This summer, brands are making it easier to add SPF to summer skin care routines with multitasking formulas boosted with superfoods, antioxidants and skin nourishing ingredients. There are also a few brand firsts: Mutha is planning to debut its first deodorant product, First Aid Beauty is breaking into hair care, and an IPSY alum has launched her own makeup brand. In skin and lip care, repairing is the focus. Finally, Bliss gets a head start on back-to-school promotions with beauty dorm essentials.

NuFACE IonPlex Ionized Skincare collection
Waitlist worthy: Available in two unique formulas, the powerful treatments are designed to instantly maximize a user’s microcurrent results, conducting the current down to the deeper layers of the facial muscle, while providing skincare benefits over time
Marketing plan: “When it came to our excitement about our all-new IonPlex Ionize Skincare launch, it was hard to keep a secret. We began teasing the new skin care line during our IG Lives, gifting clients a Microcurrent Activator during each segment. It was important for everyone to know that they were the inspiration behind our new skincare, we listen to what our viewers need from us as a brand, and we deliver. Clients were as thrilled and excited to try out our Ionized Skincare as we were to talk about it—we educated them early, discussing the importance of ions in skincare and how our new proprietary blend works to deliver optimal results,” said Tera Peterson, Co-Founder NuFACE. “In our influencer mailers for the launch, we created a custom box for those who already had been gifted our device. Within this luxurious console, we provided both all-new IonPlex Ionized Skincare activators (Aqua Gel and Silk Crème) with our all-new cruelty-free Clean Sweep Brush. Influencers were able to be the first to try these products using their NuFACE Devices. Along with our products, we included a branded silk robe and water bottle to set everyone up to supercharge their skin. We also hosted an educational masterclass for both press and influencers, so they could follow along to tone, lift, and contour together as a virtual team. Along with all of this, we hosted an IRL event at Abbot Kinney Blvd. in Los Angeles, California. With a DIY floral station, a decadent (yet healthy!) brunch, and a Q/A featuring myself and one of the most well-respected women in the industry, we got everyone in the mood to try our turbo-powered topicals.”
Price: NuFACE Hydrating Aqua Gel ($29-$59), NuFACE Firming + Brightening Silk Crème ($49-$69)
Availability: July 7 at

Olaplex 4-in-1 Moisture Mask
Waitlist worthy: Olaplex’s new  professional back bar product  is their first since the brand launched in 2014. The highly concentrated reparative mask features elevated levels of ceramides, oils and amino acids with the goal of adding shine, smoothness and body while providing intense moisture to treat damaged hair in just 10 minutes.
Marketing plan:Olaplex 4-in-1 Moisture Mask is all about providing a state of the art technology delivery system with independent scientific claims into the hands of the professional hairdressers to punch up the performance of their clients’ hair for added moisture, shine, manageability and body,” said JuE Wong, CEO of Olaplex. “Our Marketing focus is driving adoption via our Olaplex PRO App, partnering with trade publications on digital editorials to drive awareness, leveraging our PRO ecommerce site and our best in class social media platforms to drive engagement, connection and conversion with the PRO Experts.”
Price: Compatible to any other specialty salon treatment.
Availability: July 12 at licensed salons nationwide that carry Olaplex.

Tula Skin Care Mineral Magic Sunscreen
Waitlist worthy: “Mineral Magic is not just sunscreen it’s skin care, and it marks Tula’s latest expansion into the sun care category. The reef safe, mineral-based proprietary formulation of probiotic extracts and superfoods is not only a broad-spectrum SPF that protects against blue light it also helps to calm, brighten, and even the skin,” said Savannah Sachs, CEO, Tula Skincare.
Marketing plan: “To celebrate the launch, a full 360-campaign will see Mineral Magic splashed across, email, social and with Tula influencers. Tula’s social channels will feature user generated content and summer-themed giveaways. Members of Tula’s influencer network will also be seeded the product to encourage even more of Tula’s glowgetters to incorporate an SPF into their daily skincare regimen to effectively protect and nourish their skin,” said Savannah.
Availability: July 7 at
Price: $38

