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With March came the start of spring and an influx of new beauty brands. Among them are two new additions to the celebrity beauty marketplace, both of which also earned space at Sephora — Cay Skin is currently online-only, while GXVE is also in stores. There’s also a new Gen-Z “headcare” brand, which joins the growing list of brands coming out of the editor-to-founder. Read on to discover seven brands worth having on your radar as the month comes to an end.
Squigs
A new entry to the world of playful, not-Millennial Pink-packaged brands aimed at Gen Z is Squigs, launched by Popsugar fashion editor Nikita Charuza. The brand debuted with “headcare” products, including a product for the scalp and a product for the face. The $34 Gooseberry Delight Hair Oil heroes amla oil, a prized ingredient in Indian tradition for centuries and known to promote hair growth. The Double Shot Face Serum, $28, is a bi-phase formula that blends hyaluronic acid and niacinamide with avocado oil and squalane. The company will donate a portion of its annual proceeds to a mental health organization. Shop it here.
Neen
Jeanine Lobell founded Stila in 1994. Now, she’s back with Neen, which is also makeup but a bit less straightforward in concept. Subscribers receive a postcard each month with samples of makeup products attached. The postcards also feature QR codes, which can be scanned to pull up tutorials that round out the experience and explain how to get the look. Also via the QR codes, subscribers can purchase full-size products. The tutorial steps can even be paused, rewound or fast-forwarded via voice command, so the user never needs to put their makeup brushes down. A subscription is $12 per month. Shop it here.
Dr. Rossi Derm MD
Dr. Anthony Rossi is both a dermatologist and an oncologist. Combining his expertise, including his experiences caring for his cancer patients, he formulated his skin-care line, which debuted direct-to-consumer with five products. They include an oil cleanser, a lactic acid-based liquid exfoliant, a serum, an eye cream and a night cream. The line was inspired by Rossi’s cancer patients, who, he said, are often looking for anti-aging formulas that do not present a risk of irritation. The result was the collection’s hero ingredient, the proprietary Bio-Theriac complex, which blends a biomimetic sea anemone venom peptide with hyaluronic acid and niacinamide to calm and hydrate skin. The complex hinges on Rossi’s discovery around TRPV1, the protein responsible for causing us to feel pain when we touch fire. He found that the protein often overreacts and can result in premature aging. His products, therefore, aim to temper hyper-sensitivity and prevent premature aging. The collection, currently available on the brand’s site, ranges from $78-$198. Shop it here.
Beauty HAC
HAC’s founder, Hillary Clark, has worked in the beauty industry for two decades — at one point, she was the youngest beauty director in Nordstrom’s history. The brand launched direct-to-consumer with two products, each with a built-in applicator. The brand’s Neck/Face Serum ($130), applied via a metal roller that can be cooled, features vitamin C, peptides and bakuchiol. The product is also tinted green, which helps conceal the appearance of fine lines and wrinkles, according to the brand. The Eye Serum ($95) uses vitamin C and peptides to brighten and depuff long-term, while an orange tint helps to color correct and illuminate upon application. HAC is an acronym for “holistic and clinical.” Shop it here.
Restorative Elements
Alchemee, the company behind Proactiv, is also behind Restorative Elements, a new collection targeting hyperpigmentation. It’s the company’s “first of many new brands,” according to the press release. The brand launched with three products: a brightening gel cleanser, AHA resurfacing pads and a dark mark corrector, all of which are sold on the brand’s site. The brand uses a blend of gentle ingredients, including centella asiatica, niacinamide and licorice root, to brighten dark spots — whereas harsher ingredients like hydroquinone have traditionally been used to address hyperpigmentation. When purchased as a set of three and with a subscription (like Proactiv), the price is just $49. Separately, the cleanser is $36, the pads are $68, and the corrector is $74. Shop it here.
GXVE
Gwen Stefani’s new makeup brand, Gxve (pronounced like “Give”), brings the singer’s signature aesthetic to the masses, inclusive of numerous takes on her red lip. Products in the first drop include a matte lipstick, a satin lipstick and a liquid lipstick. There are also two eyeshadow quads, two shades of eyeliner, two brow pencils in seven shades each and a priming oil. Prices range from $24-$48. Shop it here.
Cay Skin
Another celebrity-founded brand that made its way into Sephora shortly after its DTC launch is Cay Skin, by model Winnie Harlow. The brand launched with an assortment of SPFs in different formats, including a lip balm, a body oil, and both mineral and chemical creams for the face. “Traditional sunscreens are notorious for being heavy, uncomfortable, not wearing
well under makeup and, worst of all, leaving a white or purple cast, especially on people of color. This has led to so many people I know skimping on sun care in everyday life,” Harlow said in a press release. Such was the inspiration to create a collection that could do it better. Shop it here.
