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Post in The Newness


~Updated Oct 10th 2017~


A place to talk about all beauty news.... upcoming launches, sneak peeks and anything else that doesn't have a specific thread.


Thanks to everyone who contributes to this thread!






(links to new products for purchase at Sephora)





(links to new products for purchase at Sephora)











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SinfulColors Cosmetics



SinfulColors built a strong mass-market nail lacquer business with bold hues and keen prices. Now the brand wants to bring the same energy to a stagnant mass-makeup market with the launch of SinfulColors Cosmetics. The company is putting star wattage behind the launch with actress and singer Vanessa Hudgens as its global color collaborator.

“Vanessa is the perfect global color collaborator for SinfulColors — she’s not afraid to express herself or take risks. She has a love of beauty and is amazingly creative,” said Siobhan McCarthy, global marketing, senior director for SinfulColors. “She is taking color and self-expression to a whole new level.”

The expansion into makeup was motivated by requests from fans of the nail color, according to the company.


The first 18 items go on sale today on and are priced under $7. In early 2018, more than 100 stockkeeping units with retail prices starting at $3.99 will roll out to select chains.

Industry sources predict that when the full rollout hits next year, the brand could easily eclipse the $15 million mark. SinfulColors did not comment on sales.

Hudgens, who is currently working on two films — “Dog Days,” directed by Ken Marino and “Second Act,” with Jennifer Lopez — said she’s been obsessed with makeup since she was only six years old.

“I’ve been a fan of SinfulColors for many years,” she told WWD. With her foray into cosmetics, she follows one of her heroes, Drew Barrymore, who is also a beauty entrepreneur with her Flower line sold at Wal-Mart.

Hudgens will be more than a face of the brand, with the directive to help develop shades and palettes. “I like SinfulColors because it is a collection where I can express myself through makeup with no boundaries,” she said. “I am working to develop shades for my fans to play with colors the way I would.”

McCarthy added that SinfulColors is known for being irreverent and taking risks — factors she feels will help the line stand out on retail shelves. “Our bold colors and unexpected products set us apart. We are for everyone, and do not see this as competing with any other brand in the market today.” Keeping with the reputation of SinfulColors nail, McCarthy said speed to market will be a trademark of the color launches, too.

SinfulColors has been a pioneer in displays at the point of sale. When it rolls out to stores, SinfulColors Cosmetics will be housed at the cosmetics wall and also in a series of semipermanent locations. “SinfulColors has always been a disruptor in store with the merchandising of our nail collections — expect this and a whole lot more from our cosmetics line,” McCarthy said.

SinfulColors has been teasing the color expansion on social media over the past few days. The company is well aware of the power of social platforms. Last year its nail colors got a shot in the arm from two major influencers — Kylie Jenner and Kandee Johnson — who hand-picked shades for limited-edition nail polish collections.

Teaming with celebrities or social media personalities has been a hot ticket for beauty brands. Beyond SinfulColors’ past collaborations, recent examples include MAC’s just-revealed yearlong deal with Patrick Starrr and Gigi Hadid’s Coast to Coast collections, which blew out of stores.

The staged rollout of SinfulColors Cosmetics kicks off on Thursday with a preview on The online power was identified for the debut to make it easy for consumers to discover the new collection on social and “be just a few clicks away from purchasing,” said McCarthy.

That preview collection includes Face Forward (an all-over highlighter face stick), Stop & Stare Gel Eyeliner, Diva Lash Color Mascara, Shady Babe Duo Cream Shadow and Bold Brow Intense Effects. The gel eyeliner and mascara retail for $5.99 while the rest are priced at $6.99.

Hudgens will appear in digital ads to support the launch of the initial 18 products, which stretch across face and eye in an extensive range of shades and finishes. She said one of her favorites in the first installment is the Diva Lash Color Mascara that underscores the bold statement of the line. The mascara comes in vibrant colors including Lashing Out — a burgundy shade — and Lash Splash, an electric blue.



Too Faced Better Than Sex Mascara

The National Advertising Division released a statement Wednesday recommending Too Faced Cosmetics discontinue the claim that its Better Than Sex Mascara adds “1,944 percent more volume” to lashes.

Administered by the Council of Better Business Bureaus, the NAD recommended the color-cosmetics brand discontinue this claim on both the original and waterproof versions of the mascara and stop using its before and after pictures on product packaging and in online content.

