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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.
With the surprise announcement of Martha Stewart’s new skincare line Elm Biosciences this week, I’ve been thinking about the crowded marketplace for celebrity-founded beauty products. While the trend seems to only be ramping up after the billion dollar sale of Hailey Bieber’s Rhode to Elf Beauty earlier this year, I wonder how much space is truly left in customers’ makeup bags (and wallets). As budgets continue to tighten, we could see people returning to tried-and-true beauty brands rather than risk investing in new products – no matter how big the celeb endorsement.
That being said, no one has proven herself to have more savvy in the lifestyle space than Martha. With the lines between wellness, beauty, and lifestyle products blurring more and more every year, we can assume for now that she’s hopping on the trend at exactly the right time. Only time will tell if consumers’ parasocial bonds with their favorite celebrities are more powerful than brand loyalty. We’ll be watching this space!
On the product launch front, it’s been a busy week. There were so many exciting beauty launches from TQE favorites like RMS Beauty, Kosas, Live Tinted, and Glossier that I’ve done a special beauty round up at the end of the digest. From Ritual’s latest wellness product to several exciting female-founded food brands launching new offerings, there’s a lot to unpack. Let’s get to it!
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First Up: Ritual Relaxes
Ritual has expanded into a new category this week with their new Magnesium+ blend. Magnesium+ is a 2-in-1 blend of clinically-backed Magnesium Bisglycinate & Tart Cherry powder, formulated to help support mind relaxation, sleep, muscle recovery, and even pregnancy + period pains. I’m a huge fan of Ritual’s multivitamins, so I’m excited to try incorporating this new offering into my evening routine.
Trending: Liberty Lands Stateside
150 year old British art and design icon Liberty is rapidly expanding their footprint Stateside. They’re best known for their iconic floral fabrics, and their flagship department store is an essential stop on any trip to London. Garnet Hill has launched a limited edition collection of apparel and home goods made with Liberty fabric. I could honestly buy the entire collection but the sheet sets and cosmetic bags are particularly tempting.
Liberty has also just brought their bespoke LBTY fragrance line to the US this summer. Each scent is inspired by the color and emotion of a classic Liberty fabric and is bottled in a beautiful Liberty-patterned vessel. I was lucky enough to receive samples of two of their stunning perfumes, one of which is sitting on my desk as I type – the bottle is so beautiful that I can’t resist keeping it nearby.
Trending: Female Founder Foodies
Fashion icon Diane von Furstenberg made an unexpected move into the food space this week along with chef Jane Coxwell who “cooked for Diane aboard her yacht for years” (dreamy). Their new brand OKO has launched a new line of colorful vegetable blends that are vegan, Whole30 approved, gluten-free, and plant-based. Each blend can be used as a dip, spread, or to boost the flavor of soups and sauces.
Female-founded premium matcha brand Matchaful has launched Tsuyuhikari, a limited reserve, single cultivar, pesticide-free matcha. Matchaful has had a busy summer, launching a limited edition collab with Addison Rae and continuing to dominate the NYC matcha market. The limited cultivar is a rarity even in Japan, and this special limited reserve will only be available in extremely limited quantities. Snap one up for the matcha enthusiast in your life before stock runs out.
New in Beauty
- RMS Beauty launched the Revitalize Hydra Concealer, a clean liquid concealer with medium coverage and a natural, satin finish. I’ve been using the product all week and it has a really lovely hydrating feel without being too shiny.
- Kosas has launched their new Soulgazer Mascara which contains a peptide-rich lash serum developed to lift, lengthen, and volumize lashes in both the short and long term, supporting visibly longer, fuller, and stronger lashes in 6–8 weeks. I have at least one of their Wet Stick tinted lip balms on me at all times, so I will definitely be trying their new mascara.
- Glossier has launched the new Skylight liquid highlighter. Skylight currently comes in 6 shades and contains Hyaluronic Acid and Copolymers to boost hydrating, skin-adhering effects for a long-lasting glow.
- DIBS Beauty launched its first-ever mascara, the Double Standard Primer & Mascara Duo - and it seems to have sold out virtually overnight! Developed in part by a former Maybelline mascara lead, the dual-ended mascara features a brown tubing primer mascara on one side and a volumizing black mascara on the other.
- Live Tinted launched the new HUESTICK® Complexion Stick, available in an impressively wide range of 20 different shades. I swear by their HUESKIN concealer, so I’m excited to try their latest.
Before You Go…
- Modern eyewear institution Warby Parker has launched new styles in their Summer 2025 collection. I’m eyeing (no pun intended) the subtly oversized Esme frames…
- Aussie-born hair wellness brand BondiBoost launched Lock Drops, a lightweight daily serum for hair thinning and shedding. The serum is powered by Epidermal Growth Factors and the HG3 complex (3% Procapil®, 3% Redensyl®, and a Bio-tanical Blend of Rosemary, Aloe, and Mint) to reduce shedding, strengthen hair, and stimulate the scalp for thicker hair.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
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