1 – One-step showstopper: Serum that contains 11 actives aim to help consumers overwhelmed by skin care choices
India-based beauty start-up D’you believes the number of single-ingredient skin care products have inadvertently created more confusion among beauty consumers and has developed an 11 active multitasking serum to tackle it.
D’you is a beauty start-up based in India that offers one product, a premium skin care serum called Hustle (U$40).
Despite being only a year old, the company has a repeat purchase rate of up to 40% and is recording profits after breaking even in its seventh month in business
Founder and CEO Shamika Haldipurkar, a former lawyer, attributed the firm’s success to the efficacy of its serum, which was formulated in South Korea.
2 – Mindfully made: Spa brand endota targets new market with accessible new range of conscious products
Aussie beauty and wellness company endota has introduced a new clean beauty label that aims to make conscious beauty products more accessible to a wider market.
Clean by endota is a new range of natural personal care products featuring hand and body washes and lotions made to its clean beauty standards of harnessing botanical ingredients for its products.
The COSMOS-certified products, which range from A$25 to A$30 (U$18 to U$22), were designed to make clean and organic products more accessible to a wider market.
“[Consumers] have a strong focus on improving their health and well-being and choosing products that are treading lightly on the earth, with regard to being ethical and sustainable, looking after our land, our people and our environment,” endota founder and CEO Mel Gleeson.
3 – Colour theory: GoPlay moves to target US market with new and improved DIY lipstick system
Singapore-based beauty start-up GoPlay looking to zero in on the US market following the rebirth of its new and improved DIY lipstick system this coming November.
GoPlay's Lipskit is a make-up tool that lets you make any lip colour in various textures, from long-lasting opaque mattes to sheer tints.
Since unveiling the Lipskit in August 2019, the beauty market has experienced huge shifts triggered by the COVID-19 pandemic, some of which impacted the beauty start-up greatly.
Like many online direct-to-consumer brands, it benefitted greatly from the great online shift of 2020.
4 – Lather and save: Waterless brand Bhuman unveils powdered shampoo to ‘make bigger impact’ on sustainable mission
Zero-waste personal care brand Bhuman has launched a new water-activated powdered unisex hair wash, a move the brand believes will enable it to make a bigger positive environmental impact given the high penetration of shampoo.
Bhuman is a waterless personal care brand by Yeeli Lee, former vice president of Amazon China and brand consultant that has worked with Unilever, Proctor & Gamble, Coty and The Estée Lauder Companies.
The brand, which launched in 2020, specialises in waterless products, allowing it to cut down on emissions from transport as well as packaging – especially single-use plastics.
Its first-ever product was the B Clean Waterless Facial Wash Powder, a 100% plant-based enzyme powder cleanser.
5 – Ticking all the boxes: Shakeup Cosmetics expands into skincare with intuitive multitasking launches
Shakeup Cosmetics has expanded its line-up with two new skin care offerings that were developed to meet the needs and concerns of the busy modern male.
Shake-up Cosmetics was established in 2018 by Beijing-born twin brothers Shane Carnell-Xu and Jake Xu. The brand made its debut in the market in 2019 and is best known for its range of men’s make-up products that are enhanced with skin care benefits.
Recently, Shakeup made its entry into the skin care market with the release of two products: a facial moisturiser and a charcoal facial mask.
Hydrate In A Hurry is a portable solid moisturiser stick infused with ingredients such as witch hazel, cucumber extract, and hyaluronic acid. It was developed to be suitable for all skin types.