This month, brands are offering more environmentally friendly options, as seen with Klur’s usage of food waste as an ingredient source, and Ciate’s nail polish line, which features biodegradable glitter. As mask wearing continues, makeup products are promising to help enhance the eye area as seen with Jane Iredale’s under-eye concealer; eyeliners from new indie brand, Kulfi Beauty; and eyeshadows from Deck of Scarlet. Finally, this month’s roundup unveils innovative skin care and hair care products targeting consumer’s self-care routines and the latest must-have antibacterial soap.

Klur Surrounding Surfaces Aromatic Hand + Cuticle Oil 
Waitlist worthy: In honor of Black History Month, Klur will release the brand’s first product dedicated to community impact. Using food waste, such as avocado and tomato seed oil, Klur created an aromatic hand and cuticle oil made specially to support the efforts of Summa Everythang Community Center, a non-profit that provides under-resourced Black and brown families in South Central Los Angeles with free organic produce from Southern California Farms. All profits will be donated to Summa
Marketing plan: Efforts will solely focus within digital across all social platforms, including newsletter announcements, Instagram community takeovers and interactive giveaways.
Availability: February 14 at
Price: $44

First Aid Beauty Ultra Repair Firming Collagen Cream
Waitlist worthy: This moisturizer is infused with collagen, peptides and niacinamide, and aims to sculpt, smooth, and restore volume, while making skin more resilient.
Marketing plan: “Our marketing plan focuses on educating the consumer that skin starts to lose collagen starting around the age of 25 and showing her/him/them how workhorse ingredients niacinamide and peptides help to build new collagen and protect existing collagen from deteriorating, no matter your age,” said Lilli Gordon, First Aid Beauty, Founder & CEO. “We have partnered with top dermatologist Dr. Caroline Robinson on virtual event sessions with editors and influencers pre-launch, and Dr. Robinson will be hosting an Instagram Live on our page to answer consumers’ questions. Elsewhere on social media, we are working with influential skin care content creators to share the product benefits, along with tying in the concept of overall facial fitness to keep skin in its most optimal, bouncy and firm condition. We are collaborating with Trendmood on a custom Trendmood Box featuring the new cream alongside our bestsellers.  Additionally, we will utilize clinical test results and before-and-after photographs online and in-store to demonstrate the product’s efficacy. Our visual merchandising and digital campaign assets feature women from different age groups to further illustrate that whether you are in your mid-20s or in your 60s (as I am), it’s always the right time to maintain or restore skin’s collagen.”
Availability: February 14 at; February 16 at; in both retail chains beginning March
Price: $42

Naturally Drenched Rebalance
Waitlist worthy: Founded by Jamila Powell to address the lack of Black representation in the beauty space, the brand is launching a pre-conditioner treatment that has been formulated with almond oil, bamboo extract and papaya that aims to restore hair’s pH, ensure hydration, protect against breakage and increase shine.
Marketing plan: “The marketing and communications are grassroots and centered on inclusivity in the curl community,” said Jamila. “I’ve chosen to focus my marketing efforts on Instagram because I enjoy the engagement with users and the number of tools Instagram offers to connect with both current and potential customers. My main goal is for people to be able to connect with me directly to ask questions, get hair care tips, and learn about the products offered in the Naturally Drenched collection. I recently started a text messaging service where people can text me and my team directly to ask questions and get complimentary virtual curl-consultations.”
Price: $36
Availability: Mid-February on

Jane Iredale Enlighten Plus Under-Eye Concealer
Waitlist worthy: A skin care and makeup hybrid, this new launch is created with reef-safe SPF and skin-loving ingredients that aim to brighten the appearance of dark circles and reduce puffiness, while offering coverage. 
Marketing plan: “We are ensuring that Enlighten Plus is in the hands of our target audience as often as possible – at all levels – consumers, make-up artists, aestheticians, dermatologists and plastic surgeons,” said Chris Payne, CEO, Jane Iredale. “To do this, our strategy was to begin the information and product seeding early across a variety of our digital platforms. To date, we’ve already hit our core audience with dedicated e-blasts and hyper-targeted Instagram content to drum up excitement for our new concealer ahead of launch. We’ve also created an informational product page on to further educate consumers on the latest innovations (earlier than we typically do).  Additionally, we’ve started offering early order access ahead of our February 8 drop date while also seeding complimentary product trials to key media and content creators who can further help to drive our clean, conscious beauty messaging home. Our overarching goal is simple – get as many of our target audience to try it, learn about it, and realize it’s not only the best clean concealer around – but likely the best overall as well.”
Price: $44
Availability: February 8 at, Amazon and Ulta Beauty

