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Welcome to Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe. As we’re approaching Earth Day, we’re looking at environmentally-conscious launches that beg the question: if you’re a DTC brand in 2023 that isn’t producing sustainably, what are you doing? We’ve also got a healthy mix of things all over the map, from Skims’ distinctly Kim K take on sporty swimwear to a new fragrance marketed towards “soul-searchers” and “theorists.” Yes, I’m serious. And I’ll tell you all about it.
Let’s Talk Earth Day
Thanks to give-back initiatives that pair sustainable purchases with the reassurance that your new object will also plant a tree or three, Earth Day launches are more tempting than ever before. Let’s peruse them together, shall we?
Material Kitchen introduced its Earth Set ($75), featuring a limited-edition pairing of the brand’s reBoard in Deep, mini reBoard in Moss, and reBowl in Azure – thematically nature-inspired hues made from recycled plastic and renewable sugarcane. And yes, a portion of the proceeds from all sales will go directly to WE ACT, an organization working to advance environmental justice in New York and beyond.
Find Me Now worked with artist Ema Gaspar to design a limited-edition tee that celebrates Mother Earth. It’s adorable, and 100% of the proceeds will be donated to Girl Rising, a non-profit dedicated to providing quality education for girls across the globe.
Neighbor, the outdoor furniture brand making pieces that are both weather-resistant and crafted from sustainable materials, just introduced its Mesa Fire Table ($4,240). This contraption is the definition of multi-functional: with a slatted teak lid that transforms from table to firepit AND an integrated bottle opener, it’s been intelligently designed for good gathering. While there’s no specific Earth Day bent to this launch, it’s the perfect incentive to spend more time outdoors – and to spruce up your backyard the eco-friendly way.
This week, Ghia did the impossible: improved upon its already-perfect signature Aperitif. On Wednesday, the brand launched a 2.0 version of its signature bottle, highlighting a 46% increase in concentration; a new blend of date, plum, and rhubarb root; and proprietary extracts of ginger, orange, and rosemary. The result? A final liquid with more clarity and punch – and more value per bottle ($38). Ghia founder Melanie Masarin shares: “This version not only gives our customers more complexity and more liquid to make drinks with, but also makes Ghia more vibrant from shelf to table. A little bit goes a longer way, the color is brighter, bottle is bolder, and it’s more inclusive and approachable.” It doesn’t have to be broken for Masarin to fix it – keeping Ghia ten steps ahead of the game, and a few steps ahead of its bar cart counterparts.
L’oreal’s recent acquisition of Aesop isn’t making the luxury skincare label any less laughably (and lovably) pretentious. The brand’s newest addition to its range of fragrances, Gloam Eau de Parfum ($195), is a spiced floral blend of Orange Flower and Jasmine Sambac, balanced by earthy Iris and Patchouli. This all sounds delicious, but what makes the launch particularly noteworthy is its marketing. The fragrance is described as having been “inspired by the state of reflection entered when the body is at rest” and apparently is suited to “observers, soul-searchers, theorists.” I do not know what any of this means, but I have a feeling “Gloam” will be a bedside staple for a swath of late-20-to-early-30-something male creative directors in any major metropolitan area.
Skims Goes Sporty, prices vary
Inspired by surf silhouettes, Skims’ new Sport swim collection features bike shorts, color-blocked one pieces, mock-neck zip tops, and even full-length suits – all of which, hypothetically, are more functional than the brand’s neon string bikinis. Because looking hot and doing sports are NOT mutually exclusive (if you can snap up a set before the collection sells out, at least).
For Lucky Diamond Birthstones…
If you’re fortunate to have been born this month, you can get away with always requesting diamonds as a birthday gift. This week, we’ve got options aplenty, with new glittering launches from Milamore and Misahara (which also might just make perfect Mother’s Day gifts, if you’re in the market, which you should be).
Milamore launched EN this week, an extension of its Kintsugi collection inspired by the Japanese art of repairing broken pottery. The new collection alludes to the meaning of “En” in Japanese – circle, or relationship – and is carefully crafted in Japan from 18K white and yellow gold, studded with diamonds and pearls (from $920).
For marginally more wallet-friendly pieces, consider Misahara’s new Minis collection, featuring stud bar earrings that are available for each birthstone ($350).