Issue #25: Summer's Skincare Staple
Why brands are betting on face mists, plus 3 brands to add to your skincare routine this summer
This past week, I came across an article from Cosmetics Business claiming: “Face mists are summer 2025's huge opportunity for skin care brands.” I immediately thought of the Mario Badescu rosewater facial spray — the “OG” face mist for my generation. In fact, I think it’s still on shelves at Urban Outfitters today. It turns out, this product launched well before my time (in the 1980s) and has been on shelves ever since.
Despite being essentially overpriced water mist, facial sprays have withstood decades of shifting consumer trends and demands, with people continuing to reach for the product today. In the last 40 years, since the rosewater facial spray launched, facial mists have evolved beyond just water and fragrance (thankfully). Brands are now infusing their mists with ingredients like niacinamide, soothing botanicals, and even SPF.
In fact, while most consumers view face mists as a quick and refreshing pick-me-up, for brands, they’re more than just a cooling moment. Face mists serve as the perfect gateway product: easy-to-use and a low-commitment way to introduce consumers to a wider skincare routine. Who went on to try the Mario Badescu drying lotion post rosewater spray? 🙋♀️
So, as we approach the first serious heat wave of the summer here on the East Coast, we’re going to need all the refreshing/cooling hacks we can get. Charge your handheld fans and grab your face mist—the heat and humidity have arrived.
3 more brands to add to you skincare routine this summer:
🩵 Timebeam Beauty
As NAD+ and longevity have gained attention over the past several years, Timebeam Beauty has entered the space offering solutions internally and externally. Founded by Dr. Lamees Hamdan, Timebeam Beauty offers a dietary supplement and facial serum, both promoting healthy aging.
From the outside in, the Skinbeam Milky Serum leverages a NAD+ booster, peptides, and hyaluronic acid to support all-day hydration, while the Moisture Melt Serum Balm supports glass skin through ceramides, squalane and resveratrol.
From within, the Bounce Mode Pixie powder features a NAD+ Booster, Hyaluronic Acid, and Electrolytes to produce firm, bouncy skin and mental focus. While the Reset Mode Pixie powder features rice ceramides, resveratrol, and magnesium glycinate to hydrate the skin and promote quality sleep.
🔗Read more about Timebeam Beauty
🧼 Banu
An acne-safe skincare brand founded by Roz Samimi. Roz created this brand to “reframe the narrative around what acne skincare and routines can look like.” The product line offers an upscale, yet affordable approach to acne care — a segment within the greater skincare sector that traditionally has been dominated by drugstore giants (ProActiv, Neutrogena, PanOxyl and CeraVe).
Banu launched last Tuesday (6/17) with three products: Chamomile Jelly Cleanser, Sulfur Spot Treatment, and AHA x BHA Blemish Control and Exfoliating Serum.
🔗Read more about the Banu launch
🧴 Sonni
A modern suncare brand founded by Megan Black. Sonni is focused on developing mineral formulas that are invisible on all skin tones, effortless to use, and enhance skin health.
👀 Launching this summer!
That’s all for this week, see you next Sunday!
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