In a statement issued to WWD, Too Faced Cosmetics and its parent company, The Estée Lauder Cos. said “Too Faced strongly stands behind its claims and has appealed the NAD’s decision in this case. The tests used to establish these claims were conducted using sound methodology at a highly regarded independent laboratory and the results support not only the 1,944 percent claim, but also the before and after photographs at issue.”

However, the NAD challenges this claim and the before and after pictures because the division believes it is not supported by reliable evidence that demonstrates the volume consumers can receive when applying the mascara.

Too Faced Cosmetics and its advertiser will appeal the NAD’s decision.


Wonder who's gonna win.  🤔


@ZombieMetroAnt Hahaha now don't get me wrong it's a great mascara and I love it but the NAD is right - it's not quite 1944% good.... I am pretty sure that would be impossible.  


Smiley LOL no surprise there, right @RoseCharlie? I mean, come on...1944%?!  That would be ridiculously long...

Image result for super long lashes


Ok where do I find those lashes @ZombieMetroAnt?! Hahaha Smiley Very Happy


Hahahahah @ZombieMetroAnt that is so awesome! And accurate!! Also funny that it is so SPECIFIC  - like not 2000% - not - 1900% and not even 1940% nooooo 1944%, on the dot. lol.




Dermelect Cosmeceuticals, a brand that has carved out a healthy slice of the premium nail-care business, is extending into color cosmetics.

Jumping into the brow sales frenzy, Dermelect is launching its first makeup items this month: Revitalite Brow Transformer and Brow Lift. With the foray into makeup, Dermelect seeks to leverage the reputation of its Revitalite logo which includes an eyelid and dark circle corrector that’s been in the lineup for 10 years. The Brow Lift retails for $24, the Brow Transformer is priced at $26.

“Our customers have been asking for something for eyebrows,” said Amos Lavian, Dermelect’s founder. “We didn’t want to be a me-too product.”

The company turned to South Korea for formulation and tooling. The Brow Transformer fills in sparse brows and defines thicker ones, and covers up unwanted grays. The Brow Lift is a two-step defining and highlighting crayon that makes eyes appear brighter and more expressive. The matte end works to define the brow, while the highlight end creates a luminous finish. The micronized pigments conceal and blur winkles and unwanted fine lines, according to Lavian. “We wanted something that is multi-functional. Some companies want to sell you two or three products, we wanted one that offered tightening along with color.”

Do-it-yourself brows, he added, are growing in sales as consumers get style tips from social media.

Dermelect is also launching at product to help nail biters break the habit called Resist Nail Bite. Lavian said there are many people who can’t find solutions to eliminate nail biting. In addition to leaving a bitter taste, the formula is peptide infused to make nails stronger.

In addition to selling own site, some items from of its vast portfolio of nail, skin and anti-wrinkle items are also offered at Ulta Beauty. But Lavian has hit upon a successful formula with subscription boxes, too. He’s launching a Micro Facial Exfoliating Mask with Ipsy. “We can get 500,000 to 1 million pieces into the market. People rush to social media, post and share thoughts and comments. It is a great marketing tool to get products into people’s hands. That’s half the challenge.” 



Got an email saying popsugar is launching a brand at ulta next year.


I'm not sure if it's just me but lately it feels like there's s new brand launching at Sephora or Ulta  like once a week.  I love it! 



Shiseido’s long-awaited — and much-needed — brand refresh will kick off early next year with the introduction of Essential Energy, a new skin-care range.

The Japanese-based company is banking on a confluence of neuroscience-based, proprietary ReNeura Technology and fresh marketing to regain a once dominant position in the skin-care category. Shiseido’s brand positioning has dwindled in the last several years amid advancements from existing players and an onslaught of hot young labels that leading beauty firms are clamoring to acquire.

But Shiseido aims to take all of that on with Essential Energy.

Science is at the forefront of the franchise, which will begin a global rollout in January. The line is composed of three products, to start, all variations of a hero ReNeura-charged moisturizer that retail for $48 each. These include an Essential Energy Moisturizing Gel Cream, an Essential Energy Day Cream Broad Spectrum SPF 20 and an Essential Oil Moisturizing Cream.

