Brand Launches

Thingtesting Rewind: The Best of Spring's New Brand Launches

A look back at our, and your, favorite brand launches from Q2 2026. This quarter was all about wearables, with new launches tracking everything from gut health and hormones to emotional states. Skincare and bathroom products are being influenced by GLP-1 culture, while fragrance brands are leaning into narrative and history to differentiate themselves. In fashion and the home, objects are being rethought with perfection in mind — the ideal white tee, a tissue box you'll never throw away, the phone charger that belongs on the Instagram feed. And there have been so, so many new drinks brands exploring more niches, including a soda that's designed for that very specific moment when you need rehydrating after the sauna.

This curated list, which is heavily influenced by what our readers have been clicking on in our weekly newsletters, sums up the direction of travel both in the world of brand building, but also what shoppers are most interested in. Did we miss anything? Let us know.