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I’m back, with the best DTC launches this week -- do these Digests even need an introduction? And yes, you read that title right, the Jonas Brothers are involved. Read on, or risk being tragically out of the loop...
AMASS Relaxes Your Bar Cart With Its Ultra-Dreamy Non-Alcoholic Spirit, $59.90
In partnership with cannabis venture studio (a string of words that would have been practically illegible ten years ago) OpenNest Labs, AMASS Botanics just launched Afterdream, a cannabis-infused non-alcoholic spirit. Sure, there are plenty of brands doing CBD (and even THC) spiked drinks these days, but Afterdream is seriously in a league of its own.
AMASS Afterdream uses full-spectrum cannabis -- to get into details, it’s got 3.5 mg THC, 3.5 mg CBD, and 3.5 mg Delta-8 per serving, and includes a balanced ratio of 8 plant terpenes to enhance aroma, flavor, and feeling while mellowing and subduing any potential side effects. It has a delicious blend of botanicals “inspired by the California coast” -- fourteen to be exact -- and what kind of launch journalist would I be if I didn’t show you the full list?
It’s also zero calories, gluten-free, vegan, and has no added sugar, sweeteners, or artificial flavors or colors. I’m ready for a better (or just ridiculously relaxing) cocktail hour.
Another Week, Another Candle (This One From D.S. & Durga), $65
Do judge this candle by its cover
If I’ve learned anything from writing our Launch Digests, it’s that DTC brands invent a new candle nearly every week. Fragrance brand D.S. & Durga -- which makes one of my favorite candles, Big Sur After Rain -- just launched a tantalizing Breakfast Highlands candle that feels perfect for Fall. Questions I’m still asking myself: why do I feel like I need yet another candle? And why do the described notes of “oats,” “strong tea,” “toast,” and “hay” (yes) sound so appealing? As a major advocate for lighting a candle in the morning (imagine: the scent of this with a hot cup of coffee), I think this tempting release may be an essential purchase.
In 2021 We Get To Have Popcorn Endorsed By The Jonas Brothers, $19.99 / 4 bags
When this news landed in my inbox, it felt like 2008 all over again. Stick with me here, because the origin tale is lengthy -- but at least it’s a little more unique than your typical DTC-washed “we saw this niche and knew we needed to fill it” founder story. This popcorn originated when Rob -- the father of the Jonas Brothers’ longtime friend and former bass guitarist Greg -- brought his secret popcorn recipe to rehearsals and shows. The band became addicted to its unique salty and sweet flavor. All these years later, they’ve teamed up with Rob to bring their magical popcorn to the world.
Credit: @robspopcorn
Yes, this launch is a little ridiculous, but it’s also intriguing. Could this popcorn really be so insanely good? Rob’s Popcorn sold out on its first day of launch (more likely due to its celebrity hype than its culinary ingenuity), but I did get access to the nutrition information, and it looks like a delicious (and fail-proof) mix of savory spices with a touch of sugar. As a popcorn superfan myself -- and a Jonas Brothers superfan long ago -- I’m deeming this a worthy launch, one that targets a grown-up fangirl demographic with newfound popcorn purchasing power. Adding to cart...
Is Anyone Paying Attention To The Amazing Things Going On At Uniqlo?, from $39.90
Uniqlo U, described by the brand as “a collection of ‘Future LifeWear Essentials,’” brings together a design and research team from Paris to deliver beautiful and timeless pieces at shockingly approachable prices. Their latest Fall/Winter 2021 Collection just dropped, and the Artistic Director is Christophe Lemaire. Yes, this is real! And I don’t think we’re giving it enough attention, culturally speaking. Lemaire is bringing us perfect trench coats, padded shirt jackets engineered for a chic and no-fuss Fall look, and the timeless button-down we’ve all spent years looking for -- all at Uniqlo prices.
New Brand Alert: Le Puzz, from $28
Almost every week (much like the new candle phenomenon), I learn of a new brand that makes me ask the age-old DTC question: do we really need this? Le Puzz, a puzzle brand inspired by vintage jigsaw puzzles from decades past, makes whimsical puzzles with random-cut, extra thick pieces. When I initially read about the brand, I did ask myself this cynical question! Yet I was quickly won over by Le Puzz’s beautiful, joy-inducing website, and equally vibrant puzzles. (Seriously, go play around on their site for a few minutes, emphasis on PLAY. It’s so fun.) Before spotting this brand, I wouldn’t consider myself a major puzzle fan, but now I’m fiending for one of these to brighten up my coffee table (or to bestow as a delightful holiday gift).
I’ll be back next week with a new set of launches in the DTC universe. Email me directly -- zoe@thequalityedit.com -- with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
