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Happy 2022! While we may have taken a little Launch Digest break, our favorite brands haven’t stopped turning out the latest and greatest in the DTC universe. As expected, quite a few launches this month are geared towards health resolutions: “Dry January” aligns perfectly with the increasing trend towards non-alcoholic beverage alternatives, whether already on the market or newly premiered.
Even if you’re not looking to swear off your vices, this week’s launches are bound to pique your interest. Read on for the round-up.
De Soi: Katy Perry Launches A Non-Alcoholic Apéritif, And Yes, You Read That Correctly, price varies
In 2021, pop stars became lifestyle influencers. And in 2022, pop stars might just transform into DTC brand founders. De Soi, the brainchild of Katy Perry and Morgan McLachlan, is a range of non-alcoholic apéritifs made with natural botanicals and adaptogens (an almost compulsory ingredient in all new alternative beverage launches). The flavors look delicious. Golden Hour calls on yuzu, chamomile, and lemon balm; strawberries, grapefruit, and passion flower mix in Champignon Dreams; and Purple Lune blends vanilla with blackberry and tart cherry.
It’s worth noting that McLachlan is also the co-founder of AMASS. If De Soi is anything like AMASS’s delightful creations and attention to detail and flavor, it’s bound to be a treat. I’ve got my eye on the Variety Pack for a taste of each flavor. Cheers!
Obviously we love Recess. It keeps us focused and calm, and it doesn’t hurt that it tastes delicious, too. The brand’s latest launch, a Zero-Proof Margarita, debuted just a few days ago…and is already sold out. You can still shop the rest of Recess’s flavors (I suggest the Sampler) to chill out your mocktail game this month – and keep your eyes peeled for a restock.
Looking for some delightful packaging that will make Dry January a little less…well, dry? Foxtrot Market is here to save the day, with limited edition gift boxes featuring some of our favorite DTC non-alc alternatives just in time for the start of a new (healthier) year. Shop the AMASS Mosc(NO) Mule or the Ghia Pal(NO)ma for everything you need to upgrade your high-vibrational, alcohol-free cocktail hour. Just because you’re ditching the habit doesn’t mean you have to sacrifice the ritual.
I am not exaggerating when I tell you that multiple TQE editors slacked me separately gushing about this launch. We are DEUX superfans – and after sending some to my sister over Hanukkah, I can confirm the love is contagious. The brand’s latest launch, Cosmic Brownie, is as out of this world as it sounds: with gooey fudge, bright sprinkles, and stress-relieving Reishi, it’s everything we’re craving to combat the post-holiday winter slump. Snag it now before it sells out.
Pepper Lifts You Up, $60
Pepper, one of our favorite brands designing bras specifically for smaller-chested individuals, just launched its Lift Up Bra. Engineered to give you an ultra-flattering, comfy, and no-gap lift, this new push-up bra will let you flaunt what you’ve got – while still feeling like yourself.
Just in time for some frigid weather, Richer Poorer has restocked its Modal Bomber Jacket, which instantly sold out after its first launch last month. This mid-weight puffy bomber is filled with 100% recycled polyester and its buttery soft Modal blend fabric will keep you cozy, whether you’re sporting this at home or out in the elements. Shop it now before it sells out again (and check out the brand’s 30% off sale items while you’re at it).
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.