Kulfi Beauty
Waitlist worthy: This new color cosmetics company was founded on the value of celebrating the rich culture and beauty of South Asian women. Founded by former beauty executive, Priyanka Ganjoo, who spent years at companies including Estée Lauder and Ipsy, the brand is debuting with five shades of Kajal eyeliners.
Marketing plan: “Our marketing efforts leverage the relationships we’ve built with our community over the past year through our digital platform, Kulfi Bites, where we share stories of up and coming South Asian creatives,” said Priyanka. “For example, we were one of the first to feature the story behind Jikaria Sisters last year. Since then, they’ve gone viral on TikTok and have over 600,000 followers. We are excited to partner with them for our launch along with other community members and campus influencers.”
Availability: February 16 at
Price: $20

Deck of Scarlet Metal Leaf Shadow Pot
Waitlist worthy: Developed to help consumers recreate backstage beauty’s painstaking foil layering technique, this metallic shadow features a duo of nourishing oils infused into formulas to help it glide smoothly onto lids.
Marketing Plan: “To kick off the launch of Deck of Scarlet’s Metal Leaf Shadow Pots, we are hosting a virtual VIP Preview event for top editors and influencers who received a decorative box featuring three shades,” said Isamar Batista, VP, Marketing & Owned Brands, Scentbird. “At this event, our CEO, Mariya Nurislamova, and VP of Product & Innovation, Jeniece Trizzino, will share the inspiration behind the newest addition to the Deck of Scarlet family, as well as take a deep dive into the innovative formulation. We will also have a makeup artist, Kasey Adam Spickard, do a live tutorial as well as an Instagram Live the week of launch. To reward our existing customers and email subscribers, we are doing an invite-only pre-order with a free gift with purchase. Additionally, we have called on our Scarlet Squad, a hand-selected group of beauty enthusiasts, to post Instagram videos and reels to expand reach and awareness.”
Availability: February 1 at
Price: $25

Dial Clean + Gentle Foaming Hand Wash
Waitlist worthy: This line of antibacterial foaming hand washes is formulated with naturally derived ingredients and moisturizing conditioners to clean and hydrate hands without drying the skin, while killing 99.99 percent of bacteria encountered in household settings. “With Clean + Gentle, we are appealing to the consumer who is seeking and using hypoallergenic, free-of products,” says Randi Melton, Vice President of Body Care for Henkel. “Providing them with a ‘better for you’ option that is proven to be gentle on skin, but is also backed by the trusted Dial brand, allows us that point of difference to others on the market.”
Marketing plan:To launch our Clean + Gentle innovations, we will create impactful partnerships and activations that underscore the gentle and dye-free formulas with a focus on the vegan, naturally derived ingredients,” said Randi. “We plan to team up with leading experts to bring credibility to the brand, who will be available to the media and to influencers as a resource and who will also co-host launch tactics like our virtual event. Additionally, we plan to partner with like-minded brands on co-branded opportunities that align with our gentle side.”
Price: $5
Availability: February 6 at grocery, drug and mass retailers nationwide

Bioeffect Hydrating Cream
Waitlist worthy: Bioeffect’s Hydrating Cream is a deeply hydrating, long-lasting moisturizer designed to leave skin soft, smooth and radiant. The formula combines pure, gentle Icelandic water, plant-based EGF, hyaluronic acid and potent antioxidants that aim to deliver a powerful surge of nourishing moisture to skin. ‘‘The launch of the Hydrating Cream has multiple business and marketing objectives for the brand,” said Liv Bergþórsdóttir, CEO of Bioeffect. “We are seeking to increase market share in one of the largest skin care categories, moisturization. Not only does the Hydrating Cream have the ability to boost moisture levels up to 35 percent with just two applications, it does so within 12 hours of application. This is not only a solution for long-lasting hydration, but by working in synergy with our Barley EGF technology, it is also an important component in a truly effective anti-aging skin care routine.  We are very excited to bring a fragrance-free, oil-free hydrating cream to our consumers that meets the clean beauty standard with only 16 pure and safe ingredients. We anticipate this will take the place of our Daytime Moisturizer and easily become one of our top three selling products.”
Marketing plan: ‘‘Our marketing strategy for the launch of the Hydrating Cream is to highlight it as a fragrance-free, oil-free moisturizer– Iceland‘s take on the Water Cream,” said Elísabet Austmann, EVP of Marketing, Bioeffect. “Plus, we really want to educate consumers and emphasize the long-lasting, powerful boost in moisture levels that this product can provide.  Our campaign, therefore, is centered on pure Icelandic Water (which is the base of the formula) – and the powerful rush of water associated with the magnificent waterfalls of Iceland – an extremely strong visual for social media. We‘ve developed campaign assets and educational content in line with this water-focused campaign for retail and all of our digital marketing including video content to support our social media advertising campaigns. We have already been pre-seeding product to media and influencers.  We are also working with influencers to support this water-based focus and messaging, as well educating consumers through emails and our blogs.”
Price: 30-ml for $75; 50-ml for $110
Availability: February 4 on; Nordstrom; Neiman Marcus; Saks Fifth Avenue; Cos Bar; SkinStore; Revolve; Olivela and

