21 January 2021:

Brands spotted

This week, we've spotted luxury cashmere loungewear, window-boxes-as-a-service, and the first few products from Alicia Keys' new skincare brand.

We also came across Sugardoh, an at-home hair removal brand that wants to switch consumers on to the benefits of sugaring over waxing. Sugaring uses a paste made of sugar, acid and water – which is compostable, unlike wax – that is applied to the skin and then pulled off, taking the hairs with it. Plenty of brands, from Billie's razors to MyHare's waxing strips, are vying for a share of the women's hair removal market. But how much growth there is in this market following the pandemic remains to be seen: While many women are likely to have tried out at-home hair removal alternatives in the face of salon closures, according to beauty marketplace Cosmetify, 45% of women have stopped buying products such as wax strips and razors.

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