It’s Shiseido’s biggest skin-care launch since 2014, which saw the introduction of the Ultimune collection, currently the best-selling skin-care franchise globally (Ultimune Power Infusing Concentrate is the single best-selling skin-care product brand-wide). Thirty percent of Shiseido’s overall marketing budget for the year will be dedicated to getting the word out about Essential Energy, a similar spend, percentage-wise, to Ultimune’s rollout four years ago.

“Three years ago when I took charge of the brand…our business was kind of stagnant. That’s because we were focused on line-centric marketing,” Yoshiaki Okabe, Shiseido brand director of the Global Prestige Division, told WWD, adding that one of the first orders of business was to transform the brand’s marketing approach from line to brand-centric.

“We really wanted to show who we are and what our benefits are…[as well as] our strengths and point of difference. In order to do that, we launched a star product, Ultimune Power Infusing Concentrate, in 2014, and yet at the time our brand image wasn’t consistent enough. Our brand image was disconnected.…Because we carried out line-centric marketing, no consumers remembered who we were as a brand,” Okabe continued.

He pulled the trigger on Shiseido’s makeover in 2016, starting with a new brand code consisting of a single red line and updated logo visible on all products and packaging.

According to Okabe, the line will be the first formulated with ReNeura Technology, a innovation rooted in neuroscience that’s purported to “reawaken the skin’s ability to respond to skin care.” This is only made possible by the malleable spheres, or Active Response Powder, that are infused into the formula to help sensory nerves detect what’s happening in the outside world. Hopefully, mitochondria maintain the cellular energy necessary for “efficient nerve transmission.”

In layman’s terms, ReNeura’s intended result is heightening the skin’s “responsive power” so it can react to any outside stimulus or environmental stressor, and thus prevent any damage before it starts to take hold on the complexion.

Essential Energy was designed to specifically address the appearance of fine lines and increase smoothness and radiance of “non-responsive” skin, according to Okabe, who called “prevention” the key word.

“What’s different between conventional skin care and this…is that in the past, all normal skin-care items tried to tackle regular skin concerns and correct. But what ReNeura can do for consumers is enhance the detective capability of the skin so the skin itself can detect what’s causing the skin concerns. It’s driven by a technology,” said Kayoko Nakajima, Shiseido director of skin-care product development, pointing out that term “Beauty reboots the energy inside you” will be used in marketing materials to convey the message to consumers.

A lot is riding on this collection for Shiseido, whose executives are acutely aware that a reinvigoration of the brand is critical. The team doubled down on science and adopted a customer-centric approach that led to many, many hours of focus groups and research to figure out concerns and exactly what type of skin-care product consumers are seeking.

The key learning Okabe and Nakajima gleaned was that the consumer mind-set is different than it was in the past, even as recent as a decade ago. Previously, correcting the skin was the priority, with people seeking remedies and treatments to undo damage that had already occurred. But now, this group is concerned or even anxious, about the uncertainty of the future.

“They really want to tackle some potential skin concerns from a holistic manner so they can rule our root causes in advance,” Nakajima said.

“We figured out this insight is felt everywhere regardless of the country or the location. All over the world, consumers are feeling that their products are not effective…[and] as long as they feel existing skin care isn’t effective anymore we can deliver a consistent message to consumers about the effective claims [of Essential Energy],” Okabe added.

Research also showed that consumers have different preferences in terms of moisturizer texture. For instance, because Europeans preferred a slightly heavier cream and people in Asia gravitated toward lighter formulas, Shiseido developed a cream and a gel (the third is the cream plus sun protection).

The target demographic for Essential Energy fills a hole in Shiseido’s comprehensive skin-care lineup, which, to date, addresses Millennials, brightening and antiaging concerns for those in the 40s, 50s and up. But noticeably absent was a franchise for “older Millennials” (individuals in their 30s) to really spry Gen-Xers who are starting to see the first signs of aging. Okabe said those suffering from more serious skin issues can also pair the ReNeura infused products with their existing Shiseido regiment.

While this range contains only three products — all with the same function — to start, the impact of this innovation could be significant on the company.

A financial source in the beauty sector estimated that sales from Essential Energy could comprise 10 percent of Shiseido’s overall skin-care business in its first year. In three years’ time — taking expansion of the range into account — this could jump to 25 percent of the entire skin-care category.

