Happy Monday.
In Friday’s letter I predicted that sea moss will be the next big thing in CPG, and this weekend I came across this $16 sea moss seasoning at a shoppy shop in the East Village.
I can’t imagine this tasting great. Sea moss has a flavor that can only be described as algae-y. It’s not salty and it doesn’t taste like much of anything, which is why it’s typically consumed for its health benefits and not for its flavor.
The brand’s website describes it as “dehydrated, roasted sea moss blended with sea salt adds an umami bomb to any dish.” I don’t buy it.
In today’s newsletter:
Self-tanner is SO back
Kylie’s fragrance debut
Le Creuset goes camp
Trippin’ with Tarte
and more!
I’m keeping my eye on:
Self-tanner is booming
If your fyp is anything like mine, you’ve seen a huge uptick in women talking openly about their use of self-tanner and more specifically about using self-tanner as a face contouring mechanism. It turns out that the self-tanner industry is growing, and is projected to become a $2.3B industry by 2030. It’s funny because it feels so 90s and so old-school. This week the 80s nostalgia sunscreen brand Vacation stepped in and debuted their own “browning lotion” with SPF and the response was off the charts. Well played.
Kylie is launching a fragrance
Kylie Jenner is branching out from cosmetics and teasing her debut perfume launch. The fragrance is called COSMIC and stars floral/fruity notes such as jasmine, blood orange, amber, and peony.
Is it just me or does this photography/packaging feel aggressively Glossier-coded?
Facelifts are getting smarter
This feels like no surprise, but the new big thing in skincare is getting lots of minor procedures rather than a few dramatic ones. I think that with the dramatic popularity of injectables and other enhancements, people are really paying attention to the work others have done, and they’re more scrupulous than ever.