Mara Algae + Zinc Sea Kale Sunscreen Sérum
Waitlist worthy: A non-nano zinc oxide, residue-free sunscreen featuring a skin-supporting mix of blue sea kale, hemp seed and moringa. The Mara Algae + Zinc Sea Kale Sunscreen Sérum is not only sun care— it’s a deliciously hydrating, first-to-market, 100 percent oil-based sunscreen face oil and I wanted it to feel as glamorous and chic as any other skincare step. This is truly the sunscreen you’ll actually want to take with you, re-apply and show off on all your summer getaways,” said Allison McNamara, Founder, Mara.
Marketing plan: In our influencer mailers for the launch we created custom Mara Sea Kale silk scarves out of the custom artwork commissioned for the top of our unit cartons, along with custom puka shell anklets. We also have a partnership with trendy LA-based organic meal delivery service Organic Oren and are sending our influencers a co-branded Mara x Organic Oren juice using key product ingredients like kale, raspberry and moringa. Organic Oren will also launch a co-branded Mara menu the following week for his clients, inspired by the ingredients. To round out the month, we are also launching an experiential activation at the Malibu pier at the end of July — Mara Shore Club — where people can experience the magic of this formula IRL (albeit, socially distanced).”
Availability: July 6 at
Price: $52

Hero Cosmetics Force Shield Superlight Sunscreen SPF 30
Waitlist worthy: A reef safe, 100 percent mineral SPF 30 sunscreen designed with antioxidant superfood botanicals, the gel-cream formula is designed for acne-prone skin and features a sheer green tint that aims to visibly blurs redness.
Marketing plan: “As the third product in our Force Shield lineup, we will incorporate the new Superlight Sunscreen into our ‘Have a Great Day’ campaign, a summer-long experience rooted in positivity, that encourages people to get out and have some fun. The campaign will highlight how Force Shield protects, resets, and refuels your skin at home and on-the-go, so you can keep on having a great day, no matter what you’re doing. In addition to activating the campaign across all of our digital channels, we’re excited to kick off experiential sampling events for our new SPF in NYC and LA in mid-July, along with sampling at retail later this summer,” said Amy Calhoun Robb, VP Marketing, Hero Cosmetics.
Availability: July 7 at and July 18 at Target
Price: $20

First Aid Beauty Hair Care Collection
Waitlist worthy: “First Aid Beauty is excited to be expanding our clean, problem-solving skin care collection to treat the scalp,” said Lilli Gordon, Founder and CEO, First Aid Beauty. “Our new Anti-Dandruff Shampoo with 1 percent Pyrithione Zinc (ZPT) and Anti-Dandruff Scalp Serum with 2 percent Salicylic Acid are FDA-approved to fight dandruff and soothe an itchy scalp while also being nourishing to the hair.
Marketing plan: “Although an estimated 50 percent of people experience dandruff, there is a stigma around this condition, along with a lot of misinformation among consumers. We want to change both of these things,” said Lilli. “Our launch plan will focus on dandruff education from top dermatologists and hairstylists and dandruff ‘confessions’ from popular influencers. Additionally, we’ll be sharing how these products differ from your typical dandruff solutions and offer a more luxurious experience for both you and your hair – no more choosing between a good hair day and a good scalp day. Our amazing before and after images will be on display in store at Sephora and Ulta and online via websites and social media to share the incredible real results achieved with these products. We can’t wait to get the shampoo and serum into the hands…and onto the scalps…of consumers this summer.”
Availability: Mid-July at Sephora and Ulta stores and online at, and
Price: Anti-Dandruff Scalp Serum ($32), Anti-Dandruff Shampoo ($30)

Exuviance Targeted Lip Filler
Waitlist worthy: A 3-in-1 plumping + smoothing + hydrating lip product designed to help fill in, plump and smooth the appearance of lips as well as lines above the lips and lip contour. “This fall, Exuviance will celebrate diversity of all lips with the launch of the Targeted Lip Filler, blending dermatologist grade science to unleash the full potential on every lip,” said Roberto Khoury, Managing Director, Johnson & Johnson Consumer Health.
Marketing plan: “Our marketing plan for the launch of Targeted Lip Filler focuses on providing the consumer with knowledge on how over time, collagen breakdown and mechanical expressions, like sipping and kissing result in volume loss and lines above the lips. The formula features powerful ingredients, Neoglucosamine, CitraFill and Peptides help to target fine lines and wrinkles, support skin’s natural collagen and promote visible plumping of the skin,” said Roberto. “We are partnering with a top dermatologist and makeup artist on an Instagram Live event on July 22nd to speak directly to consumers and provide an education on the new formula, in addition to working with influencers and KOLs on social content surrounding the launch.”
Availability: July 22 on and August 5 at Ulta
Price: $38

