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The second month of 2022 brought a steady stream of new-to-market brands, all of which help paint a picture of what the beauty market will look like in the year ahead. We’re expecting a lot of attention on hair’s overall health, more products that aim to give you Botox-like benefits sans needles and continued innovation in the tools category. Discover five new brands we have our eyes on below.
Ourself
The realm of high-end, clinical skin care shows no signs of slowing down, and Ourself is the latest entrant. The brand hits the market with $30 million in funding and an all-star team. Scott Glenn, chairman, and Lauren Otsuki, executive vice president and chief innovation officer, previously developed heavy-hitter clinical brands like Alastin and SkinMedica. The brand bills itself as the”first-ever Subtopical Skincare SystemTM.” Its “secret sauce” lies in its “IntidesTM,” or intelligent peptides, according to the brand. These are said to deliver clinical results without a trip to the clinic. The range includes at-home peels for addressing skin brightness and dark spots, a daily moisturizer, and an SPF. We wouldn’t be surprised, however, if its lip care products prove early heroes. The patent-pending $145 Lip Filler instantly plumps, smooths and defines lips with hyaluronic acid. Product prices range from $45-$260, and the brand is currently available on its own website.
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Zuvi
The floodgates are open, when it comes to innovation in the hair tools space, and Zuvi, which made an industry debut at CES back in January, is now available to the public. The brand launched with a hairdryer, which, TL;DR, uses light instead of heat to dry the hair. Here’s a helpful analogy the brand uses in its marketing materials to explain how the dryer works similarly to nature: “Recall the last time it rained overnight, leaving puddles of water amidst the trees. As the sun rises and wind blows, the earth is quickly dried.” According to the brand, this means less damage to the hair and a lot of saved energy for the planet. The dryer is $349 and is available on the brand’s website.
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Gen See
Co-founded by beauty industry veterans Danya Klein and Tamar Yaniv, Gen See bills itself as “makeup so good, you’d never know it’s clean.” The brand launched with a tight collection of colorfully-packaged makeup ranging between $18-$22. The first products include the Arch Support Brow Powder Gel in three shades ($20), the Spectator Sport Mascara ($22), the Clean Sheen Cheek + Lip Color in three shades ($18), a Clean Sheen Lip Gloss ($18) and Pick Me Up Lip Matte Lipstick in four shades ($20).
Climaplex
Founded by Simon Ostler, a hairdresser and beauty industry veteran with 38 years of experience in the category, is Climaplex, which launched at Target this month. Ostler was previously an executive at brands like Tigi Bedhead and Schwarzkopf. His new venture is designed to protect hair from the climate, which, according to the brand, can have damaging effects on the hair. The collection includes seven products: two shampoos, two conditioners, a styling spray, an anti-frizz cream and a curl-defining cream. All are available at Target, and all are $9.99.
Katini
Katini Yamaoka is a half-Japanese, half-Ghanaian singer/songwriter who grew up across three continents, which allowed her to collect global beauty secrets throughout her life. The result of all that insight is Katini Skin, a collection debuting with four chicly packaged face oils with ingredients sourced from around the world. They include the Clarity Facial Oil ($95), the Collagen Facial Oil ($115), the Soleil Day Serum ($75) and the Celestial Night Serum ($85). The brand is available on its own site and will soon be sold at Saks Fifth Avenue.
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