It’s all about hydration during one of the hottest months of the year. From hair care to makeup to skin care, brands are homing in on formulas that keep skin moist, and hair quenched with a variety of top-shelf ingredients. Plus, new sustainability offerings enter the mix, as well as sultry summer scents. Here are some of the most important product launches in July 2022.

Amika Hydro Rush Intense Moisture Collection

Waitlist Worthy: Amika’s Hydro Rush Intense Moisture Collection looks to provide hair with 72-hour moisture and includes ingredients such as squalane, hyaluronic acid, polyglutamic acid, coconut water, and blue algae. ​Hydro Rush Intense Moisture Shampoo + Conditioner was created especially for dry, low porosity, and coarse hair types looking for deep hydration. Hydro Rush Intense Moisture Leave-in Conditioner is great for all hair types experiencing dryness.

Marketing Plan: “We will be sharing educational content throughout our social media channels while also leaning heavily into paid digital video advertising across Instagram, Pinterest, and Snapchat platforms,” said  Kelley Martin, Amika’s SVP of Marketing. “Additionally, we’ll be partnering with TikTok creators for a robust awareness campaign, following the success we are seeing on this channel YTD. To further drive awareness and engage with consumers, Amika will be celebrating in-person with a pop-up truck in NYC from July 16-17. We’ll be speaking one-on-one with visitors to help them find the right shampoo and conditioner for their hair, sampling the new collection, and offering a hydrating coconut water-infused mocktail–perfect for a hot New York summer.”

Availability + Price: $24 each for the shampoo and condition duo, $28 for the leave-in conditioner at


Bubble Skincare

Waitlist Worthy: The brand’s latest launch is called The Re-Set, which includes its Deep Dive AHA+PHA Exfoliating Mask and Float On Facial Oil that work together to exfoliate and rebalance the skin.

Marketing Plan: “Aside from our internal social media platforms, with the help from our incredible brand ambassadors, celebrity talents, and content creators, we were able to go full steam ahead on pushing this launch through their TikTok and Instagram pages,” said Founder Shai Eisenman. “On launch day and the days to follow, they shared their unique experience with the products and encouraged followers to try it out themselves.”

Availability + Price: $32 for the set,, and Walmart stores.



Waitlist Worthy: Brixy is a new plastic-free brand for health and beauty enthusiasts offering sustainable, high-performance bar shampoos, conditioners, and body washes. Brixy bars are packaged in bright punchy colors that connote their three scents—citrus, mint eucalyptus, and coconut vanilla. Conceived by the team that successfully launched and scaled award-winning Thinkbaby and Thinksport (acquired in 2020), Brixy brings the same level of commitment, integrity, and innovation to its ingredients and packaging.

Marketing Plan: “Brixy bars launched at the end of May with a presence on and Amazon. You can find us on Instagram, TikTok, and Facebook where we share fun, bright, and current content on our brand, products, and beauty industry topics,” said Kendall Sass, VP Marketing for Brixy.

Availability + Price: $10 to $14 at


Goli Immune & Dreamy Sleep Gummies

Waitlist Worthy: This pioneering wellness company is launching two new skus, immune health sidekick Immune Gummies and Dreamy Sleep Gummies. The former offers vitamin C and D and zinc to promote immune health as well as elderberry extract. The latter contains lemon balm, magnesium, vitamin D and melatonin to help fall asleep and stay asleep.

Marketing Plan: “From the beginning, Goli has committed itself to changing the wellness space for the better,” said Vice President of Sales and Strategy, Kathleen Power. Our new launch campaigns focus on a robust network of content creators, retail partners, and loyal brand ambassadors. We are initiating immersive videos, live shopping events, digital ads, and custom content across various marketing channels to spread awareness. Additionally, we have included the new products in our Goli for Good initiatives and are teaming up with other mission- and quality-driven brands who share our values for social giveaways in an effort to engage with new and existing customers.”

Availability + Price: $16 each at


Hatch Sunny Mama

Waitlist Worthy:  Sunny Mama is a pregnancy-safe, mineral sunscreen duo that gently protects the face and the bump from harmful UV rays. It also helps fend off stretch marks and dark spots while giving hormonal skin a replenishing boost of the nutrients it needs.

