July 2, 2026

11 Brands Spotted

New and emerging brands, curated by the Thingtesting team

Sun protection is getting all sorts of rethinks at the moment. This week, we found Zouck, a cast-free mineral sunscreen brand, and The90, which tracks UV exposure in real time with its Gem device.

In the bathroom, daily habits get an upgrade with DAYLY's AM/PM toothpaste system for adults and kids. Its formulas contain vitamins, minerals, and botanicals to suit wake-up and wind-down routines. Killabrush, a new brand from the founders of Tangle Teezer and Beauty Works, bills itself as the world's first active antimicrobial hairbrush. We also found a few new fragrance brands: Moëhr is a French parfumeur channelling the Grand Hôtel de Monte-Carlo, and Annual Leave Fragrances is a new brand launched by two former Le Labo execs.

For kids (or, more accurately, their shopper parents), Nomie makes organic, just-add-water freeze-dried meals for two-to-six-year-olds, while Fipl sells pH-balanced, vegan hair and body care for ages four to 12.

We also found StripIt, which delivers supplements via ultra-thin tongue-dissolving strips, Haus of Dog and its chewy dog toys that do everything an owner could want (meaning they float, glow in the dark, stimulate gum health, and can't be broken), and Muracha, a first-harvest matcha brand sourcing directly from Japan.

Missed last week's Brands Spotted? Read it here.