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It’s pretty remarkable how much Sephora has changed in the last decade. Celeb-founded brands dominate the beauty aisles. Categories like haircare and skincare that were once relegated to the fringes of even the biggest locations now enjoy central placement. As fragrance has boomed in the last few years, the scent section seems like it’s taken up more and more space. Possibly more than any other retailer, Sephora has impressively adapted to customer demand for up-and-coming brands and brand new categories. Honestly, you have to wonder how the Sephora buyers are fitting so many brands inside their stores.
A new global partnership launching this week is going to stretch those crowded Sephora shelves even further: Korean beauty retail giant Olive Young is bringing a curated selection of K-beauty products to 500 Sephoras across the US and online at the Sephora website. The Olive Young edit will include 19 brands popular in Korea but potentially new to American shoppers.
Sephora has been expanding its K-beauty offerings for years now, but this feels like a major increase in their investment. And it’s not just US markets: following the US launch anchored around a dedicated Olive Young section in the flagship Times Square Sephora store, Sephora is expanding the partnership to markets all over the world.
Will Olive Young’s expertise help Sephora launch the next Dr. Jart or COSRX? Is this the end of the seemingly infinite K-beauty bubble in the US, or the start of a whole new wave of imports? Only time (and tariffs) will tell, but I have a feeling this partnership will be a juggernaut.
And now, onto our favorite product launches of the week, including an enticing update to a K-Beauty favorite:
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First Up: A Triple Release From Tower 28
Tower 28 unveiled one of their biggest launches to date this week: Swipe Serum Foundation. Developed alongside celebrity makeup artist Delina Medhin, the brand’s first-ever foundation was created specially to be sensitive-skin friendly. The hero ingredient, Portulaca Extract, is known for its anti-inflammatory and anti-bacterial properties to help prevent breakouts and keep skin calm.
Launching alongside the foundation are Tower 28’s first-ever tools: the Big Blender Brush and the Baby Blender Brush, designed with soft, quick-drying synthetic bristles that help reduce excess moisture and keep the brush fresher and more hygienic, especially for acne-prone skin.
Trending: Curated Coffee Culture
Coffee tool brand Subminimal launched the NanoFoamer GO. Expanding on the brand's NanoFoamer (of which I’m a major fan), the NanoFoamer GO has three interchangeable attachment heads, turning one compact device into a portable mixer, foamer, and whisk. The versatile tool was designed for a wide array of beverages, whether you’re mixing up protein shakes, whisking matcha, or foaming milk for a latte. The 10 color ways are really cute – a perfect holiday gift for those of us already looking ahead to the fall…
Blue Bottle Coffee has an intriguing limited time only release: Exceedingly Rare Vietnam Quang Tri 96B Excelsa Natural, a limited Excelsa from Vietnam. For context: Excelsa represents less than 1% of global coffee production and offers a distinctive flavor profile that remains largely unexplored by U.S. consumers. I can’t wait to check it out.
Trending: New Lip Classics
Milk Makeup had two big launches this week: new lip product Line + Fill and a re-launch of their iconic Stick collection. Line + Fill is a long-wear, hydrating lip liner and lip color combo that comes in 10 shades. The Stick collection re-launch includes updated packaging, product design, and improved formulas.
Another classic receiving an update: Burt’s Bees introduced the new 24-Hour Hydrating Lip Squeeze Tubes. The 5 flavored lip squeezes are formulated with hyaluronic acid and responsibly sourced beeswax to deeply hydrate lips.
Before You Go…
- A very cool launch from Ruggable: the brand just launched the Morris & Co. x The Huntington Collection, inspired by previously undiscovered sketches from William Morris and his studio, uncovered in The Huntington Library archives. The 26 piece collection marks the debut of the first original Morris designs in over 150 years.
- And a K-Beauty staple has a major update: Erborian launched a new formula and shade expansion for its cult-favorite CC Creme. Now available in nine shades, the reformulated CC Creme is powered by Hyaluronic Acid and 2% Centella Asiatica.
- Good news for the Vanicream devotees (myself included): the brand released its newest body care product, the Enhanced Moisturizer, at Target and Walmart this week. The new lightweight daily body moisturizer was inspired by the brand’s known and loved Daily Facial Moisturizer, bringing lightweight moisture to the body powered by hyaluronic acid and ceramides.
- Dezi Skin, beauty influencer Desi Perkins’ beauty brand, launched Pore Choices. The barrier-first repair mist is designed to help soothe reactive, stressed, and post-breakout skin and is powered by plant-based mucin and Totarol.
- 111SKIN released Precision Peel: a chemical peel designed to deliver effective skin resurfacing with minimal downtime. The rinse-off formula is inspired by chemical peel treatments offered at Dr Yannis’ 111 Harley St. Clinic, combining three precisely balanced acids, Mandelic, Salicylic and Lactobionic, with Papain for controlled exfoliation. Milk Thistle Extract helps counter the visible effects of older skin cells and supports renewal, while Glutathione supports the skin’s natural antioxidant defenses.
- CALPAK released the Vault Collection, their first aluminum-frame luggage collection. The line includes the Carry-On, Medium, and Large available in four colorways.
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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