March 17, 2026

13 Brands spotted

This week’s round-up of recently launched brands.

Celebrity brands aren’t new, but this week shows how fast influence and big funding still move. The trio behind Casamigos, George Clooney, Rande Gerber, and Mike Meldman, are back in drinks, this time with Crazy Mountain, a non-alc lager aimed at keeping the ritual, minus the alcohol. Olympic skateboarder Nyjah Huston is stepping into personal care with Out There, starting with deodorant. Finnsul, a daily electrolyte mix, comes from the founder of Tarte, marking a clear move from beauty into hydration.

Also on our radar: Naani’s bottled chai, Ya Albi’s fully traceable olive oil from tree to table, Ammos’ vodka inspired by the Greek coast, and Eat Buffs’ “beef puff” (their words, not ours), and Rello, one of the latest additions to the protein frenzy. In beauty: Liva is leaning into clinical testing, Guanology is building around guanabana, Rayro is making skincare sticks for kids that don’t feel like a chore, and Batchig went straight to the top of my WTT list, treating fragrance more like an object than a bottle.