BEAUTY IN BRIEF: ORVEDA, RUUBY AND BRUSH ON SCENTS

Welcome to the latest Beauty in Brief, our fortnightly round-up of the latest news in beauty technology and marketing.

This edition sees new brand Orveda launching in July, beauty concierge app Ruuby opening a beauty concept salon and a surge in brush on scents hitting the market.

ORVEDA LAUNCH

Sue Y Nabi is the founder of new skincare brand Orveda, said to be a new disruptor in the beauty sector.

Nabi was the president of Lancôme worldwide when she worked for L’Oréal and was the person responsible for changing L’Oréal’s tagline to “Because we’re worth it”.

Orveda’s name is inspired by the Ayurveda and the philosophy of encouraging the skin to heal itself whilst the “or” means “origin”. The range is gender neutral packaging, the products are vegan and there are no ingredients that irritate skin, nor will you find any retinol.

RUUBY CONCEPT SALON

Ruuby, described as London’s concierge app, is opening a concept salon at The Estée Lauder Companies’ headquarters.

The salon is described as the “epicentre of beauty innovation” and will teach women about the future of beauty with a range of pick and mix classes. Customers can book directly with the Ruuby app.

BRUSH-ON SCENTS

The new way to apply perfume and fragrance is with a brush. Byredo’s Kabuki perfume and Jo Loves are both championing fragrances that are applied with a brush.

Kabuki Perfume is based on the short-stemmed kabuki make-up brushes traditionally used by Japanese actors. The retractable brush dispenses a micro-fine powder infused with a fragrance that diffuse on contact with the skin.

Jo Loves will launch their fragrance paintbrush this September. The paint on cologne will take the form of a clear gel that dries on the skin in seconds.