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I’m both a shopping addict and a DTC skeptic. While I regularly seek out news about the latest and greatest in the DTC world, I’m just as often rolling my eyes at the new mushroom latte that I supposedly “need” (but already own from five different brands). In many ways, this makes me your perfect guide: sit back and relax, and allow me to curate your weekly Launch Digest.
This week was light on launches, but I’ve collected all the newest products and brands that have been on my radar (and sure, in my “Your Order Is On Its Way” email confirmations).
Natural skincare brand OSEA just launched its newest Seabiotic Water Cream, which supposedly protects against free radicals and restores skin that has been exposed to blue light and pollution -- all of which are hefty promises. I was lucky enough to sample this after it launched in late August, and the combination of seaweed, ultra-hydrating squalane, and microbiome-friendly pre and probiotics have been luxuriously hydrating and cooling my skin (especially after major sun exposure in LA’s latest heat wave, and many hours spent in front of my computer screen). I highly recommend pairing this with my favorite product from OSEA, the Black Algae Mask, for a very legitimate at-home spa experience.
Most of the apparel brands I care about these days inhabit a grey area of high-fashion and DTC -- they’re digitally native and ship direct-to-consumer, but they also often pop up with in-person shows or experiences. Because the Vogue Runway app occupies 50% of my screen time and it is NYFW, I would be remiss not to mention a few DTC fashion releases I’m excited about. Musier Paris’ FW21 collection debuted last week, and Ciao Lucia launched a drool-worthy, best worn in the English countryside Fall collection in early August (if I had all the money in the entire world, I’d build my Fall closet from it).
Aimé Leon Dore dropped an unsurprisingly stellar first installment of its FW21 collection (and its corresponding, always impeccably styled, “The World’s Borough” editorial) just this past week. I have been eyeing the penny loafers for over a year now, but truthfully, all of the brand’s well-hyped drops are giving me e-commerce fatigue. While much of ALD’s best might already be sold out (and safely in the hands of well-dressed men in your local metropolitan area), I’m still clicking away at Musier and Ciao Lucia.
In what is perhaps the week’s best brand-aligned collaboration, MadHappy launched sunglasses in partnership with Futuremood. Developed with Futuremood’s signature halochrome lenses, the glasses are designed to “elevate your mental state.” While I haven’t tested them myself to ascertain if this is true, you will at least look very cool -- a state of being that will have a net positive impact on your state of mind.
Hilma is a DTC gem I often forget about. But I’m glad my social feed blew up the brand’s latest launch: the De-Stress Bundle featuring their Tension Relief supplement, De-Stress Tea, and a soothing candle with notes of Lavender and Bergamot. Made with impactful herbs like Willow Bark, Magnesium, and Skullcap -- all of which target the physical manifestations of stress and inflammation -- the Tension Relief supplement is the real deal. The same goes for the Tea (and with Rooibos and Cardamom, it sounds delicious, too). A bonus? I’m a big fan of the landing page for the bundle, which goes into detail regarding the science behind the herbs and materials they’ve sourced for each product.
Do I need another candle? Of course not. Am I still eyeing this new category launch from Ouai? Yes, and I will not be taking further questions at this time. Ordinarily a candle launch might not be that feature-worthy, but the brand’s foray into the category is especially exciting, considering that the signature fragrances of its products -- from perfume to shampoo -- are truly intoxicating. In understated, sleek jars and OUAI’s Melrose Place and North Bondi scents, these candles might just become a staple in your home -- and at only $44, perhaps mine, too.
To be very honest, I do not know when this launched, but I just found out about it this week and need to discuss it. Pzaz has developed a “Caffeine Mist” that is exactly what it sounds like: an instant energy mist, vegan (of course), made with caffeine from green tea, Vitamin C, Zinc, and electrolytes. I do not want to consume this at all (call me old fashioned, I’ll stick to my espresso), but I am hypnotized by the brand’s chaotic, colorful, at times stressful, and mostly hilarious Instagram presence and website. If you are also frightened by the thought of trying the mist, at least peruse the brand’s digital footprint. And if you do give Pzaz a spray -- I cannot believe that is English -- let us know what you think.
I’ll be back next week with a new set of launches in the DTC universe. Email me directly -- firstname.lastname@example.org -- with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.