Launch Digest: Invite Lenny Kravitz Into Your Bathroom Cabinet, Roll A J With George Harrison, And Sip The Best Beverages Of Early Summer

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Welcome to another edition of Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe. This week is stacked with launches you’ll want to know about (and shop), from collaborations involving Elmo and George Harrison to a dangerously drinkable chilled red that pairs almost too easily with warmer, longer, and sunnier days. Read on, and thank us later.

Partake Lands On Sesame Street, from $15.99

Credit: Partake

Partake started the week strong with a brand-aligned, playful collaboration: Partake x Sesame Street. Teaming up to launch two limited-edition Cookie Baking Mixes in Partakes’s best-selling Chocolate Chip and Birthday Cake flavors, the two brands make a perfect match, both fueled by inclusivity, kindness, and childlike joy at any age. Like all of Partake’s too-good-to-be-true (and yet undeniably delicious) treats, the new baking mixes are certified gluten-free, vegan, non-GMO, and free of the top 9 allergens. Shop them now, and invite Elmo and Cookie Monster into your kid-friendly kitchen.

In An OOO State Of Mind: Vacation Tempts Us With A New Sunscreen Launch, $20

Credit: Vacation

We’ve written about Vacation before on TQE. Whether it’s for the brand’s noteworthy launches – like dessert-flavored lip balms reminiscent of our childhood favorite Lip Smackers – or its eye-catching, nostalgia-fueled branding, we’ve got a little crush. So naturally, we’re obsessing over Vacation’s latest launch: the Vacation Classic Spray ($20), a lightweight spray-on version of the cult-favorite Classic Lotion SPF 30. What’s even more exciting than this well-branded, beautiful, and delicious-smelling launch? The new Spray uses non-aerosol technology and a Hawaiian reef-friendly formula for convenient application without compromising on eco-conscious sustainability. Adding to cart and scheduling a beach day. 

“The First-Ever Cannabis Partnership For Any Of The Beatles” – Need I Say More? from $5

Credit: Dad Grass

As captured in last week’s Digest, brand collaborations are reaching a point of oversaturation – it’s rare that one actually makes a notable impression. The All Things Must Grass collection – a collaboration between Dad Grass and the George Harrison estate – is a scroll-stopping exception. The limited collection features CBD/CBG joints and paraphernalia that pay tribute to George Harrison – and marks the first-ever cannabis partnership for any of The Beatles (a legendary “first-ever” statement).

Credit: Dad Grass

With this special CBD + CBG hybrid joint, Dad Grass celebrates Harrison’s era of 1970s weed, which lends a euphoric light buzz and attuned appreciation for music. Like all of Dad Grass’s joints, they’re federally legal – with a THC concentration lower than 0.3% – so you can get anything from the collab delivered directly to your door. Check out the collection to admire its detail-oriented design elements, like rolling papers with Harrison’s lyrics on the interior or a pack of joints disguised as a double cassette box of the album. All Things Must Pass – but don’t let this very special collaboration PASS you by. Sorry, I couldn’t resist.

Ty Haney Enters The Supplement Game With Joggy Energy

Credit: Joggy Energy

Ty Haney, founder of Outdoor Voices and one of the pioneers of the early girlboss era, has just launched Joggy Energy. In Haney’s own words, the brand makes “plant-based energy products for activity.” Beginning with five full-spectrum CBD products designed to support focus, endurance, energy, and calm, the supplements use water-based encapsulation, which supposedly makes the cannabinoids more bioavailable and stable than traditional oil-based CBD products. While this all sounds scientifically compelling, I’m a bit jaded looking at yet another CBD or supplement line that seems…well…unnecessary in an already-saturated market. Try it out and let us know if you think it’s the real deal (and maybe we’ll give it a go, too).

So Nice, They Launched It TWICE, from $7.49

This photo of Lenny Kravitz victoriously sharing that TWICE is available at Target is enough to convince me that I need this toothpaste in my life.
Credit: @twice

TWICE, the oral wellness brand known for its mission to clean up the toothpaste aisle and provide oral care across the globe, recently relaunched with a bright yellow brand makeover (and some new products, too). Co-founded by Lenny Kravitz and backed by dental professionals, TWICE isn’t new to the DTC game – but its relaunch and new look, along with the Kravitz touch, might be just the ticket to a coveted spot on your bathroom cabinet shelf. Tried and true: The Oral Wellness Toothpaste ($7.99) in three crispy flavors, enriched with antioxidant vitamins and a special formula with charcoal and baking soda to support gum health, teeth whitening, and pH balance. What’s new: Oral Wellness Immunity Rinse ($14.99), Whitening Pen ($27.99), Floss ($9.99), and a Manual Toothbrush ($7.49). Try The Essentials Kit ($48.45) and let us know if you begin to experience the Kravitz Effect (smile attracts so much adoration and fanfare you have to hire a security detail).

The Beverage Report: Chill Out With A Wine Best Enjoyed Cool, $24

Credit: Foxtrot Market

I’ve been extolling the virtues of chillable reds for the last year – so I was thrilled when this next launch landed in my inbox. Foxtrot is rolling out a Mouthy Wines collection focused on overlooked regions and rule-breaking styles of wine, and the first drop is near and dear to my heart: Head to Toe ($24), a single vineyard, whole cluster chilled red wine made in partnership with expert winemaker Samantha Sheehan. It’s fresh, juicy, and dry, and plays nice with a slice of pizza on a warm evening.

I’ll be back next week with a new set of launches in the DTC universe. Email me directly -- -- with any launches you’d like to see in the spotlight, or DM us over @thequalityedit

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