TIGI Bed Head 25th Anniversary Launches
Waitlist worthy: In celebration of the brand’s 25th birthday, Bed Head will be rolling out three phases of product innovation in 2021, beginning with the launch of six new styling and hair care products, ranging from a foam shampoo (Bigger The Better) to a salt spray (Salty Not Sorry).
Marketing plan:TIGI Co-Founder, Anthony Mascolo, along with Singer and Brand Ambassador, Tayla Parx, hosted a virtual birthday party on January 28 to celebrate the anniversary and to kick off 2021. We looked back on some of the most memorable moments of the last 25 years and shared with our community what we have planned for the next 25,” said Elisa Fisher, General Manager, TIGI Americas & APAC. “VIP mailers were sent to attendees in advance of the event, which included champagne, our latest innovation, and materials to create a vision board because it’s all about the future. The launch includes a year-long, always-on, digital and social approach to connect with and inspire our community of hairdressers, their clients and consumers. We are taking a holistic approach to our social strategy and focusing on UGC, unique content creator partnerships, imaginative digital artist partnerships, and tapping into our creative hairdresser community to give the consumer tips and tricks directly from salon professionals. We’ll continue to explore partnerships with content creators on TikTok who speak to the brand ethos as one of our top priorities is to connect with a diverse Gen Z audience.”
Availability: February 1 at Ulta Beauty
Price: Bigger The Better – Volume Foam Shampoo ($15); Bigger The Better – Lightweight Volume Conditioner ($13); Gimme Grip – Texturizing Shampoo ($15); Gimme Grip – Texturizing Conditioning Jelly ($15); Back It Up – Texturizing Cream ($18); Salty Not Sorry – Epic Texturizing Salt Spray ($18)

Goodhabit Rescue Me Rest + Reset Mask and Moisturizer
Waitlist worthy: Designed to be a hybrid mask and moisturizer, the product is powered by ceramides and bakuchiol, that aim to tap into skin’s natural regenerative cycle and provide intense hydration and undo blue light damage while the users sleeps.
Marketing plan: “To promote the latest addition to our Goodhabit Rescue Me collection, we’re offering our email subscribers early access to pre-order the Rest + Reset Mask & Moisturizer, and a free Mini Glow Potion Oil Serum with their purchase – the perfect pair for mindful pre-sleep skin maintenance,” said Isamar Batista, VP, Marketing & Owned Brands, Scentbird, which owns the brand. “On the theme of Rest + Reset, board-certified dermatologist, Dr. Mona Gohara, is joining our CEO and Head of Product & Innovation for a virtual launch event for press and influencers who will discuss how Rest + Reset taps into your skin’s nightly regenerative cycle to detox your complexion. We will also have a blog series on The Good Life featuring expert advice on how customers can take a pause from the madness of today. All of this content will be amplified through campaigns across Tik Tok and Instagram.”
Availability: February 1 on
Price: $55

Ciate Cheat Sheets Volume 3, Garden Party; Plant Pots; Dewy Skin
Waitlist worthy: Cheat Sheets will introduce a third volume of the brand’s nail stickers with a garden party theme. It’s second launch, Plant Pots, are nail polishes made with up to 80 percent natural, sustainably sourced ingredients, including biodegradable glitter. The brand is also launching a skin tint formulated with dragonfruit extract, vitamin C and yuzu and hyaluronic acid.
Marketing plan: “Our marketing plan for Garden Party includes creative influencer and editor mailers with a garden-themed special gift and personalized digital product tutorials with our Director of Brand Development,” said Charlotte Knight, Ciaté London, Founder and CEO. “In tandem with our Cheat Sheets, we wanted our next nail innovation to marry sustainability, so we are introducing a new product, Plant Pots. Our marketing plan for that launch includes educating media and influencers about how unique our average wear time is, plus the 80 percent certified natural origin via personalized in-home editor manicures, one on one digital desk sides, and adding sustainable elements to our creative mailers – elements that align perfectly with larger Earth Day stories and initiatives. For launch of Dewy Skin, a curated selection of editors and influencers will get a first look at the 10 available shades via a creative mailer. We’ll also be hosting one on one digital editor product sessions with our Director of Brand Development, among other surprises.”
Availability: Garden Party (Feb 4), Plant Pots (Feb 11) and Dewy Skin (Feb 25) at and Sephora
Price: Garden Party ($18), Plant Pots ($12) and Dewy Skin ($32)