Agenda-setting intelligence, analysis and advice for the global fashion community.
Welcome to Haul of Fame, your weekly roundup tracking the new products and ideas driving the beauty industry forward.
Included in this week’s issue: Alice Mushrooms, Dr Diamond’s Metacine, Dr Squatch, Nyx Cosmetics, Peloton, Pleasing, Touchland, Jones Road, Rael, Valentino Beauty and Vaseline.
But first…
The Italian hair care brand Davines doesn’t do things by halves. In addition to relaunching Essential Haircare — the 22 year-old, salon-stocked collection which accounts for 25 percent of its business — the company has decided to change its tagline: No longer “Sustainable Beauty”, Davines is now “For a Good Life”.
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”We’re using this as an educational tool. Yes, we make shampoo and conditioner, but that’s just a small part of who we are,” said Mark Giannandrea, the brand’s global general manager.
The Essential Haircare collection sprawls across nine different lines, each devoted to a particular benefit like Nounou for dry hair or Minu for shine and vibrancy. They’re not only stocked in retailers like Sephora and Selfridges but also sold and used in a wide variety of salons. As of April 22 — Earth day — they’ll be distilled into tweaked packaging made with bio-circular-certified plastic, with formulas remixed to include an average of 93 percent ingredients of natural origin.
More than simply making its products even better, the relaunch provides an opportunity to refine — and amplify — the brand’s commitment to sustainability, which has been at the core of Davines’ business since its founding in 1983, Giannandrea said. Many of the ingredients come from the brand’s farms in Parma, Italy, but the brand has incrementally levelled up its “regenerative farming practice” by partnering with agricultural researcher Rodale and attaining certification from the Regenerative Organic Alliance.
According to social media agency Sociallyin, 74 percent of consumers say organic ingredients are important to them. But in the crowded hair care market, a strong brand identity is also critical to break through. Though legacy brands still hold significant shelf-space across the salon-channel, younger brands such as ColourWow, Not Your Mother’s and Amika have entirely leapfrogged them within consumer sentiment.
Relaunches are a low-risk way for a sleepy brand to re-enter the cultural conversation and align a brand with the current moment. Across hair care, several brands are recalibrating: Just last week, It’s a 10 hair care announced Khloe Kardashian as its newest ambassador; once white-hot Olaplex rebranded under the stewardship of chief executive Amanda Baldwin last year.
But to couple a relaunch with a reformulation magnifies the risks — especially for a salon-specific channel such as Davines, whose clients rely on their formulas for their own livelihoods. There’s also a far more pressing question: How much do consumers care about sustainability? Leading brands like ColourWow hardly sell themselves on their supply chains; Dyson may be newly emphasising its own farming practices, but they’re hardly the deciding factor for a consumer weighing up whether to pull the trigger on one of its $60 Chitosan stylers.
But the brand is not necessarily up against more trend-driven, buzzy brands. By reaffirming how evolved its practices are among an industry of greenwashers, it also sharpens its lifestyle proposition against more suitable competitors, such as Kérastase, who differentiate themselves by way of bio-based, up to 98 percent naturally derived ingredients.
“We’re not trend-driven. We’re purpose-driven,” said Giannandrea. “It’s about educating the consumer on how they can spend their money in a mindful and fruitful way which makes the world a better place.”
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What else is new…
Makeup
Who: Jones Road
What: Blushing Stick ($34)
When: April 14
Why: Bobbi Brown’s Slow and steady DTC cosmetics brand Jones Road made an uncharacteristically splashy move this week, announcing model Emily DiDonato as its first brand ambassador or “chief blush officer.” The announcement coincides, of course, with the launch of Blushing Stick, a signature minimalist product with buildable colour payoff.
Skincare
Who: Dr Diamond’s Metacine
What: EyeLift Bioremodeling Peptide Multiplex ($225)
When: April 17
Why: Buzzy, premium, professional skincare line Dr. Diamond’s Metacine has launched a new contour collection. The collection’s first offering is also the brand’s first targeted eye area solution, and harnesses peptides and hydration to lift, plump and refresh.
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Body Care
Who: Rael
What: Slim Tampons ($8.99) Target and Amazon launch
When: April 13
Why: K-Beauty tampon, anyone? As Korean skincare, makeup and hair care continue to ascend, “South Korean engineering” has arrived in the tampon category. Rael’s organic, inexpensive tampons are designed for comfort.
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Who: Nyx Cosmetics
What: Body care collection ($10 - $18)
When: April 14
Why: When we took a look back at where beloved 2016 brands are now, Nyx Cosmetics stood out for its relevance, and longevity. It’s no surprise, then, to see them extend into body care (its first non-cosmetics category). Though I was slightly surprised to see a Fat Cheeks Butt sheet mask included in the line-up amongst various butters and oils, I’ll admit.
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Who: Touchland
What: Disney Minnie Mouse special-edition sanitiser ($20)
When: April 14
Why: Touchland’s sanitisers were already collectors items, but their commercial tie-ins cause real fervour: 19 thousand fans signed-up for the waitlist of the brand’s mandarin and vanilla-scented Minnie Mouse drop.
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Who: Dr Squatch
What: Megan Fox campaign
When: April 15
Why: Following its 2025 sold-out Sydney Sweeney bath water, Dr Squatch has tapped Megan Fox for a campaign to teach men about proper hygiene. Sex sells, baby!
Other
Who: Peloton
What: Hudson Williams announced as brand ambassador
When: April 14
Why: Speaking of sex selling. This week, Peloton revealed Heated Rivalry heartthrob Hudson Williams as its newest ambassador.
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Who: Pleasing x Alice Mushrooms
What: Pleasing Ending ($59 for two tins)
When: April 17
Why: We’re often perplexed by Harry Styles’ Pleasing at The Business of Beauty, but a sexual wellness focus is beginning to take shape at the brand. Its collaboration with functional mushroom brand Alice Mushrooms is “Pleasing Ending”, a limited-edition version of Alice’s bestselling intimacy-sparking chocolates, as well as a merch bandana.
Other
Who: Valentino Beauty
What: Official beauty partner for the 2026 Macy’s Flower Show at Herald Square
When: April 23 to May 10
Why: Valentino will build a palazzo to Macy’s flower show, starting next week. Inside, visitors can visit interactive fragrance moments and lush floral installations as they browse the show.
And finally…
Vaseline is the “official nipple protector” of next week’s TCS London Marathon. The partnership formalises the longstanding hack where runners slather themselves with the product to avoid chafing at the half-way point. For mid-run top-ups, Vaseline will be posted at 14, 17, 20 and 22. While the nipple chafing market must be teeny...a niche is a niche!
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