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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. With each passing week on the countdown clock to summer (arguably we’re already there) the quantity of new launches exponentially grows: A new scent that smells like flowers made fragrant by the sun; your haircare holy grail for beachy waves any place, any time; and artisan ice cream for dogs. Stay till the end and I’ll reveal the MDW sales I’m planning to shop (and might even be shopping as you read).
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Seed Takes One Giant Leap For Womankind
If you read my interview with Seed founder Ara Katz earlier this year, you’re already familiar with the company’s dedication to the delicate and vast science of the human microbiome. This week, Seed introduced a significant breakthrough for vaginal health: a first-of-its-kind, 3-in-1 vaginal synbiotic suppository developed from over fifteen years of research by vaginal microbiome scientist Dr. Jacques Ravel, clinically validated to restore the vaginal microbiome. Comprised of three proprietary strains of Lactobacillus crispatus – the vagina’s most protective bacteria – with a prebiotic and postbiotic complex, the formulation was demonstrated to restore and maintain an optimal vaginal microbiome 10 times more effectively than a leading oral vaginal probiotic.
In line with Katz’s dedication to prioritize science-backed innovation in the face of centuries of medical misogyny and lack of attention to women’s health conditions, the new VS-01 is rigorously tested for safety and efficacy, and is non-toxic, non-irritating, vegan, and made without dyes, fragrance, PFAs, BPAs, preservatives, and parabens. Seed is not just innovation-oriented; they’re also on a mission to democratize safe and effective care. You can purchase VS-01 with an HSA or FSA card and, if you’re a nurse, doctor, student, teacher, first responder, or veteran, don’t miss your discount at checkout.
Beachy Waves And Summer Scents In Newly Launched Bottles
Crown Affair launched a Texturizing Air Dry Mousse, designed to give your hair a voluminous post-ocean wave without the weird crunch of the 2014-era Bumble & Bumble Surf Spray (real ones will remember). Made with a blend of Bolivian Pink Salt, hydrating Tsubaki Meadows oils, and a strengthening plant protein blend, the Mousse texturizes without drying – so you can look like you just spent the morning in Malibu, even if you live across the country. (Shameless plug here for the brand’s shampoo and conditioner, which are my most reliable guarantors for a good hair day and more than a few compliments.)
Clean fragrance brand Maison Louis Marie introduced its latest olfactory invention this week: No. 14 Icila, the brand’s first warm floral scent bursting with Ruby Pamplemousse, Mandarin Leaf, and Jasmine, grounded by a core of Dark Plum, Vanilla Flowers, and Sakura Blossoms. Whether you’re making it your new signature scent or lighting up your living room, No. 14 is soon to be your #1.
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Hot New Couples
Summer’s heating up and we’re catching quite a few brands (and celebrities) in bed together…
M. Gemi and Cosabella collaborated on a swimwear and sandals capsule inspired by the vibrant blue and orange hues of the Italian coastline. Love the idea of casually relaxing poolside in a bikini and these platform suede sandals. Speaking of sandals, Ciao Lucia partnered with NY-based shoe brand Margaux on the Palermo Sandal: ankle-wrap, barely there footwear made in Spain. Best paired with an easy breezy Ciao Lucia number and a spritz.
Meanwhile, beauty brands are collaborating with celebrities. MERIT partnered with remarkably beautiful fashion legend Grace Coddington to debut a new Ginger shade of their Signature Lightweight Lipstick. It’s designed for red-heads, but delivers just as reliably on a range of hair colors and complexions – and complements MERIT’s #1 best-selling Flush Balm shade, the soft peach Beverly Hills.
Contributing to my developing conspiracy theory that clean beauty brands meet in a boardroom and decide to launch the same genre of campaign at the same time (see: lightweight bronzer and hydrating lipliner of our last two weeks’ Digests), Augustinus Bader worked with Sofia Coppola on a trio of Tinted Lip Balms, formulated to enhance your lips with a sheer wash of color while simultaneously nourishing and plumping.
Pali Wine Co. worked with gardener extraordinaire Carmen Perr to release the fourth vintage of “My Fruit Trees,” a natural wine crafted from five grape varieties: Cabernet Pfeffer, Gewürztraminer, Orange Muscat, Pinot Noir, and Syrah. Yeah, they got the Gewürztraminer involved (with extended skin contact, mind you). It’s aromatic and vibrant, bursting with green apple, gardenia, and citrus, and balanced by a lively and acidic tart cherry, plum, and orange zest. Chill this and present it at your next park picnic.
Lastly, new collections for your ever-growing summer wardrobe. Praerie’s new collection answers the call to your cottage-core-meets-Montana fantasy. Shop floral maxis and cotton minis that look just as home in Los Angeles as they do with a horse (or at least styled with a horse).
Before You Go…
Two edible things (one for you, one for your dog). Italian food brand Bionaturae is gearing up to launch a first-of-its-kind pasta innovation: Organic Sourdough Pasta (it’ll be available to shop next week), meticulously made with an Italian sourdough starter and durum semolina wheat. It’s also non-GMO, glyphosate-free, and preservative-free. For your friend who swears that the gluten in Europe is just different (she’s right).
Van Leeuwen collaborated with dog food brand Ollie to launch an ice cream made just for dogs, with a sweet and salty peanut butter and banana recipe that’ll keep your dog cool as temperatures rise.
Have you seen our guide to all of the best sales this weekend? If not, study up. Personally, I’m shopping 20% off sitewide at Jenni Kayne (go straight to the cashmere – namely this perfect shrunken cardigan – for an impulse purchase you won’t regret) and select Ciao Lucia pieces that look even more compelling at almost half their price.
Happy shopping. Email me directly – zoe@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
