The Business of Beauty Haul of Fame: Gatorade, but Make It Skincare



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Welcome back to Haul of Fame, the weekly beauty roundup of new products, new ideas and — let’s face it — your first stop after a July 4th hangover.

Included in today’s issue: Aerin, Ciele, Kopari, Jo Malone, MAC, Manasi 7, Moon, Olivella, Rye Beauty, Saint Jane, Senori Swim, Valery Josef, Victoria Beckham and everybody’s favourite teddy bear.

But first:

It’s no secret that beauty is coming for elite athletes — a canny move now that, according to recent data, Americans are getting sportier. In many senses, elite athletes are also coming for beauty, with Serena Williams launching Wyn this April, and a new label, Medalist Skin, debuting from Olympic rugby medalist Ilona Maher this month.

Meanwhile, food terms are slowly becoming beauty terms, with “cold pressed” and “fermented” leaking from Juice Press to Sephora. (Don’t get me started on the “tomato puree” that’s gone from gazpacho to Loewe’s home scent empire.) Maybe in the future, we’ll have to do something on how “The Bear,” and the fetishisation of fine dining, has led to an influx of gourmet beauty terms.

For now, though, it’s more about how “optimised nutrition” is leaking into the cosmetics aisle. And how in the past month, athletic keywords and food trends have come together in the beauty world, bringing us a new rush in … drumroll … electrolyte beauty.

Electrolytes are minerals in your blood that carry ionic charges, and help balance your body’s water and nutrient levels. If you’ve ever been handed Pedialyte at a post-party sorority brunch or a Gatorade after a workout class, you probably know all about their ability to help restore hydration and balance to a depleted human system.

Now, buzzy brands like Face Gym, Drunk Elephant and U Beauty include electrolytes in their cleanser and moisturiser formulas; Sephora even has its own landing page for the ingredient with pulls from Clarins and Farmacy. And while there aren’t a ton of peer-reviewed studies about whether the inclusion of electrolytes in a topical formula can actually revitalise skin in a meaningful way, that hasn’t stopped spas from adding electrolyte facials to their menus.

Is this about the science? Of course not. It’s about the buzz. In recent months, TikTok has made electrolytes even more of a shadow cure for, well, basically everything, including glowing skin and less-visible wrinkles. Videos for “electrolyte water” have over half a billion (!) views; “Skin after electrolytes” is up to 8 million. Meanwhile, as Gatorade and its famous electrolytes harness sporty goddesses like Caitlin Clark, Sydney McLaughin-Levrone and A’ja Wilson as next-generation spokeswomen, its nebulous “natural” ingredient will keep getting synonymous with power, endurance and firm, toned skin.

Do you actually need electrolytes in your night cream? Probably not — especially when there’s hyaluronic acid. But when it comes to looking as healthy and vibrant as possible, everyone just wants a leg up. Even it comes — all together now — from “nature’s thirst quencher.”

What Else Is New

Skincare

The bikini moguls at Senori Swim introduced their first-ever skincare product, Jeju Rescue Serum, on June 28. Created by South Korean chemists, the formula highlights include snail slime and tiger grass; it’s meant to “protect your skin during outside activities” — but you still need an SPF!

Manasi 7 premiered Aoki, its new body oil, on June 28. It contains 12 botanical oils, including pepper fruit, argan, and apricot kernel. It smells like frangipani, which I thought was a whipped almond dessert, but is actually a tropical blossom. Pastry chefs — and Marcus from “The Bear” — please forgive my ignorance.

On July 1, Olivella introduced Olitox Lift, a face oil with coffee seed, bakuchiol, and of course, the virgin olive oil fresh-pressed at the brand’s Italian grove, Terre del Papa, which is nestled in the Umbrian hills. (If the beauty brand doesn’t work out, they should rent it out for Hallmark rom coms.)

Saint Jane introduced their Pore Clarity Cleanser on July 2, infused with hyaluronic and hibiscus acids. It claims to turn skin into “a visibly smoother canvas,” which makes it … the gesso of soap? Yale MFA kids, please weigh in here.

On July 2, Ciele dropped drops! The brand’s Bronze & Protect SPF 50 drops are a self-tanner-and-sunscreen combo, and cost $36.

Makeup

Rye Beauty’s Brow Milk debuted on July 1. It’s a “strong hold gel-pomade hybrid that lifts, conditions, and defines eyebrows,” positioned as an OTC alternative to brow lamination.

Who launches a makeup range on July 4? MAC Glow Play Tender Talk Lip Balm arrived just in time for fireworks. It comes in ten shades, including “Favorite,” a baby pink that will likely resonate hard with first-born daughters like me.

Too Faced hit Amazon Beauty for the first time on June 30.

What happens when a beauty brand goes sober? Ask Buxom Cosmetics. It launched a “mocktail” collection of lip products on June 30, including Pumpkin Spice White Russian gloss and Apple Cider Mule liner.

Hair Care

If you spend winters in Boca Raton and summers in Sag Harbor, you may already know Valery Joseph salon. The haven for bouncy blowouts unveiled an eponymous hair product line on July 1; it includes shampoos, conditioners and hair masks infused with vegan collagen.

Kopari’s new scented hair and body fragrance mists hit Ulta Beauty on July 1. They include mango, coconut, vanilla and peach notes, and can also be used on linens —especially if you’ve got a beach house somewhere on Oahu.

Fragrance

Aerin’s new Amber Musk Santal hit shelves on July 1. It’s an update on the brand’s best-selling Amber Musk with gourmand vanilla and sandalwood.

Noteworthy’s new fragrance, n.415 Chateau, debuted on July 1. It has notes of fig, freesia and … “woods.”

On July 1, Jo Malone released a Paddington Bear scent inspired by orange marmalade. It’s the cutest.

And seaweed summer continues! On July 1, Victoria Beckham introduced Portafino ‘97 Golden Shimmer Body Oil, scented with “fresh sea breeze, incense and amber,” along with pearlescent shine.

And Finally

Move over, Kendall — Hello Kitty has a new limited-edition collection at Moon Oral Care. But wait, can Hello Kitty be a toothbrush ambassador when she doesn’t have a mouth?!



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