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What happened to the simple days of the brand ambassador? Over the last few years, celebrity-founded brands have dominated DTC markets. The beauty category was hit particularly hard by founder fever, as Fenty and Rhode rose in popularity thanks to Rihanna and Hailey Bieber’s existing stardom. Now, brands who don’t have a celebrity attached to their founding narratives are having to seek out new ways to associate themselves with celebrity, and apparently simply hiring a familiar face to star in a skincare campaign is no longer enough.
I’ve seen many terms floating around to describe these amorphous celebrity x brand partnerships, but the beauty marketing complex is nothing if not perpetually innovative: this week saw the announcement that Kaia Gerber will be the first-ever “Creative Partner in Residence” for body care brand Uni. The press release announcing the partnership included two new-to-me euphemisms: “Creative Partner in Residence” which seems to be some blend of creative direction and brand ambassadorship, and a description of Gerber as a model, actress, and “cultural tastemaker.”
The campaign is launching just before Uni’s upcoming nationwide July rollout at Ulta Beauty, marking a huge expansion for the brand. It’s a shame that the genuinely impressive expertise and POV of founder Alexandra Keating and legendary packaging designer Marc Altan (Commes des Garçons, Tom Ford, Maison Martin Margiela) isn’t enough of a selling point without a celebrity endorsement, but the collab feels very much in keeping with the times.
And now, for this week’s best product launches:
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First Up: LYMA’s New Take On Gut Health
LYMA, the brand behind the best-selling LYMA Laser, has officially launched its new biohacking gut health complex: ID². The breakthrough gut health formula replicates the exact nutritional profile of the populations with the world's longest health spans and fewest degenerative diseases. It combines multi-length prebiotic fibers, rare vegan omega-3s, and a broad-spectrum superstructure of 25+ bioavailable chelated vitamins and minerals – addressing all four parts of the colon, proximal to distal. Unlike other products that flood the gut with probiotics that can't survive the environment, ID² focuses on nutrients that the body can actually use.
Trending: Sexy Summer Slip-Ons
NYC’s shoe of the summer has already been crowned: Alex Mill & Margaux’s limited edition The Selene Flat Sandal. The sleek, flat shoe comes in three limited edition colors and has been popping up all over my feed this week. The Poppy Satin colorway would be a perfect versatile shoe to pack on vacation this summer.
Sabah, the makers of my favorite leather slippers, have finally released a ballet flat! The Sabah Babet comes in 10 beautiful colors, including a stunning cobalt suede and a butter soft black leather. The glove silhouette is perfectly designed to hug your foot without being restrictive, and the leather is unbelievably lightweight but sturdy enough for daily wear. The only reason why I’m not naming this the shoe of the summer is because I’m planning on wearing my Babets all year-round.
Trending: Kiki x2
Timed with Father’s Day this weekend, Kiki de Montparnasse launched “Mr. Kiki,” a new archetype within the brand’s evolving universe, alongside RITUALS, a new curated selection of lingerie, sexual wellness, and intimate lifestyle objects. The collection includes signature Kiki de Montparnasse lingerie and ready-to-wear alongside sculptural pleasure objects, cuffs, and collectible intimacy accessories. Alexa Cahill, Global President of Kiki de Montparnasse, said: “With nearly half of our DTC clientele being male, the introduction of the archetype felt like a natural evolution of the brand universe.” To promote the debut, they’ve also released a “Mr. Kiki” film.
This week also saw the launch of KIKI, a new handbag and accessories brand founded by fashion industry veteran Kunal Manglani. Designed in New York and handcrafted in Ubrique, Spain, KIKI’s accessories embrace a soft, sculptural silhouette in wearable hues. The debut collection includes three bags, each available in a range of colors.
Before You Go…
- r.e.m. beauty by Ariana Grande launched the blur butter lip balm. Available in six shades, blur butter lip balm is designed to create a soft-focus, blurred matte effect while maintaining the comfort of a nourishing balm.
- Westman Atelier released the Pore Refining Complex Serum, a targeted treatment night serum developed to visibly refine pores, smooth texture, exfoliate, fade dark spots and calm redness. The formula is powered by 10% Azelaic Acid and Westman Atelier's proprietary Pore Refine Complex, encapsulated in Exosome Technology.
- 19/99 introduced two new shades of their Lash Tint Mascara: Burgundy and Blue. The new Burgundy and Blue Lash Tint Mascaras pair 19/99's signature tubing formula with a precision micro brush and bold, playful colors.
- GoMacro released MacroSquares, their first new bar texture since their launch 20+ years ago. The new launch combines a full range of textures: crunchy nuts, creamy nut butters, seeds, & dried fruit, dipped diagonally in either chocolate or caramel + sprinkled with flaky sea salt. The new squares come in 4 flavors: Dark Chocolate Nuts, Caramel Almond, Peanut Butter Chocolate, and Berry White Chocolate.
- Responding to the increasing popularity of sheer and backless silhouettes, Thirdlove expanded into reusable nipple covers. Key design features include invisible infinity edges designed to disappear under fabric, a breathable micro-perforated surface, and a secure edge adhesive with a non-sticky center for "ouch-free" removal.
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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