Gwyneth Paltrow Reinvents Herself (Again), Parenting Products Get an Upgrade, and More

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Welcome to Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe. 

Few founders know how to make a splash quite like Gwyneth Paltrow. From the beginning, Goop was a genius marketing exercise, baiting ephemeral internet controversy and deftly converting it into real sales. But by the time their clothing arm G Label quietly launched, the world was somewhat inured to Goop & Gwyneth’s quirks. Enter, GWYN: the reimagined clothing brand from Gwyneth Paltrow that launched this week at NYFW. 

GWYN shares a lot of aesthetic DNA with its G Label predecessor – think capsule-wardrobe-friendly, Paltrow-approved neutrals like camel, greige, and navy – but now has the bona fides of designer Sofía Menassé. Menassé has major fashion industry pedigree, having just worked under John Galliano at Maison Margiela, arguably one of if not the most innovative major ateliers in the world. Though some may count GWYN(eth) out, I wouldn’t be so quick to dismiss the reinvented brand. With Menassé at the design helm and Gwyneth spinning her classic PR wizardry (including a buzzy and somewhat condescending profile in the New York Times), GWYN may have the ingredients for real staying power. 

Meanwhile on the product launch front, we’re definitely back from summer holiday – this week saw an exceptionally high volume of exciting launches. Read on for a roundup of our most-anticipated drops:

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Arey

Masque Deep Conditioner

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Credit: Arey

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Hatch

Hatch Baby

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Credit: Hatch

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Marie Veronique

All Day Age-Delay Emulsion

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Credit: Marie Veronique

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Marie Veronique
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First Up: Jewelry for the Table

Credit: Christofle

Christofle, iconic French purveyors of luxury silverware, have collaborated with innovative jewelry designer Charlotte Chesnais on CARROUSEL, a new flatware collection and case. The set is the result of extensive design development and French savoir faire, Chesnais’ curving designs taking the sculptural lines of her jewelry beyond the body to the table. I treasure my Christofle flatware set, and this new collection is an exciting contemporary update to the style of a Maison with an innovative design history reaching back to the 1830s. 

Trending: Design-Friendly Parenting

Credit: Pom

First up: exciting new babyproofing brand Pom debuted this week. The brand intends to be a new, modern, and design-driven reimagining of the long-overlooked babyproofing category. Founded by Ahyoung Moon Burrows — a creative director and mother with over 15 years of experience building iconic brands at Apple and Robinhood — Pom aims to bring design innovation, material science, and sustainability to one of the most essential (and uninspired) parenting categories.

Credit: Hatch

Sleep aid maestros Hatch are building on the popularity of the bestselling Restore 3 device with the new evolution of Hatch Baby, a complete sleep service combining upgraded hardware with personalized, expert-led support. The Hatch Restore 3 has made me sleep like a baby, so I’d trust their tech’s claims on this one. Hatch Baby is designed to be a sound machine, bedside sleep coach, nighttime companion, and parenting support system all-in-one. The device includes real-time chat support with certified sleep consultants, predictive sleep schedules, and calming lights and sounds. 

Trending: Western Inspo

Credit: FRAMA

Copenhagen-based multidisciplinary brand FRAMA introduced the latest addition to their fragrance universe, PAINTED DESERT, inspired by the colors and textures of the American Southwest. The fragrance evokes the dry desert with notes of sage, frankincense, cedar, and sandalwood. FRAMA are the makers of some of my favorite furniture, lighting, and home goods – and their store is an absolute must-stop destination on any trip to CPH.

Credit: Buck Mason 

Buck Mason is teaming up with creative and model Erin Wasson for its women’s collection. It’s the first chapter of an ongoing creative partnership, rooted in Wasson’s take on the American West. Wasson, a native Texan, works alongside Buck Mason’s Head of Womenswear, Rachel Wilder, a longtime Angeleno and former Creative Director of Haute Hippie, Frame, and Joie. As a fervent Buck Mason fan, I can’t wait to see how Wasson styles and conceptualizes her own work within Buck Mason.

Before You Go…

Credit: Simon Pearce, Marie Veronique

Food & Entertaining

  • This week saw several big food & entertainment launches. First up, Fly By Jing dropped their first ever ~non spicy~ product this week: the Classic Soy Noodles (with premium soy sauce & scallion-based sauce). They're launching this non-spicy take on its twice sold-out sun-dried, knife-cut, ready-in-6-minute noodles to make the nuanced flavors of Sichuan more inclusive, so everyone at the table (from spice fiends to spice-phobes) can dig in. 
  • Via Carota Craft Cocktails and Simon Pearce have collaborated on The Greenwich Lowball, an elegant, hand-blown glass featuring the signature chevron pattern found on Via Carota Craft Cocktails’ bar cart-worthy bottles. Each glass is handmade at Simon Pearce’s Vermont workshop and is available for purchase individually or as a pair. The brands have also dropped the ultimate host gift this fall: a range of exclusive co-branded entertaining sets pairing two Greenwich Lowballs with a classic Via Carota Craft Cocktails cocktail stirrer and two bottled cocktails from the beloved West Village restaurant team.
  • The Bouqs Co launched Small Batch Blooms, a limited-edition floral drop hand-selected from the best farms, grown in ultra-limited quantities, and curated for their rare beauty. Each limited edition arrangement features special blooms like colorful Icelandic Poppies and orchids so rare they grow just a handful of stems a year.

Hair & Beauty

Credit: Vintner’s Daughter, Santu
  • In hair & beauty news, Arey launched Masque, their newest deep hydration hair mask. It’s formulated to improve shine, reduce the look of breakage, smooth rough texture and support hair porosity — all without heaviness or residue. 
  • Face oil favorites Marie Veronique made their debut into moisturizers. The chemist-developed clean beauty brand is launching their first moisturizer with aging in mind: introducing, All-Day Age Delay Emulsion. This new daytime moisturizer is designed to delay visible signs of aging such as wrinkles, fine lines, hyperpigmentation, and loose skin. It acts like a retinol, while being safe for all skin types, including, in addition to those who are pregnant/post-partum.

Fragrance

  • Fragrance was an equally busy category: Memo Paris unveiled an exclusive limited-edition of its signature fragrance, Odéon, designed by celebrated French artist Jean Jullien. The artist reinterpreted the fragrance visually, inspired by the vibrant Left Bank neighborhood in Paris that gave Odéon its name.
  • Vintner’s Daughter launched Understory Vol. 3, the third vintage of their signature perfume oil. This year, the limited edition perfume oil features a unique bottle created in collaboration with famed herbalist Rosemary Gladstar and comes in a striking leather case. The fragrance is a grounding woodland bouquet, designed alongside master perfumer Loreto Remsing as an homage to the abundant botanical world found in the understory of Northern California’s Redwood forests. It expresses the lush liminal layer of mosses, ferns and flora that form a center of balance between the canopy above and the roots below.
  • Santu Beauty launched its new line of Massage and Aromatherapy candles. Each candle is designed to bring a calming scent (Lima Mexicana, Jazmin Tropical, Coco Corazón) and soothing feel, crafted for a clean, non-toxic burn. Highlighting Mexico’s ancestral traditions, the candle features sacred Copal oil, a special ingredient in Mexican healing practices. Known for its anti-inflammatory benefits, Copal oil helps calm irritation and support skin recovery, making it a powerful addition to both massage and aromatherapy candles.​

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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