January 8th, 2026

10 Brands spotted

Our weekly round-up of brands to add to your 'Want to test' list.

This week we noticed an interesting trend that we'd love to see more of: brands launched not by celebrities, but by their closest colleagues. First up, we have Hyrular Beauty, an out-of-this-world brand that sells lip balms in galactic colorways, launched by a trio of founders including Grimes' co-creative director Bryan Huynh. Lady Gaga's sister and sometimes stylist Natali Germanotta has also launched her own fashion line, debuting with a very limited edition silk scarf (there's just 350 of them). Others in this week's crop include Unwworn, a scented mist you can spray on your clothes to freshen them up and extend time between washes, and SDH NY, a sunglasses brand which designs its shades to be just as suitable for the night as the day.

Have you spotted any brands we should know about? Submit them here.