Week 44, 2020:
Brands Spotted

This week, we've spotted a skin-cleansing humidifier, digital dresses and a YouTuber's instant coffee brand.

We also spotted a new development in the powdered products space. We previously reported on how "just add water" has become the hot new slogan for cleaning and cosmetic brands (read more about that here), and now we're seeing two newcomers apply this treatment to the beverage space. Livin Kombucha has launched a range of berry, watermelon and lemon-y sachets that can be rehydrated on the go, while Off Field, launched in October, makes a rehydration powder that's been specifically designed for endurance exercisers. Just like in the beauty or cleaning space, transforming liquid products into powder makes them cheaper and less impactful to ship to customers.