van Ness has, however, published a memoir and a children’s book, so it’s safe to say they’ve been busy. Now, they’re launching JVN, created in collaboration with Amyris. Its hero ingredient is hemisqualane, which the brand says helps protect and repair hair. Van Ness is so hooked on the ingredient, he ensured it’s in all of the brand’s 10 launch products. That includes three sets of shampoos and conditioners: Nurture, a hydration formula; Undamage, “for hair that’s stressed out;” and Embody, “for fine hair with big dreams” (read: volumizing). There are also three styling products: an oil, a serum, and an air-dry cream. The brand is available on its own website and sephora.com, and will enter Sephora stores on September 17. Prices are $18-28.
Good Faith reflects a number of trends in the beauty industry, including the democratization of skin care, and the incorporation of scientifically proven ingredients in a fun, user-friendly way. It launched with five topical skin-care products and two wellness supplements, and is available on its own website and on Amazon. Its Prices are in the masstige range, running from $24-$28. The brand was co-founded by Michelle Fry and Katie Baeyens. Fry has a long history in the beauty industry, with past marketing and product development experience at Dermalogica, TooFaced and Boscia. Baeyens, meanwhile, has experience working with Amazon sellers.
Dermageek was created by Procter & Gamble and is the latest in a series of launches intended to capture skin-care-savvy customers and Gen Z. As such, it matches younger shoppers’ values: It is a PETA-certified Cruelty-Free and vegan skin-care brand. The brand is going after the “skintellectual” with a no-b.s. starting lineup that includes a cleanser, a daytime moisturizer with SPF, a nighttime moisturizer and three serums. The serums include a Smoothing Serum with retinoid, a Detoxifying Serum with salicylic acid, and a Fortifying Serum with antioxidants and niacinamide. The brand is available at Walmart, with prices ranging from $7.94-$19.94.
Endota has a massive presence in Australia, and now, it’s making its way stateside. It’s launched a local website, plus it’s selling at NYC’s Showfields, a concept store with a revolving display of brands. In Australia, the brand has over 100 spas, employs over 1,200 therapists and performs over 750,000 treatments per year. And its products are COSMOS (Cosmetic Organic and Natural Standard) certified to claim their “clean” status. Products heroes include the brand’s Deep Hydration Face Moisturizer, which is “clinically proven to increase hydration by 45% when used twice daily for 12 weeks,” according to the brand. They also include the Intense Moisture Mask and the Organics Vitamin Oil.