The technology won’t be limited to Essential Energy, though. Over the next three years, Shiseido will incorporate ReNeura into new skin care that will be launched going forward, as well as begin to reformulate existing skin-care franchises to include the innovation.

Currently, there the six skin-care collections include Ultimune, two products that enhance the benefits of skin-care routines; Benefiance, 13 products that address dryness and wrinkles for consumers in their late 30s to early 50s; White Lucent, 14 products with brightening benefits that target dark spots; Bio-Performance, 12 products for those in their 40s and over with antiaging concerns; Future Solution, a 12-product premium range for mature skin, and Waso, seven products for teens and young Millennials that hit counters in September.

Shiseido was unable to give a breakdown of what percent of the brand’s global business is driven by skin, versus color.

When asked how the messaging and education surrounding the ReNeura Technology will be communicated to consumers at a global level, Okabe said a series of 360-degree consumer touch points — from point of sale to TV to digital — will be instrumental to the launch. He made sure to point out that Shiseido’s upping the presence of digital with this marketing strategy, inclusive of a global influencer program with a “dual approach.”

Sonoya Mizuno, a Japanese-born British actress and model, is the face of the Essential Energy across every market. Regionally, micro and midtier influencers will be tapped to create content that spans lifestyle, how-to videos, product reviews and more across their social platforms to amplify Essential Energy’s messaging. Local influencer events and experiences designed to generate buzz will also be part of the program.

“We want to allow the range to take root in the consumer’s mind over the next three years,” Okabe said. “We want to establish our brand…[and] Essential Energy will be one of the important pillar products.”



Drybar is adding candles.

Beyond a glass of Champagne and a blowout, one of the next biggest requests at Drybar, according to Kim Natale, the company’s senior vice president of product, is a candle that brings the smell of the experience home.

This month, that wish is on the menu with the launch of The Scent of Drybar candle, based on its signature Triple Sec scent.

The 6-ounce candle retails for $45 and could lead to full array of scents based on the fragrances of the popular blowout salon. It will be available at all 87 Drybar locations and on

Aside from an apparel capsule collection offered in Holiday 2016, this is the first non-hair product launched by Drybar. Although Drybar does not comment on sales, industry sources peg its sales at exceeding $110 million. The company branched into a full retail product assortment in 2013. That portion of the business comprises about a third of company sales, but packs a bigger profit punch, industry experts said.

Candles are also a booming business estimated to top $3.2 billion in sales, according to research from Mintel. Moreover, according to NPD, the biggest gains are in premium candles where Drybar’s price point competes. Acknowledging candles will fire up sales, Natale said candles are more than just an item to sell at Drybar.

“Candles have been a passion project for Alli [Webb, who founded Drybar in 2010],” said Natale. “We’re finally making it happen in time for Holiday.”

Formulated with Drybar’s notable Blanc fragrance with subtle hints of vanilla, amber and musk, the “candle really smells like Drybar,” said Natale.

But heeding safety precautions (especially with styling items in use), don’t expect to see candles ablaze at Drybar. Instead the candles will be presented on counters and available to sample.

Drybar is revving up growth outside of its traditional offer. Last month the company added a dry-styling option price at $20 versus $45 for the original wet blowout. It is a choice the company said gives customers access to products and hot tools to style hair without the washing component. It also should help Drybar broaden its reach to customers with hair textures that they don’t necessarily want blown out.

The dry-styling store format is being tested at Drybar’s Bethesda, Md., shop with the potential to roll out on a larger scale. The business is also eyeing international expansion beyond North Americ


Nails INC to expand into makeup with a new beauty range called INC.redible

Screen Shot 2017-11-03 at 11.35.04 AM.png


I feel like they're a little late on the whole jelly flower lipstick trend....


This Rose Gold Minnie Lip Balm Is Almost Too Cute to Use

This Rose Gold Minnie Lip Balm Is Almost Too Cute to Use

From PopSugar:
Lip Smacker has been delighting Disney fans with the brand's Tsum Tsum line, which reimagines our favorite characters as adorable, spherical balms. This time, the brand has outdone itself with metallic-hued Minnie and Mickey lip balms.

