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Much has been made online this week of the launch of actress & Béis co-founder Shay Mitchell’s now (in)famous children’s skincare line, Rini (Glamour did a solid summary of the controversy here if you weren’t tracking the launch). The dominant editorial response seems to have been “How could this happen??”, i.e. how could a celebrity-founded brand evolve from conception to launch without anyone cautioning against the likely backlash against a beauty brand targeting kids. I think the more accurate question is “How is this not happening more often?”
One of the undeniably dominant trends of the 2020s in both the fashion and beauty spaces has been the rise of the celebrity-founded brand. It seems like every week brings us another launch of a new celeb-backed brand. But for every expertly-guided launch co-developed by industry professionals, there’s invariably going to be a brand that fails due to a clearly misguided concept that was never successfully questioned.
One of 2025’s most interesting films, Alex Russell’s laser-accurate Lurker, ruthlessly evokes the isolated echo chamber that many of even the most minor celebrities find themselves in. Watching Lurker, you can totally see how a bad concept could go un-questioned in the pressure cooker of a celebrity’s entourage. As we see more and more brands developed by celebrity founders and their retinues, I expect we’re in for a wave of Rini-esque missteps in 2026. Here’s hoping the fevered (and in my opinion a little overstated) backlash serves as a lesson in being open to hearing “no.”
And now, some product launches we can all get behind:
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First Up: A Coffee Concentrate Revelation
If Launch Digest has been especially zippy this month, you can thank the caffeine geniuses at Kloo. Kloo sent me a sampler of their coffee concentrates and it is by far the best beverage product I’ve tested this year. Every blend was delicious and made my morning coffee routine easier and more delicious. The bottles are gorgeous and the coffee is expertly crafted by the coffee equivalent of wine sommeliers. Kloo recently launched Ethiopia Wine, the debut offering in their Rare Coffee Collection, spotlighting the most distinctive small-lot beans in the world. Made with rare beans from the Gesha region of Ethiopia and processed with an anaerobic fermentation (don’t worry, I had to Google that too), this concentrate apparently feels closer to wine or kombucha than your typical morning brew. I will go wherever the experts at Kloo take me, and I am eagerly awaiting this latest offering.
Trending: Pop Divas Branch Out
Dua Lipa and Augustinus Bader Science kicked off the week with the launch of DUA, a high-performance skincare line. DUA’s products are powered by Bader’s signature TFC5™, a proprietary technology that supports the skin’s natural barrier and enhances long-term elasticity. The brand is launching with a trio of products: Balancing Cream Cleanser, Supercharged Glow Complex, and Renewal Cream. Dua has apparently been using Augustinus Bader products for years, and wanted to bring their strong, science-backed track record to her skincare line. It’ll be interesting to see if this collaboration at a lower price point serves Bader in the long run.
Singer Erykah Badu just launched their Erewhon-exclusive, limited edition Mama’s Bang Bang Smoothie. The limited edition collab features hydrating Vita Coco Organic Coconut Water alongside vibrant, whole ingredients like mango, pineapple, and dates. The blend is also boosted with adaptogens and superfoods including turkey tail, ashwagandha, and lion’s mane.
Trending: Chocolate-Powered Supplements
Ritual launched their new Chocolate Essential Protein, a plant-based protein that delivers an impressive 20g of complete protein per serving. Given recent reporting on heavy metals in popular protein powders, Ritual’s commitment to sourcing clean ingredients and being transparent about their sourcing process is a major reassurance. This chocolate flavor of Ritual’s cult-favorite protein may finally entice me to commit to a daily post-gym protein shake…
Pioneering mushroom chocolate brand alice launched Zen X, their latest daily supplement. Each square of Zen X blends mushrooms, adaptogens, and botanicals like reishi, tremella, rhodiola, kanna, saffron, l-theanine, and magnesium to help regulate cortisol, calm the nervous system, and ease tension without drowsiness. According to alice, Zen X has been formulated to activate the parasympathetic nervous system without making you feel sluggish. I already am a fan of alice’s Nightcap chocolate, so I can’t wait to try what they call “a weighted blanket for your brain.”
Before You Go…
Photo Credits: Chan Luu, Graza, Cumulus, Nette x Sakara
- Cumulus launched their Holiday Shop featuring two new products in addition to their Cumulus Coffee Machine: the Holiday Roast coffee blend is a rich blend of Tanzania, Guatemala and Sumtra, and the new Holiday Spice Syrup is layered with cinnamon, vanilla, nutmeg, and allspice.
- Graza released their first-ever limited-edition wine, a Pinot Meunier produced by Limited Addition and in partnership with natural wine marketplace MYSA. The wine will be available in sets of 3, 6, or 12 bottles, or in the “Dinner Party Pack” Gift Set, which will feature one bottle of wine, the smaller squeeze Duo, a bag of Graza potato chips, and a custom cork-screw.
- Chan Luu’s released their Winter 2025 collection, featuring jewelry and apparel designed for the more contemplative fall & winter months, exploring richly-hued tones and quietly sophisticated shapes.
- Luxury clean candle brand NETTE has collabed with wellness leader SAKARA on a limited-edition Serene State candle. Crafted with NETTE’s signature clean-burning wax and Sakara’s holistic approach to nourishment, Serene State’s fragrance is designed to support stress release and mindful presence, including notes of blackberry, cherry, ginger, and green tea.
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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