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JUN 29, 2021 In the beauty industry, there is no slow season. Every month, a slew of new brands enters the market. We’re keeping track of the new brands to know each month and filling you in on why they matter. This month, that includes the first skin-care brand to base its product recommendations on hormonal testing, a sunscreen brand with branding that’s all about ’80s nostalgia and a couple of global imports, including a ‘clean’ hair care brand from France that’s launching at Neiman Marcus and a ‘clean’ skin-care brand from Japan that’s entering Sephora. Founder Allie Egan’s ‘aha’ moment that led to launching her brand came via her own hormone testing while dealing with fertility issues. When she identified her own hormonal imbalances, she realized that many women could benefit from knowing such information for starters, they could more accurately target their skin-care needs. Earlier this month, she launched Veracity, a dire

United statesAllie eganJerome epinetteAlissa sullivanHuda kattanL artisan parfumeurLeslie hendinNeiman marcusMultidew vegan skin tint foundationChardonnay oilHydration balanceBrightening supportParadise aesthetics assessmentClassic lotionMineral lotionSuper spritzer hydrating face mist