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While most brands are turning their focus to SPF as summer kicks off, Supergoop founder Holly Thaggard announced a surprising pivot this week. After elevating SPF from a vacation-only necessity to a year-round skincare step, Thaggard is setting her sights on bottled water. Canned water, to be more precise: she’s officially launched WaterOuai, a microplastic & PFA-free canned water start up.
As anyone who’s been to an Erewhon recently can tell you, the “hydration market” is extremely crowded these days. From glass bottles to cartons to cans, “luxury” water offerings come in every format. To break into the market, Thaggard is betting on WaterOuai’s Japanese-manufactured cans made without any bisphenols (BPAs), synthetic chemicals, solvent-based curing (aka lining the inside of the cans with plastic), or PFAs. And instead of rolling out the cans in stores, Thaggard is launching WaterOuai DTC and Amazon first, as well as in select hospitality, school, and corporate settings – similar to how she initially introduced Supergoop to schools to help educate consumers. “We have changed the way the world thinks about sunscreen, and this is what we’re going to do in the water category today,” she says.
Considering Thaggard sold Supergoop two years ago to Blackstone for $700 million, I’m sure many brands and investors are taking notice of this next move.
Meanwhile, here are the best product launches we saw this week:
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First Up: Sleek Sandals From INEZ
INEZ is stepping into the thong sandal trend with the new Gia Heel. Seeing as INEZ cracked the code on the only truly comfortable pointed-toe heel (more on that in this month’s Horoscope Gift Guide!), I’m very excited to see their take on the thong sandal. The Gia Heel is available in classic black, red, and a distinctive snake colorway.
Trending: Soft Focus Blushes
VIOLETTE_FR unveiled Plume Blush, a new feather-light melt-to-matte blush in their Plume product family. Combining the melt of a cream with the airy softness of a powder, the innovative new formula delivers vibrant color that’s ultra-diffused yet impactful. We’ve loved their past Plume launches and can’t wait to try this one out. The blush was launched alongside Le Kabuki, an all-in-one blending brush inspired by traditional Japanese kabuki brushes.
Kosas released the Impressionist Multistick, a blush and lip color formulated to melt seamlessly into skin, diffusing color into a soft-focus, flushed-from-within effect. The 7 wearable, nature-inspired shades are crafted to flatter a wide spectrum of complexions. A campaign with Petra Collins will be coming soon.
Trending: High Gloss Lips
Victoria Beckham Beauty’s iconic Posh Gloss is back with a revamped formula. Infused with conditioning ingredients for smoother, fuller lips, Posh Gloss is designed to melt instantly into lips with hours of a mirror-like shine and zero stickiness. The new formula is also now available in a new rosy pink shade, Cabana.
Tower 28 launched their take on the lip plumper trend, designed specifically for sensitive skin. The ShineOn Plumping Lip Jelly is powered by VibePlump™, a plant-based ingredient that stimulates microcirculation, unlike most lip plump formulas that plump through irritation-based swelling using ingredients like chili pepper, menthol, and venom. Supporting the plumping effect is Volulip™, a plant-based peptide complex that helps stimulate hyaluronic acid and collagen production to boost lip volume over time.
Before You Go…
- In line with last week’s wave of minty mermaid-core launches, Quince launched a limited time Mint colorway across all their European Linen home offerings.
- Joining the wave of new blush releases this month is the NARS Insatiable Liquid Blush. The peptide-and-ceramide-packed, high-pigment formula was developed to be lightweight and buildable with a satin finish. The lineup also reimagines NARS’ iconic Orgasm color in four satin and shimmer variations.
- Dieux slashed the price of their bestselling Deliverance 3-in-1 Repair Serum from $69 to $62 - permanently - and launched a new 60ml Jumbo size of the popular serum.
- Apothékary released a new NMN energy tincture, Power Trip, combining NMN (which helps your cells produce NAD+) and three targeted adaptogens (Rhodiola rosea, Panax ginseng, and Alpinia galanga) to support stamina, healthy aging, and resilience.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
