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Brief Published: 11 Feb 2020

3 Self-Care Beauty Innovations from NY Now

Madison + Green

Beauty brands expanded their presence at New York gifting trade show NY Now (February 1-5). Standout products upgraded routine self-care with innovative formats and atypical flavours. Stylus distils the highlights:

  • Madison + Green: New York self-care brand Madison + Green launched its line of functional inhalers, inspired by the Thai practice of inhaling a vial of herbs and menthol to alleviate stress. Madison + Green’s version combines whole herbs and spices with essential oils – such as sage, lavender and tea tree oil. These ingredients are packed into mini glass pots to carry around for an easy pick-me-up. Formulations reflect modern concerns, such as procrastination, studying and sleep trouble – a shrewd move to leverage the interest in stress-busting beauty, as described in Beauty’s Health Makeover.

  • Blinking Owl Acres: Texas brand Blinking Owl Acres argues for a pared-back approach to green beauty that champions ingredient quality, rather than a trending ingredient. “There’s too much focus on finding the next best ingredient,” founder Shelly Belinko told Stylus. “Instead, people should think about using high-quality ingredients that are grown sustainably and sourced ethically.” A combination of cocoa butter, rose oil and beeswax forms the base for its updated solid deodorant. The deodorant stick is moulded to resemble a stone and offers a plastic-free update to the brand’s popular cocoa rose stick deodorant. For more, see Next-Gen Deodorants.

  • Marvis: Echoing the rise of upscale personal care items we explore in Luxurifying Personal Hygiene, Italian oral-care brand Marvis positions toothpaste as an everyday luxury with its new line inspired by global travel. The collection has three varieties: Royal, inspired by the old Orient Express with notes of citrus and mint; Karakum, referencing Middle Eastern destinations featuring orange and cardamom; and Rambas, a tropical variety flavoured with pineapple, peach and mango.
Blinking Owl Acres