Apr 19, 2023WYOS GenCreate


This first quarter of 2023 saw the debut of many brands. BeautyMatter has selected those that stand out among the crowd. Gen Z–oriented brands Good Weird and WYOS celebrate individuality and accessibility through easily applicable products that enable consumers to explore their beauty interests. Provence Beauty repackages French beauty for a younger generation with products all priced at $25 or less and vegan formulations. Environmentally aware brand DF18+ incorporates plant-based formulas and analysis technology to provide specialized programs for different skin areas, introducing the range with its DF18+ Clubhouse opening in collaboration with Ferrari in Milan's Via Santo Spirito. With the UV protection category booming right now, Pavise particularly stands out for its use of biosciences and patent-pending DiamondCore Shield Molecular Technology.

WYOS: Founded by ex-L'Oréal executives Jamie Glassman and Wendy Charland, Write Your Own Story (WYOS) is a genderless personal care line created to offer convenient, mess-free products. WYOS aims to celebrate individuality, creativity, and self-expression through unique stick-format products that fit consumers' busy lifestyles. The brand is set to launch in February with five SKUs, including Shampoo Sticks and Shaving Suds Sticks, with prices ranging from $16-$24. All products encourage limited waste practices and are TSA-friendly, vegan, and cruelty-free. The brand will be sold B2C, with the founders hoping for TikTok success. For every product purchased during the presale launch on January 18, Write Your Own Story has pledged to donate $1 to The Madhappy Foundation, which champions moving conversations around mental health forward.


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