Marketing Plan: “Our approach to Sunny Mama was dual pronged: one, to educate our moms on the need for pregnancy and breastfeeding safe sun care, and two, to celebrate the sun-loving, water-drenched summer life we all live for this time of year,” said founder and CEO, Ariane Goldman.  “For pregnant women and new moms, formulas are everything, so our launch plans revolved around the safety and efficacy of our mama-safe ingredients as well as the nourishing additions to these formulations. We began teasing the launch on social media for our fans and then officially debuted with a vibey campaign video shot in LA across our channels. We supplemented the storytelling on our community platform, Babe, with a series of stories around pregnancy and fourth trimester-safe SPF, featuring a board-certified dermatologist as well as the fun, stylish content for which Hatch is known.”

Availability + Price: $68 for the duo at, or $38 for the Body SPF and $42 for the Face SPF.


Kosas Hotliner Hyaluronic Acid Lip Liner and Plump + Juicy Lip Booster

Waitlist Worthy: Hotliner is a smooth plumping and hydrating retractable lip liner powered by hyaluronic acid designed to softly sculpt, define and amplify lips.

Marketing Plan: “To tell the Plump + Juicy lip story, we pre-seeded the products to editors, makeup artists, and content creators to encourage trial, drive product affinity and garner noteworthy media coverage for time of launch,” said Sheena Yaitanes, founder of Kosas. “In an effort to recruit new customers, we aimed to create maximum buzz through playful, branded activations. To announce Hotliner, we leaned into the product name and created an actual Hotline (1-866-6-HOTLIPS), which we encouraged our social community to dial into to learn the details behind the launch, while simultaneously expanding our SMS list (acquiring new customers)!  Post-launch, we drove brand buzz and product demand through mass influencer seeding and a curated influencer event – taking every opportunity to educate around the standout ingredient stories of both new launches and create a halo effect for our Wet Lip Oil and other Kosas favorites, including Revealer Foundation.”

Availability + Price: $19 for lip liner and $25 for the lip booster at


Maybelline New York Launches

Waitlist Worthy: Maybelline’s new collection features a range of innovations and shade extensions to lengthen, line, color, and perfect looks. Take the Super Stay Vinyl Ink Longwear Liquid Lipcolor, a budge-resistant vinyl color that provides up to 16-hour wear. It offers an instant shine finish and is available in 10 original vinyl shades and five Rogue Rose Target Exclusive shades.

Marketing Plan: With the launch of Super Stay Vinyl Ink Liquid Lip Color, the brand has partnered with musician Tate McRae as a brand ambassador. It will also be the first time the brand has licensed a song (Tate’s She’s All I Wanna Be) for a campaign. Tate will be a main feature in digital assets supporting the launch both traditionally and in social, accompanied by her hit song. Olga Schakler, Assistant Vice President of U.S. Marketing for Maybelline New York Lip & Nail, noted, “Vinyl Ink was developed with comfort and longwear benefits in mind—crafted with breakthrough technology that includes special flexible Bio-Mimic Pigments, helping the formula to move with your lips—not against them. The Color Lock Complex makes this formula budge-resistant.”

Availability + Price: $8 to $13 at mass retailers and


Monika Blunder Beauty

Waitlist Worthy: Following the success of its Blunder Cover and UnderCover Face Crème, the brand is now introducing three new color cosmetic launches. The first is Liquid Flush Cheek Tint, a cream blush that leaves skin feeling nourished. The second is Kissen Lush Lipstick Crayon, a lipstick that delivers long-lasting color with a satin finish while moisturizing lips. The third is Botanical Balm Lip Tint, a soothing lip product that provides hydration along with a sheer tint.

Marketing Plan: “Social media continues to be a dominant tool in our marketing portfolio, which we leverage to promote our brand and products,” said co-founders Sandi Ateser. “Specifically, showcasing Monika’s expertise as a renowned celebrity makeup artist in short form video tutorials utilizing the launches. This also allows the brand to underscore our clean formulations, inclusive shade ranges, and overall brand identity.”

