Adit Live will draw over 60 of the beauty industry’s hottest emerging brands together to exhibit their wares to Sephora, Ulta Beauty, Walmart, Shopbop, Bluemercury, Urban Outfitters, Whole Foods, Moda Operandi, Bergdorf Goodman, Macy’s and Rossmann. The event is produced by Beauty Independent parent company Indie Beauty Media Group.

After skincare and makeup, haircare and fragrance are tied as the next largest categories for product launches at the show. In haircare, the launches reflect larger trends shaping the category. Scalp care products are leading the new haircare product brigades, and there are also new products formulated to improve hair health.

“Having good hair feels empowering and makes people feel good about themselves,” said Jennifer Famiano, director and beauty industry analyst at market research firm Circana, during a recent Beauty Independent webinar. “We’re seeing products that talk to the consumer about heat protection, strength restoration, scalp care and formats like serum really fueling the gains in haircare.”

New fragrances at Adit Live are opposingly characterized by deep, woodsy scents and light, citrusy ones. Luxury positioning is a through line. Fragrance mania has tamed since the height of the pandemic, but the category is still notching significant gains. Prestige fragrance sales increased 11% last year, propelled by heightened interest in higher concentration offerings. Sales in the category jumped 15% during the first quarter of this year, per Circana.

The brand Blushing LA will make its debut at the show. Situated in the women’s health space and aimed at gen X consumers, it joins a rapidly expanding pool of brands targeting the menopause and perimenopause market. According to market research firm Grand View Research, the menopause segment is forecast to advance at a compound annual growth rate of 5.33% until 2030. It was valued at $16.9 billion last year.

Below, we detail haircare, fragrance, nail, wellness and device launches that will appear at Adit Live.

Aromatica Aromatica Rosemary Root Enhancer $16 Launch Date: April 1

Aromatica Rosemary Root Enhancer spray is formulated with rosemary extract to provide antioxidant effects to protect hair and scalp from environmental pollutants and ultraviolet radiation. It’s designed to increase hair volume by strengthening hair strands and lifting them from the scalp.

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RG Cosmetics Amazon Advanced Boosters $7.50 Launch Date: May 15

RG Cosmetics’ Boosters were created to complement the brand’s existing Amazon Advanced collection of shampoos, conditioners and styling products. They allow customers to create a personalized at-home haircare routine. In total, there are seven Boosters across scalp care and haircare focused on balance, length, deep repair, color protection, curl nourishment, strength and anti-frizz.

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Vike Beauty Thickening Shampoo and Thickening Conditioner $50 to $110 Launch Date: August 20

Known for its makeup removal spray Makeup Melt, Vike Beauty is venturing into haircare. Formulated with volugro extract, the brand’s forthcoming Thickening Shampoo and Conditioner promote the health and wellness of the scalp. They also encourage follicle thickness and address hair loss.

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Ondine La Playa $28 to $128 Launch Date: May 24

Ondine’s La Playa fragrance channels the ocean with notes of bergamot, clementine, white lotus, lavender, sandalwood and vanilla. Ondine co-founder Maya Ondine Boffa says, “Initial reactions from customers are often that it’s a must-have. It has been fun to witness the strength of response to this perfume.”

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Perris Monte Carlo Vanille de Tahiti Extrait de Parfum $360 Launch Date: May 25

Vanilla has been having a huge moment in the fragrance category and on TikTok. Native to Central America, the vanilla plant belongs to the orchid family, and it was a popular aphrodisiac in Mexico. In Peru and Ecuador, women would spread it under their arms as a balm.

At the heart of Perris Monte Carlo’s Vanille de Tahiti Extrait de Parfum, the brand highlights vanilla tahitensis as the most precious of the many varieties of vanilla. Vanilla tahitensis is also distinct in botanical terms. Its fruit ripens on the plant without any intervention from humans, spontaneously developing warm, sweet notes.

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Zodica Perfumery Zodiac Perfume Discovery Set $96 Launch Date: May 24

Zodica’s Perfume Discovery Set includes a giftable box with all 12 of its perfumes based on zodiac signs in mini sizes in. It also includes a gamified perfume journey for either an individual or group experience.

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Blushing LA Bring On The Balance and Flash Me  $6 to $18 Launch Date: April 3

From the mind of Louisa Booth, a beauty industry veteran and founder of the brand Popmask, Blushing LA’s five launch products are directed at perimenopausal and menopausal women between the ages of 40 and 60 years sold. Designed to alleviate common symptoms of perimenopause and menopause, the products are pH balanced foam body wash Bring On The Balance, hot flash cooling spray Flash Me, pH balanced intimate wipes Fresh As A Daisy, barrier strengthening face mask Glow Get Her and magnesium bath soak Soak It Up.

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Dr. Dana Nail Renewal System $30 Launch Date: September 1

After being acquired by Rare Beauty Brands, Dr. Dana’s Nail Renewal System received a refresh. Created by dermatologist Dana Stern, a nail care expert, the system is designed to counteract dry, brittle and damaged nails. It’s comprised of a three-step routine with the products Glycolic Acid Prep, Priming Wand and Deep Hydrating Formula to nourish nails. Dr. Dana has the first nail treatment with glycolic acid.

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Rhug Wild Beauty Hand & Nail Cream with Orange Peel Oil and Yarrow 18 to 32 pounds ($22 to $40) Launch Date: June 30

Rhug Wild Beauty’s nourishing hand and nail cream is crafted from sustainably sourced ingredients hand-picked on the 12,500-acre Rhug Estate in North Wales. The brand makes its products in the United Kingdom in small batches. It’s the brainchild of Rhug Estate owner Lord Newborough, an organic farming and sustainability advocate.

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GESKE German Beauty Tech SmartAppGuided Sonic Warm & Cool Mask  $59.95 Launch Date: May 31

SmartAppGuided Sonic Warm & Cool Mask is an artificial intelligence-powered skin device that analyzes users’ skin, providing them with a personalized routine based on their unique data. It also performs eight other functions, including de-puff, massage, LED light therapy and shrink pores.

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