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Launch Roundup: Paula's Choice, Merit, Codex and More

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  • Kawaii Girl Cosmetics' The New York Powders.
  • BL+ The Serum.
  • Baylis & Harding's Natural Body Wash and Natural Bath Soak.
  • Conscious Coconut's Hair Kit.
  • Codex Beauty Labs - Antü's Night Cream.
  • Paula's Choice launches at Sephora.

Numerous brands have announced product and retail launches, including Codex Beauty Labs, Kawaii Girl Cosmetics, Gage for Men, Baylis & Harding, Merit, Paula's Choice, Conscious Coconut, and BL+. 

Related: AS Beauty Acquires Mally Beauty

Product Launches:

Codex

Codex Beauty Labs has launched its Antü collection of skin care. 

The collection is designed to support the microbiome and protect the skin’s barrier with ingredients sourced from the low-pollution climate of the Patagonian rainforest. 

The products are formulated with its AntüComplex, a protective formula made from three Patagonian plants (matico, maqui and murtilla). 

The collection includes:

  • Brightening Moisturizer, a restoring daytime moisturizer formulated with murumuru, camapu and entadine. 

  • Brightening Night Cream, a nourishing night cream formulated with black jack flower, daisy and cupuaçu butter.

Kawaii Girl Cosmetics

Kawaii Girl Cosmetics, a Black-owned, woman-owned, Leaping Bunny Certified beauty brand, has launched its The New York Powders. 

The New York Powders are a capsule collection of multifunctional powders made with vegan-friendly, ethically sourced ingredients.

The shades are are said to be long lasting with intense shimmer that’s visible under low, natural and bright lights. The powders are creamy, blendable and offer bold color payoff on all skin tones.

Gage for Men

Gage for Men has launched its Flex Wax, a flexible styling hair wax. The product can be styled and restyled throughout the day with a medium to strong hold and with no need to wash your hair before restyling.  

Retail Launches:

Baylis & Harding

Baylis & Harding is expanding the retail footprint of its Goodness collection in the United States, launching the product offerings at Bed, Bath & Beyond. 

Making its United States debut, Bed Bath & Beyond will carry the Natural Body Wash line in three different scents:

  • Oud Cedar and Amber

  • Lemongrass and Ginger

  • Sea Kelp and Peppermint

It is also launching its Natural Bath Soak in Lemongrass and Ginger.

The fragrances use natural organic extracts and essential oils to deliver a 98% naturally derived formulation that is 95% biodegradable and packaged within a 100% post-consumer recycled bottle.

All four products will be available in more than 1,000 stores across the country.

Steve Lloyd, international sales director of Baylis & Harding, said, “We believe Goodness is the most sustainable hand and body wash national brand in the market today. It is an exciting addition to the Baylis & Harding family, giving consumers a more natural and sustainable choice at an affordable price. We are thrilled to partner with Bed Bath & Beyond and offer more consumers access to plant-based formulas that not only contain organic extracts and are gentle, but are also made with bottles that can be fully recycled.”

Merit

Merit, a minimalist, clean beauty brand has announced its exclusive retail partnership with Sephora. 

The brand has launched on Sephora.com and in more than 500 Sephora stores with Sephora's Clean at Sephora seal. 

Merit is safe for the body, skin and planet with products that are vegan, cruelty-free and formulated without parabens, sulfates, artificial fragrances, and more than 1,300 other common potential toxins.

Merit founder and CEO Katherine Power, said, "Sephora is the premier destination for all things beauty and I'm delighted to partner with such a world-class retailer to bring Merit to a new audience. Sephora's support of clean brands and commitment to offering thoughtful, intentional products to its customers makes it an incredible partner for Merit. I'm looking forward to growing together as Merit continues to develop new products, with a focus on streamlining customers' beauty routines."

Alison Hahn, SVP merchandising, makeup and fragrance at Sephora, said, "Sephora is thrilled to partner with Merit and continue our commitment to bringing clients the very best in Clean makeup, as well as supporting brands that have a strong sense of purpose. Merit is an incredibly thoughtful brand, hyper-focused on listening to client needs and delivering products that meet their goals–like minimalist less is more essentials–which aligns seamlessly with our values at Sephora. Founder Katherine Power's entrepreneurial instincts and sense for what makes a beauty brand unique is spot on, and we are so excited to introduce Merit to our Sephora community."

Merit founder and CEO Katherine Power, said, "Sephora is the premier destination for all things beauty and I'm delighted to partner with such a world-class retailer to bring Merit to a new audience. Sephora's support of clean brands and commitment to offering thoughtful, intentional products to its customers makes it an incredible partner for Merit. I'm looking forward to growing together as Merit continues to develop new products, with a focus on streamlining customers' beauty routines."

Alison Hahn, SVP merchandising, makeup and fragrance at Sephora, said, "Sephora is thrilled to partner with Merit and continue our commitment to bringing clients the very best in Clean makeup, as well as supporting brands that have a strong sense of purpose. Merit is an incredibly thoughtful brand, hyper-focused on listening to client needs and delivering products that meet their goals–like minimalist less is more essentials–which aligns seamlessly with our values at Sephora. Founder Katherine Power's entrepreneurial instincts and sense for what makes a beauty brand unique is spot on, and we are so excited to introduce Merit to our Sephora community."

Paula's Choice

Another brand now available at Sephora is skin care brand Paula's Choice. 

Paula's Choice has begun the roll-out with a digital-first launch of 25 products, followed by a full United States retail distribution in all 455 stores in April 2021.

The launch will also introduce Paula's Choice first-ever Clinical Niacinamide 20% Treatment. 

Conscious Coconut has announced its retail launch in Whole Foods and Urban Outfitters with its sustainable hair mask kit and quick dry hair towel. 

The products are certified organic and fair trade as well as sustainable and vegan. The brand also donates two meals to Feeding America for every kit or towel sold. Since its launch six years ago, it has fed 500,000 kids.

Tara Poseley, CEO of Paula’s Choice, said, "For over 25 years, we have been empowering our customers with more than just proven products—we’ve given them the exact research and truth they need to take the best care of their skin. Our partnership with Sephora is a natural one. Their best-in-class standards, inspiring community engagement, experiential omnichannel expertise, and unrivaled education program perfectly align with our strategic vision. We’re so excited to bring both new and existing customers a truly unmatched experience.

Brand Launch:

BL+

BL+ has launched its brand with the BL+ Complex Serum.

BL+ Complex is a formula designed to prevent UV-induced collagen break-down, while promoting collagen synthesis and improving barrier function. It contains a blend of microalgae and silica encapsulated into a delivery system that utilizes biomimicry to effectively deliver the active components deep into the skin.

The serum is formulated with the complex, vitamin C, and three forms of hyaluronic acid (sodium hyaluronate, hydrolyzed hyaluronic acid and fragmented hydrolyzed hyaluronic acid) as well as Blue Lagoon seawater. 

BL+ research scientist Ása Brynjólfsdóttir said, "For over three decades we have studied the waters and its unique ecosystem to understand its beneficial effects on the skin. The scientific journey from discovering the healing properties of bathing in the water to developing a product that holds our bioactive ingredients involves a tremendous expenditure of time and effort. That's what it means to go deep into nature, deep into science, and deep into the skin."