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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. I’m extra excited about this week – emphasis on XTRA, with super spicy launches to make you sweat, collections from multiple brands that prioritize true sustainability, and a long-awaited new spin on a nostalgic classic that takes fun in the sun to the next level. Read on – we’ve got a lot to discuss.
This launch has been sitting in my inbox for a few months now – and I’ve been patiently waiting to share it with you all. Vacation – in addition to its impeccable retro brand identity – makes my favorite sunscreen, bar none. Yesterday, the brand introduced Classic Whip SPF 30 ($22), a broad-spectrum, water-resistant sunscreen mousse inspired by, yes, whipped cream. It’s an uncanny replica, except for the taste (this is strictly for external use only, before you get any ideas).
The launch is obviously a little bit raunchy, and it’s just the right energy for late summer sunning. Formulated with coconut oil, banana extract, aloe vera, shea oil, and vitamin E, Classic Whip came to life in partnership with dermatologists, scientists, and even food engineers. While Vacation’s whipped sunscreen will make you feel like you’re Ali Larter in a 90s movie, this launch is verifiably futuristic. It’s available for pre-sale now; order before the 26th, and get a free Classic Whip Air Freshener as an early-adopter bonus.
This week, Fly By Jing introduced the first extension of its O.G. product (and its most requested launch): Xtra Spicy Sichuan Chili Crisp ($15). Made with 3x the heat of the original Chili Crisp and formulated with the hottest Chinese chilis available – the Chili King – to bring the spice without sacrificing any of the savory, intense, umami-rich, crispy flavor fans know and love. And it’s still non-GMO, all natural, vegan, and gluten-free. Get ready to work up a sweat.
Girlfriend Collective, always at the forefront of innovations in sustainable materials, introduced its new future-forward BioCompressive fabric this week. Designed with CiCLOTM, which allows synthetic material to biodegrade naturally at rates comparable to natural fibers like cotton and wool, the BioCompressive Fabric is the brand’s latest step in sync with its Earth-friendly mission. The new biodegradable collection boasts 31 size-inclusive styles in three vibrant colorways – a bright pink Cabaret, classic Turquoise, and zingy green Jasmine. God knows (literally) I do not need any more athleisure, but…the BioCompressive Fabric is built different (also, literally). Sue me if I get another sport skort.
I’m a die-hard Real Real groupie. All of the best and most-worn pieces in my closet are fruitful results of a dedicated search on TRR (which involves several days spent with upwards of fifteen tabs open on my browser). The luxury resale retailer just dropped ReCollection 04, the latest iteration of its efforts to transform unusable materials into new pieces through upcycling. This collection focuses on traditional mending and embroidery techniques, and sees TRR partnering with local tailors and seamstresses in New York to create 90 one-of-a-kind pieces that “extend the life of luxury.” These unique items, from reworked bags to beautifully embroidered linen dresses, are selling quickly. Snag what’s left before it’s too late.
I’ve received the gospel according to Ciao Lucia. By that divine fashion law, it’s now Fall (I don’t care what my weather forecast says). The European-coastal-vacation-inspired label just dropped its Fall 2022 collection, and I want to scrap my whole closet and methodically replace it with each perfect breezy dress, timeless pant, and smocked top on the site. Welcome to my dream aesthetic. Shop at your own risk.
This isn’t technically a new launch, but it is a timely DTC event that sweeps the computers of young women across the world once or twice a year with a palpable urgency. The Reformation Sale is officially live. The brand is starting with items up to 40% off, but as we all know, this discount will grow over the next few weeks. Basically, get shopping now if you’ve been waiting to acquire a few specific pieces (as all the best stuff will sell out quickly, before the sale escalates). Sincerely, your boots-on-the-ground for all things online and on sale.
I’ll be back next week with a new set of launches in the DTC universe. Email me directly – firstname.lastname@example.org – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.