CEW’s Manager of Content, Delia Mitchell, spends a lot of her time networking in the field, finding out about the latest beauty innovations and who’s making the biggest splash in the industry. Last week Delia attended a fitness class hosted by natural deodorant brand, Myro; a party to kick of Hot Tool’s new consumer line and a breakfast to lean about a new luxury skin care line to enter Barneys.

Meet the Natural Deodorant that Acquired a 16,000-person Wait List and $2M in Funding
Plant-powered deodorant Myro treated beauty editors to a total body conditioning class at fitness studio, Brrrn, to introduce its 99 percent natural (1 percent safe synthetic) deodorant. The formula, which is housed in fully recyclable replacement pods, contains a potent mix of natural sugar-derived antimicrobial that aims to prevent odor, barley powder to absorb wetness, safe synthetics to preserve skin’s natural moisture barrier and a natural time-release fragrance containing essential oils. At launch there are five gender-inclusive scents available and five colors of chic, environmentally-friendly refillable cases consumers can select for their pods. The direct-to-consumer brand is only available via a subscription model. The starter kit costs $10 for one deodorant pod and the refillable case and shipping is covered by the brand. From there, refill pods are $10 each and are delivered quarterly in packs of three ($30). Customers can cancel, pause or switch scents at any time. At pre-launch, the brand invited consumers to sign up for a free starter kit and garnered a 16,000-person waiting list. To date, Mtro has secured $2 million in funding from investors such as Lakehouse Ventures, Entrepreneurs Roundtable Accelerator, Obvious Ventures and the co-founder of Olly and Method, Eric Ryan.

This Professional Styling Brand is Coming to a Mass Market Retailer Near You
Hot Tools Professional, which has been used by stylists for over 30 years, has launched its first collection to the mass market, Signature Series, a collection of high-performance, salon-quality hair tools at affordable prices. To celebrate the launch, beauty editors and influencers were invited to a party at 24th Street Loft on October 24, which featured hair styling stations with the new tools as well as pre-made Instagramable flatlays. Additionally, the event featured an interactive wall where guests were invited to write and post notes about what makes them feel beautiful, keeping in line with the brand’s #EveryoneDeservesBeautiful theme of the night. The Hot Tools Signature Series includes curling irons available in four sizes, a flat iron and blow dryer. The products are now available on Amazon and at Walmart for $39.99 – $49.99, and will be launching on Target.com in November, and in Target stores in January.

Nigerian-Owned, Premium Skincare Line Launches in U.S. Exclusively with Barneys New York
After amassing a cult following overseas at Harrods UK and in boutiques in Nigeria, Ozohu Aodh is hoping her natural, premium skincare line designed for women of color, EPARA Skincare, will experience the same success in the U.S. when it debuts on October 30 online and in-stores, exclusive to Barneys New York. The brand founder invited a small group of editors to a breakfast event last week, hosted by Essence’s Fashion & Beauty Director, Julee Wilson, to address the gap in the marketplace for luxury products for women of color and show off her 10-piece collection made with botanicals, essential oils, plant extracts and hero ingredient, micro-algae. Although the brand’s formula was developed to address skin issues faced by multiethnic women, such as dryness and discoloration, testing was done on over 150 women of diverse skin tones to ensure the brand’s accessibility to all.

“At Barneys New York, our customers are always looking for the latest in exceptional skincare and cosmetics to suit their individual needs. We can’t wait for them to try EPARA’s hand-crafted, natural products derived from organic ingredients from Africa,” said Jennifer Miles, Senior Vice President, Divisional Merchandise Manager, Barneys New York. A pop-up shop will open at Barneys Madison location from November 26 – December, featuring beauty influencers and sampling opportunities.