The limited-edition Tsum Tsum Duo Gold Mickey and Minnie ($20) set is only available on the brand's website and features a gold Mickey and rose gold Minnie. Minnie was even given a seriously gorgeous bedazzled bow for an extra dose of cuteness. They don't just look good — they also smell irresistible. Mickey comes in the scent Whipped Pineapple Magic (which reminds us of a piña colada) and Minnie smells of Strawberry Beignet.

Our favorite Disney couple has never looked so red carpet ready, and we can't wait to add these chubby balms to our collection.

@Randell, you're gonna wanna get these Heart




YBF (which stands for Your Best Friend) Beauty is entering Kohl’s Department Stores for the spring.

The line was founded by former Ford Model Stacey Schieffelin, who also created the Models Prefer brand currently available at HSN in the U.S. YBF is also sold on home shopping channels in Italy, Germany, Australia, New Zealand, the Middle East and soon to air in Russia.

“YBF beauty has proven sell-through and tremendous growth potential,” said YBF Beauty president, Brian Robinson. “The brand has a devoted fan base, currently concentrated in the TV shopping arena. However, since acquisition in mid-2016, we began building plans for retailer expansion, specifically within bricks-and-mortar. We are looking forward to a successful partnership with Kohl’s.”

YBF will be available in select Kohl’s doors in April. The assortment includes the brand’s top-selling automatic eyebrow pencil. To help build store traffic, YBF representatives will conduct special events at Kohl’s locations across the country in support of the launch.

YBF bowed on HSN in 2008 featuring paraben-free formulas in custom packaging. According to the company, YBF is currently in the top-five-visited brands across all categories on and is the number-one reviewed beauty brand. YBF is among several beauty brands owned by TPR Holdings LLC.

Kohl’s has been putting its muscle against the beauty category, adding brands such as Lorac, The Balm, Pür Cosmetics and Bliss. Last year the retailer upped its commitment to training in-store beauty consultants resulting in more than a 2 percent lift in beauty business. Square footage in stores was expanded to accommodate new brands and add service areas. The department stocks more than 40 brands in footprints ranging from 670 square feet to 1,100 square feet.


Coming online October 24, in stores in November


OOOH! I LOOOOOVE Violet Voss glitters! Do you know if it will be the glitz or their palettes?


Pretty sure their palettes are coming but unsure what else... Hope it's everything.


"Congrats to Mickey Mouse, the New Face of Kiehl's 2017 Holiday Collection!"


One of the most recognizable faces on the planet just got a major holiday gig. Congrats to Mickey Mouse, who is the 2017 face of the Kiehl's ninth annual Limited Edition Charitable Holiday collection.

Past Kiehl's holiday collaborations usually featured famous artists such as Faile, Jeff Koons, and Kenny Scharf. This year, Kiehl's is working with a beloved celebrity instead.

For some history, Mickey Mouse has been in our lives since Nov. 18, 1928, thanks to Disney. Mickey was born into the first synchronized-sound cartoon, Steamboat Willie (remember when cartoons were hand-drawn instead of computer animated?).

"More than 42 million people in the United States face hunger, including 13 million children and 5.7 million seniors," said Nancy Curby, senior vice president of corporate partnerships and operations at Feeding America. "Feeding America is grateful for the ongoing support of our partners at Kiehl's and thanks them for their creativity and commitment to helping people in need. We are excited to continue our partnership with the generous and incredibly heartwarming Disney x Kiehl's collaboration, which will help provide more than 1,100,000 meals to children and families this holiday season."

Kiehl's is equally jazzed about this feel-good partnership. "I can't think of a more fitting way to support children and families in need than with this collection featuring Mickey Mouse," said Chris Salgardo, president of Kiehl's USA. "Disney has been bringing joy to children and families everywhere for generations, and we are honored that this collaboration will raise funds for those with food insecurities, and awareness for the work of Feeding America. It's staggering that one in six children in America do not know where they will get their next meal, and we are humbled that the Kiehl's community can help do their part to alleviate that uncertainty."

As if we really needed another reason to spend our money on Disney swag! Keep reading to see your first look at all of the magical products before they are available for purchase on Nov. 2 at all Kiehl's stores and via

Special Edition Creme de Corps Grapefruit Whipped Body Butter ($38)

Special Edition Hydration Essentials Gift Set ($29)

Special Edition Collection For a Cause Set ($45)

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