Waitlist worthy: A new brand bootstrapped by IPSY alum and beauty veteran, Anastasia Bezrukova, offering a hyper curated selection of products (cream highlighter, cream blush and a lip gloss) that are vegan, cruelty-free and are designed to meet or exceed the standards put forth by Clean at Sephora, Credo and The Detox Market.
Marketing plan: “Our new product introductions coincide with the launch of our brand, and thus our marketing plan centers around telling the outside world about our raison d’être. Minori’s values are rooted in the ethos of minimalism, with its mission to inspire mindful consumption as a path to sustainability,” explained Anastasia. “In addition to our founding story, our PR efforts and media outreach highlight the intentionality behind all our products, with our promise to create only essential products that simplify your daily routine and celebrate your natural beauty. We are working with a group of hyper targeted influencers that have been closely following our brand founding journey over the past year, and who are personally vested in supporting us in our movement. The last leg of the marketing plan includes launching with a reputable omni-channel clean beauty retailer, as well as partnering with over 30 makeup artists who will be brand ambassadors.”
Availability: June 29 DTC on, followed by an exclusive partnership with The Detox Market beginning July 14
Price: $22 to $32

Mutha Deodorant
Waitlist worthy: The brand’s first targeted underarm treatment featuring a prebiotic deodorizing treatment, sophisticated scents of bergamot and mint and a silky-smooth formula designed to glide on and absorb easily.
Marketing plan: There will be an influencer event in Malibu with select local tastemakers to showcase the new product, while further engaging with the brand. The first 100 deodorant purchasers will have a gift with purchase opportunity (a 750-ml insulated sipping cup.) Additionally, beauty, lifestyle and wellness editors will be gifted the product a month ahead of launch for story consideration. The brand is also partnering with APL to send out a package containing APL TechLoom Breeze Bellflower Sneaker, the new deodorant, and a few other Mutha best sellers will be sent to select influencers and key opinion leaders ahead of the launch, including a how-to guide for getting through the natural deodorant detox period.
Availability: July 27 at
Price: $30

Avya Skincare Hydroveda Collection
Waitlist worthy: A four-product skin care system with clean, Ayurvedic formulas designed to protect skin’s precious melanin while deeply hydrating and repairing.
Marketing plan: “To effectively communicate the launch, we hosted a virtual media event, coordinated a targeted customized mailer with likeminded influencers, created engaging educational videos and provided strategic marketing and sales support to our online retailers like Amazon and Macy’s,” said Deepika Vyas, Co-founder and CEO, Avya Skincare.
Availability: July 1 on, Amazon and
Price: $38 to $68

Natura Ekos Tukumã Collection
Waitlist worthy: A collection of six products ranging from body butter to hand cream, infused with properties from the Tucumã fruit – a native Amazonian palm tree known for regenerative properties in skin and the Amazon Forest.
Marketing plan: “The brand will be supporting the launch with robust digital and social campaigns, as well as with its influencer community. Communication for the Natura Ekos new body care line will speak to this new bioactive, 100 percent vegan formula, natural ingredients formulation and clinically tested results,” said Stephanie Yadid, U.S. Brand Manager, Natura.
Availability: July 7 at
Price: $11 to $25

Bliss x Dormify Shower Caddy
Waitlist worthy: “When I look back on my first couple of weeks of freshman year, I remember my skin definitely was not looking its best,” shared Amanda Zuckerman, Co-Founder and CEO, Dormify. “I was transitioning into a new setting, had changes in my daily habits, and wasn’t sticking to a consistent, healthy lifestyle. It’s our mission at Dormify to help ease the transition from home to college, and that’s why Dormify teamed up with Bliss to create the ultimate Back-to-School self-care kit. This kit is filled with everything students need to maximize their skincare routine and minimize the stress of not knowing what to pack for self-care Sundays. Bliss is the perfect partner for us because in addition to offering a fun variety of cruelty-free beauty products, the brand also ties customer overall well-being to their mission.”
Marketing plan: The brands will host a Sorority TikTok Challenge, inviting consumers to showcase their Dormify’d room and enter to win a Bliss + Dormify bathroom makeover for their sorority house with a year’s supply of Bliss products. They will also partner with influencers and content creators that specifically speak to the college experience across YouTube, IG and TikTok to weave the shower caddy authentically into upcoming content. For press, they will tap into back-to-school stories and ongoing round-ups dedicated to the shopping holiday, positioning the new and exclusive self-care caddy as a convenient and affordable purchase for the dorm. Additionally, the cult-status of both brands will be leveraged, as well as Target exclusivity and availability.
Availability: July 12 at Target and
Price: $30