July 30, 2026

14 Brands Spotted

New and emerging brands, curated by the Thingtesting team

This week, we spotted a number of brands experimenting with the same idea: do less. Buff Beauty sells a nailcare system that doesn’t include a dash of polish, Half Caff sells ready-to-drink cold brews and lattes with, you guessed it, half the caffeine of a normal cup, Sup Syrup sells syrups with the sugar reduced to 5g a serving, and DRZZL sells olive oils with distinct purposes: one for the table, and one for the frying pan. (Is it the UK’s answer to Graza?)

Hydration is a category that remains popular for new launches, with VYVE’s electrolytes-delivered-via-lollipops concept and Dynasty’s drink mix which is specifically formulated for active women in midlife. And on that women’s health note, there’s more: RE:YOU makes a non-hormonal serum for hair thinning, and In Season Skin makes pregnancy-safe skincare.

Also spotted: Sapone’s liquid shampoos that are housed in solid soap, ID Formulas’ €250-a-month ($285) longevity supplements, Thy Heart’s considered perfumes, Haute Mahjong’s designer tile sets, Filipino candle brand BAU Studio, and OOOasis’s travel toiletry bags.

If you'd like to discover more recently launched brands, check out last week's Brands Spotted.