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July’s new beauty brands reflect industry trends as a whole: a reinvention of “clean” beauty, academic scientists applying medical research to topical skin care and, of course, more influencer-founded brands.
The wellness world has mostly left juice cleanses behind it, which is why it seems right that Kroma, a new “superfood” brand with investments from Gwyneth Paltrow and Amy Schumer, is aiming to reinvent the cleanse. The 5-Day Lifestyle Reset ($355) is filled with on-trend health foods like adaptogen-infused lattes and bone broths. Products similar to ones you might find from brands like Sakara, like an almond butter-based cookie butter and collagen-spiked matcha, are sold a la carte. Kroma is sold via the brand’s own website, kromawellness.com.
Doctor- and researcher-led beauty brands have taken a stronghold on the industry, and the category is growing. The latest entry is Ideo, which launched at Brooklyn’s Shen Beauty this month. Ideo was inspired by the research of Dr. John Blass, MD, PhD, who researched Alzheimer’s for more than 30 years. The brand launched with one product, a Skin Memory Serum, that applies Blass’ research to skin care. Dr. Blass’s research examined brain aging by way of oxidation and a slowed metabolism. The cells get to a state where they need help to function, for which Dr. Blass invented the RMA Complex. It’s made up of resveratrol, maleate (a form of malic acid) and antioxidants to improve signs of aging on the skin. After his wife was left with a scar after surgery, Dr. Blass decided to try the complex topically and was able to fade the scar successfully with early versions of the serum. The resulting serum ($175) uses that same proprietary patented complex. It is sold at Shen and on its own website, Ideoskincare.com.
Emily June, 26, first launched a YouTube channel when she was 14. Eventually, it grew to have around 150,000 followers. By 20, she was living in New York City attending Make-up Designory to become a makeup artist when she started to experience breakouts for the first time. Her interests then turned to skin care, and she decided to go back to school to study beauty industry management at FIDM.
This month, she launched Twenties World, named for both its lower price points (in the $20s) and her target demographic. “I wanted to create a brand that was approachable and high-quality with nice packaging, but not so aspirational,” she said. “I found that there was a gap there [for people in their 20s]. They want nice skin care and want to take care of themselves, but there wasn’t a brand to speaking to them.” She self-funded her first launch, the Up & Away Cleansing Balm ($24). While many of her peers may have already had a “favorite basic cleanser and moisturizer,” she didn’t see as many affordable options for makeup removal products. The line is sold on twentiesworld.com. It sold out upon arrival on July 22, but has since restocked.
With its eye-catching triangular (refillable) packaging and bold color, Xuyoni, based in Seoul, is a “natural” skin-care brand that challenges the minimal aesthetic typically associated with the category. Hero ingredients include rice bran water and moringa leaf. Prices range from $34 for a moisturizer to $210 for a set of 30 sheet masks, but the brand offers refill cartridges, too, to minimize environmental impact. Xuyoni is sold on its own website, xuyoni.com.
Founded by former editor Sophia Chabbott, Testament Beauty was imagined as a “Mediterranean diet” for one’s face. The brand launched with two multi-sensorial products, both of which launched exclusively on saksfifthavenue.com and its own site, testamentbeauty.com. There’s a Turkish Coffee 3-in-1 mask ($68) that uses ground Arabica coffee seed, ceramides and niacinamide to exfoliate and polish skin. The Moroccan Chamomile Sleep Mask ($72) uses blue tansy and a blend of nine Mediterranean botanicals like redness-reducing oregano and peppermint to nourish the skin.