Availability + Price: $28 to $32 at


The Ordinary Lash & Brow Serum

Waitlist Worthy: The Ordinary’s Multi-Peptide Lash and Brow Serum takes a few cues from the brand’s Multi-Peptide Serum for Hair Density. The new formula incorporates 11 active ingredients which target multiple pathways to support healthy hair. These ingredients include acetyl tetrapeptide-3, biotinoyl tripeptide-1, oligopeptide-2 and myristoyl pentapeptide-17 which work to support increased density and thickness while nourishing and protecting hair. It’s formulated to be worn twice daily and works well under mascara.

Marketing Plan: “We were able to have our community try the product months in advance of launch with a strong seeding program. This helped us to build reviews and user-generated content ahead of the product being live. Over 25,000 people had signed up to be notified when the product dropped,” said Dionne Lois Cullen, Deciem’s Chief Brand Officer. “Impactful campaign content was created by our in-house creative team, and during the first week of launch we reached 11.2 million users through our owned Instagram channel. This was all accompanied by advertising in key cities, media outreach, and a strong digital advertising strategy.”

Availability + Price: $14.50 at and


Olaplex No. 4C Bond Maintenance Clarifying Shampoo

Waitlist Worthy: This clarifying shampoo removes heavy metals and pollution from hair in addition to oils, product buildup, minerals and chlorine. It does this without stripping or drying out the hair using Olaplex’s patented bond-building technology.

Marketing Plan: “In true Olalex fashion, we built big momentum ahead of a new launch by engaging our passionate community,” said Charlotte Watson, Chief Marketing Officer for Olaplex. “To tease the new No.4C Bond Maintenance Clarifying Shampoo, we partnered with YouTube for their Beauty Fest–a livestream event that gave millions of viewers a sneak peek of the product and powerfully drove brand awareness. For the launch, we created educational and aspirational content showing this innovative shampoo’s benefits and results–dramatic before and after photos, real people with real results, and truly unfiltered content. We shared clips from Olaplex ambassadors and influencers posting real testimonials to educate and build excitement on social media.”

Availability + Price: $30 on and


Susanne Kaufmann Boosting Liquid Mask

Waitlist Worthy: “We are proud to launch our new Boosting Liquid Mask, developed with a unique complex of natural ingredients, including a fascinating extract of apple stem cells from a local Swiss apple variety called Uttwiler Spatlauber, known for its ability to be stored for long periods without shriveling,” said Jess Clark CEO Susanne Kaufmann. “The mask provides both instant and long-term benefits, with a refreshing cooling and plumping effect.”

Marketing Plan: “We launched the mask on our social media, with creative focused on the skin care benefits; instant hydration and a soothing, cooling effect, perfect for the warmer months,” said Jess. “Along with the efficacy, the inspiration behind founder Susanne Kaufmann’s product innovation is another important story to tell. This mask was inspired by an orchard at one of our Susanne Kaufmann Spas in France, the beautiful Domaine de Primard. We were delighted to invite friends of the brand to meet with Susanne at this very place and immerse themselves in her vision.”

Availability + Price: $125 at and select retailers.


Tocca Olio Sublime Profumato Scented Dry Body Oil

Waitlist Worthy: Olio Sublime Profumato is a scented dry oil collection that opens up a new category for the brand. It was inspired by the essence of Tocca, which means touch in Italian. The antioxidant-rich dry oil blend of argan, jojoba, and vitamin E results in skin that is glowing, soft, and lightly scented. It’s available in the brand’s top four best-selling scents, Cleopatra, Florence, Giulietta, and Stella.

Marketing Plan: The brand is creating a full 360-integrated marketing and public relations initiative that combines an innovative social and digital campaign. The focus is twofold: Instagram stories and posts that communicate the benefits of the scented dry oil, plus an influencer outreach introducing the dry oil to their audiences. “We are also providing robust support to our dedicated retail partners, such as Nordstrom, Bluemercury, and Anthropologie to introduce and attract consumers to this new category, and to help drive sales and awareness,” explained Joyce Barnes, Chief Operating Officer for Tocca.

Availability + Price: The Olio Sublime Profumato retails for $54 each for a 3.4-oz bottle and The Olio Sublime Profumato Mini Discovery Set retails for $12 at and select retailers.