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Welcome back: it’s the second installment of Launch Digest, TQE’s guide to all things new in the DTC world each week. If you missed the inaugural dispatch, check it out here.
This week, some of our favorite brands branched into new categories spanning savory, sweet, and even fruity new drops. Without further ado, here are the launches you’ll want to check out (and shop) this weekend:
In perhaps this week’s most exciting launch (and certainly its sweetest), Brightland debuted a new category of pantry essentials outside of its beloved oils and vinegars: Honeys. With a California Orange Blossom Honey and a Kauai Wildflower Honey sourced directly from 3rd and 4th-generation beekeeping families, this drool-worthy launch is perfectly aligned with Brightland’s brand origin story.
Founder Aishwarya Iyer has long been committed to exposing the fraudulent practices of the olive oil industry. Now she turns her attention to honey, the third most faked food in the world (behind milk and olive oil): fraudulent manufacturers dilute real honey with syrup, or chemically modify the sugars to imitate the look of real honey. This depresses the price for real honey, threatens the economic viability of beekeepers, and corrupts the health benefits, aroma, and flavor of pure honey. After sampling nearly 50 types of honey (yes, you’re reading that correctly), the Brightland team has crafted these two jars to be intensely flavorful, raw, and unfiltered. My only complaint? I wish these had launched a week earlier (in time for the traditional Rosh Hashanah delicacy of apples dipped in honey).
Partake Makes Pizza For Everyone (Even Your Friend With A Million Dietary Restrictions), $23.99 per 3-pack
Partake, the Black-owned and female founded food brand backed by Rihanna and Jay-Z, just added pizza to its line of delicious vegan, gluten-free, and allergy-friendly products. The Pizza Crust Baking Mix is Partake’s first savory launch, and it also means that you can now invite your friend with a million dietary restrictions to your at-home pizza party. Or, if you’re me (the friend with a million dietary restrictions), you can finally understand the joy of an at-home pizza party. And that’s amoré.
As a card-carrying member of the Moon Juice greatest fans club (if only this existed), I closely follow and examine every new adaptogenic-spiked and sprouted superfood treat that stems from Amanda Chantal Bacon’s empire. The latest? Ting, a powder that packs a B Complex -- extracted from Tulsi and Guava -- and Ginseng for enduring but calm energy. It’s sweetened with Monk Fruit and supposedly tastes like Mango. While I have yet to try, I’m eager to get my hands on this. Energy without the jitters or crash? Sounds like my afternoon espresso habit has met its match…
Lykke Wullf: Say Hello To Ranch-Core, from $168
Lykke Wullf, one of my favorite DTC clothing brands designed and sewn in Los Angeles with an eye for environmental responsibility and sustainability, just launched a new Ranch Collection in time for your Fall wardrobe refresh. Featuring the brand’s timeless painter pants, denim, and overalls in new fabrics and patterns, along with crisp and chic cotton blouses that go with everything, it’s the perfect capsule collection for all your Summer to Fall transitional style needs.
It certainly doesn’t hurt that the campaign styling and imagery is making me want to throw out the rest of my closet and upend my life to move to a remote ranch somewhere in central California. I’ve never wanted mule clogs and cowboy boots so badly.
Parade, every cool person’s favorite underwear brand, just released a Fruit Salad collection. Featuring its classic mesh styles in fruity and embroidered iterations, the new launch is so undeniably fun, I might just have to make my first-ever Parade purchase (I’ve got my eyes on the Days of the Week pack). Each order comes with a limited-edition Fruit Salad silky scarf, so you -- and I -- will want to act fast.
Earlier in the year, I had a chance to test Dossier, the DTC fragrance brand crafting perfumes inspired by designer fragrances -- and selling them at a fraction of the luxury price. By eliminating prestige pricing, advertising, and packaging, Dossier is able to price its vegan, cruelty-free, and high-quality designer perfume blends starting at just $29. This week, the brand launched 5 new candles inspired by its best-selling scents. For just $39, the candles are made of 100% vegetable wax, and replicate fragrances from Le Labo, Dior, and YSL. If these candles are anything like the brand’s perfumes, they’re sure to blow your mind.
I can’t stop writing (or thinking) about candles. As the air gets a little crisper -- yes, even in Los Angeles -- just a description of a Fall-adjacent candle is supremely tantalizing. Otherland’s newest Homestead Collection just dropped this week, inspired by Autumn and featuring scents like Sriracha Rose, Tomato Terrazzo, and Berkshires Granola. If a candle has “Oat Milk” listed as a fragrance note, I’m probably going to buy it. Some of these names are so twisted, I think I’ll need to smell them in person to actually understand what they mean -- but I kind of love that.
I’ll be back next week with a new set of launches in the DTC universe. Email me directly -- email@example.com -- with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.