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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. We’re a bit in over our heads this week – which ultimately, for those of us who are serious readers (shoppers), is a wonderful and dangerous thing. Beverage launches from celebrities both brunette and blonde; a loud luxury price-spike from DTC darling Reformation; a topical salve that soothes tired muscles overnight; and so, so much more. Continue at your own risk, but I hope you’ll join me.
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Drinkable Drops, from $25
As you’re hopefully well-aware by this point, it’s rare that a new beverage enters the scene without making a stop by my inbox. I’ve carefully pored over this week’s news, and we’re left with three very tantalizing launches worthy of joining your next summer picnic or dinner party.
Two of Hollywood’s most powerful – and perhaps slightly terrifying, depending on your vantage point – blondes have teamed up this week. Cameron Diaz’s organic and vegan-friendly wine, Avaline, has partnered with Gwyneth’s goop Kitchen (don’t ask me to explain the capitalization here) to release “Cameron’s Summer Crunch Salad” in celebration of Avaline’s new Sauvignon Blanc ($26). If you’re based in LA, you can order the salad directly from goop to pair with Avaline’s crisp, rose petal and grapefruit-forward Sauv Blanc. If you’re not based in LA, don’t panic: you can recreate the salad with an imaginative mix of diced vegetables, mango, and a miso vinaigrette. It’s not rocket science, but it is refreshing.
In the world of beverage brands run by brunette celebrities, Katy Perry’s non-alcoholic De Soi just introduced its new Tres Rosé ($25 per 4-pack), designed to evoke the summer sensation of a glass of – you guessed it – rosé. With notes of raspberry balanced by rooibos, and boosted by lion’s mane and saffron, it’s bright, bold, and makes for a perfect party bev that might even improve your morning after.
Lastly, Aura Bora keeps it simple (but still weird enough to be launch-worthy) with its new Raspberry Vanilla flavor ($33 per 12-pack). Which actually sounds totally delightful. Sue me! And happy sipping.
"I have never been a huge drinker but have to admit that there is nothing more satisfying and refreshing than a chilled glass of Sauvignon Blanc on a hot summer day. Cameron Diaz's brand Avaline is the only wine I've been able to drink that doesn't give me a headache a few hours after drinking which I largely attribute to their organic grapes, no additives, and transparent production. Their newest summer Sauv is their lightest sip yet, with crisp notes of ripe citrus and a hint of rose petals — pair with a sunny pool day and you have a match made in heaven." —Lauren Kleinman
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Not So Quiet Luxury: Reformation Decides It’s Time To Double Those Prices!
Reformation just partnered with Brock Collection’s Laura Vassar to debut “The Collection,” a (creatively-titled) capsule of pieces that are guaranteed to strike an arrow straight through your heart – and achilles heel – if you’ve ever considered yourself tempted by the classic Reformation dress or floral print. The arrow might also hit your wallet, if you’re in the metaphorical splash zone. The brand’s collab with the luxury Brock name means that a dress ($620) from The Collection makes Ref’s typical $300 sweet-but-chic-and-also-sexy numbers look reasonable by comparison. If your budget allows, however, these sustainable dresses, skirts, and tops in structured and elegant silhouettes are giving “Ref’s older sister” – and might be essentials in your wardrobe for years to come.
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WTHN Helps You Heal While You Sleep (Or Work, Or Play)
WTHN, the New York-based brand bringing beautiful acupuncture clinics to the city, along with Chinese herbal formulas and self-care tools like cups and ear seeds to your door, just introduced its latest topical: the Head To Toe Muscle Rub ($42). Made with powerful botanicals from the Chinese herbal pharmacopeia like Frankincense, Notoginseng, and Dong Quai (also known in Western herbalism as Angelica Root), the salve draws on remedies that have been used for centuries to reduce inflammation and provide instant relief for sore or painful muscles. If you’re at all familiar with more traditional topicals, you might recognize these ingredients from Evil Bone Water (Zheng Gu Shui) and Ching Wan Hung, both legendary for soothing everything from muscle fractures to bad burns. And yes, it’s got a light lavender scent that will send you straight to sleep – and overnight healing, rather than a band-aid solution. I’d trade that for tossing and turning with low back pain and stiff shoulders, if I were you.
Universal Standard Breaks New Ground With Swimwear That Doesn’t Show Your Entire Ass At The Beach
Obviously, there’s nothing wrong with showing your entire ass at the beach. This is a beautiful practice! But it’s not for everyone. If you prefer to leave at least a sliver of skin to the imagination, Universal Standard is bravely resisting influencer-mandated scrap-of-fabric bikinis with its 8-piece size-inclusive swim collection, which marks its inaugural swimwear line. Thank god.
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Elsewhere Across The Internet (And Perhaps Soon To Be In Your Cart)
The M Jewelers introduced a Tennis Bracelet collection that doesn’t look anything like its stuffy, WASP-y predecessors. I’ve got my eye on the Heart Bracelets – rainbow or classic. I’m not picky!
With Jean dropped a collection of graphic tees sure to please a generation that grew up on Von Dutch, Juicy, and Paul Frank. Each tee is precisely $69, and styled on rail-thin models in low-rise Y2K pants and jeans. No comment.
Alo Yoga is slouching (correction: sprinting) towards athleisure hegemony. The latest? Its first foray into footwear, with the new Alo x 01 Classic Sneaker ($185) that sold out 30 minutes after the first drop at the end of May. The brand continues to announce limited drops, each selling out within the hour. A smart strategy, or a truly hot sneaker? You decide.
Mansur Gavriel’s new bags, specifically the Bloom ($595) and Candy ($545), are simply perfect. I’ll take a mini Bloom in the bright pink Dolly, and the Candy in a neutral Sand.
Happy shopping. Email me directly – zoe@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
