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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. This week I’ve discovered an exciting activewear launch that I have a feeling will become my late summer uniform.
I’ve also got further confirmation of my powder product trend prediction from last week, with a collaboration between my favorite online beauty guru and one of the best emerging beauty brands on the market. I’ve also gotten word that the Hadid sisters’ go-to aesthetician has launched a soon-to-be-viral lip product, which I’m sure you’re going to see a lot of in the rest of 2025.
As summer heats up, beverage companies are rolling out new products to meet the demand for thirst-quenching H2O alternatives. First up, there’s the coolest carbonation attachment I’ve ever seen. Plus I’ve found three new beverages that I’ll be drinking morning, noon, and night to avoid downing my giant Hydroflask of water more than once a day. Variety is the spice of life, as they say.
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As a carbonation connoisseur, I don’t know how I missed Aerflo, a portable water bottle with a carbonation cap. They’ve just launched Aerflo For, a first-of-its-kind carbonation cap ($54) that turns the Hydro Flask® you already own into a portable sparkling water device. Apparently adapting their carbonation cap tech for other bottles has been a long term goal of theirs, allowing users to turn their favorite water bottle into a portable seltzer maker. Incredible!!
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MUD\WTR has entered an entirely new category with Nourish, the first-ever mental wellness protein powder. A modern spin on the protein shake, each scoop of Nourish delivers 25g of complete plant-based protein plus doses of functional mushrooms, nootropics, adaptogens, and probiotics. As a protein powder novice and adaptogenic supplement connoisseur, I’m excited by this all-in-one combo.
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First Up: Game, SET, Match!
I’ve been coping with rolling heatwaves this summer by finally embracing athleisure sets. SET Active’s newest drop Wish You Were Here reimagines the brand’s viral athleisure sets with a coastal twist, introducing brand-new silhouettes and reimagining their classic core sets. Plus, a portion of proceeds from this collection will support efforts to help rebuild Malibu, a place deeply rooted in SET’s Southern California DNA, and my own!
Trending: Beauty Guru Goods
ILIA Beauty is boosting the powder product trend with the launch of their first ever powder blush: Soft Focus Blurring Blush, an exclusive partnership with celebrity makeup artist Katie Jane Hughes (artist to Dua Lipa, Hailey Bieber, Ashley Park, & more). I’m one of Katie’s millions of devotées: she’s taught me more about make up placement than anyone else thanks to her extremely educational Instagram and TikTok videos. This collaboration with ILIA (makers of my absolute favorite SPF product that I’ve worn daily for 2+ years) is one of the most exciting beauty launches of the season. The Soft Focus Blurring Blush also includes squalane, one of my favorite beauty ingredients.
Skincare expert Mimi Luzon has launched the Mimi Luzon Epic Lush Lip Balm. Mimi is beloved by celebrities like Irina Shayk, Naomi Campbell, Sofia Vergara, Sabrina Carpenter and the Hadid sisters for her glow-inducing expertise, so expect to see this luxe daily essential in GRWM videos all summer. Bonus: the balm is housed in a sleek, refillable metal case which can even be monogrammed! Chic.
Trending: Beverage Boosts
Now that we’re at the height of summer, my days are filled with buying a million cute little drinks to help stay cool. Luckily for me, beverage brands are meeting the demand for new products with several cool launches. First up, everyone’s favorite energy beverage brand CELSIUS has launched two new Fizz-Free Flavors for summer: Pink Lemonade and Dragonfruit Lime. I love anything dragonfruit flavored, and can’t wait to try these.
As a carbonation connoisseur, I don’t know how I missed Aerflo, a portable water bottle with a carbonation cap. They’ve just launched Aerflo For, a first-of-its-kind carbonation cap ($54) that turns the Hydro Flask® you already own into a portable sparkling water device. Apparently adapting their carbonation cap tech for other bottles has been a long term goal of theirs, allowing users to turn their favorite water bottle into a portable seltzer maker. Incredible!!
We like
We don't like
MUD\WTR has entered an entirely new category with Nourish, the first-ever mental wellness protein powder. A modern spin on the protein shake, each scoop of Nourish delivers 25g of complete plant-based protein plus doses of functional mushrooms, nootropics, adaptogens, and probiotics. As a protein powder novice and adaptogenic supplement connoisseur, I’m excited by this all-in-one combo.
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To celebrate peak rosé-at-the-beach season, Avaline—the organic wine brand from Cameron Diaz and Katherine Power—has teamed up with Stella McCartney for a limited-edition bottle of their beloved French Rosé.
Before You Go…
- Nara-Smith-approved brand Vegamour has launched a new GRO+ Advanced Hair Growth & Density Supplements, a hormone-free & synthetic-free daily supplement formulated to discourage thinning and shedding for fuller, longer-lasting hair.
- Baobab Collection has launched the Folia collection, a selection of fragrant candles in summer scents meant to evoke southern landscapes. The collection of three candles come in beautiful ceramic vessels made by artisans in Portugal – a perfect host gift for a weekend stay or dinner party.
- Viral temporary tattoo brand INKED by Dani and beauty tool brand Japonesque (my go-to for eyelash curlers) have launched the Nailed It! Art Kit, a limited-edition set with over 100 hand-drawn mini tattoos for nails & skin along with Japonesque’s first-of-its-kind 4-in-1 nail tool. Perfect for DIY nail art on the go on your summer travels!
– DedCool launched another collab this week: the DedCool x FP Movement Dedtergent+ — a planet-friendly detergent designed specifically for delicates and activewear. The formula is vegan, cruelty-free, paraben-free, and comes in a recyclable aluminum tin that’s designed to be refilled.
- Dieux has dropped mini versions of its cult-favorite Instant Angel Moisturizer and Air Angel Gel Cream, designed to be your new carry-on companion for summer travel (and a great way to test out their products without committing to a full size). The minis feature Dieux’s signature sleek packaging – some of the best beauty branding around. Perfect for an overnight bag as well!
- FabFitFun has launched a midsummer drop of 7 K-Beauty products from Laneige, Glow Recipe, and Innisfree as part of their Seasonal Summer Box!
- Tinned seafood trendsetters Fishwife added two new exciting products to its core lineup: Mussels with Sweet Pepper & Garlic, and Mussels with Basil Pesto, plus an adorable mussel tee.
- Belle, one of my favorite emerging brands, has launched some of their SS25 swim favorites in on-trend butter yellow shade, Banana.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
As a carbonation connoisseur, I don’t know how I missed Aerflo, a portable water bottle with a carbonation cap. They’ve just launched Aerflo For, a first-of-its-kind carbonation cap ($54) that turns the Hydro Flask® you already own into a portable sparkling water device. Apparently adapting their carbonation cap tech for other bottles has been a long term goal of theirs, allowing users to turn their favorite water bottle into a portable seltzer maker. Incredible!!
We like
We don't like
MUD\WTR has entered an entirely new category with Nourish, the first-ever mental wellness protein powder. A modern spin on the protein shake, each scoop of Nourish delivers 25g of complete plant-based protein plus doses of functional mushrooms, nootropics, adaptogens, and probiotics. As a protein powder novice and adaptogenic supplement connoisseur, I’m excited by this all-in-one combo.
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