This week in consumer packaged goods, we’re seeing brands double down on category expansion, retail positioning, and scientific credibility. Arrae enters beverages with a collagen-powered Clear Protein line. Mosh extends into plant-based nutrition. And Naked ventures into energy drinks. Meanwhile, Lemon Perfect adds a high-profile CMO, Coty eyes a portfolio shift, and new personal care launches from O Positiv and Banu Skin sharpen their focus on functional, ingredient-led storytelling. The boundaries between categories continue to blur—but the strategies behind them are becoming more focused.
Arrae has expanded into functional beverages with a new Clear Protein line. The first flavor, Raspberry Yuzu, blends 15g of protein, grass-fed collagen, and electrolytes into a fruit-forward formula designed for hydration and skin health. Known for its minimalist wellness supplements, Arrae’s move into ready-to-drink products reflects the brand’s growing reach—and its intent to become a holistic health platform.
Lemon Perfect has appointed Mari Lee as Chief Marketing Officer. Lee brings over two decades of experience from brands like Clif Bar and J&J. Her hire marks a strategic pivot toward omnichannel brand building, retail storytelling, and refined go-to-market execution as Lemon Perfect prepares for its next growth chapter.
O Positiv continues expanding its women’s health portfolio with Uro+ Probiotic Wash—a microbiome-safe, pH-balanced cleanser formulated for daily use on the vulva and full body. With probiotics and clean-label positioning, the product underscores O Positiv’s functional wellness thesis: build trust through education and body-safe innovation.
Mosh, the brain health brand founded by Maria Shriver and Patrick Schwarzenegger, has launched a plant-based bar line. The new SKUs broaden its audience beyond whey-based users while reinforcing its functional mission. Flavors like Peanut Butter Chocolate Crunch keep the indulgent tone while leaning into the growing demand for cognitive-friendly, plant-powered snacks.
Naked is entering the energy drink market with a new sparkling line featuring 160mg of caffeine, zero sugar, and a clean-label approach. This marks a major shift from the brand’s juice heritage and positions Naked to compete with functional energy players at the intersection of wellness and convenience.
Coty, the parent of CoverGirl, is reportedly considering the sale of several mass-market brands. The potential divestiture aligns with Coty’s ongoing focus on prestige and fragrance. No formal announcement has been made, but the move signals deeper structural changes for legacy conglomerates balancing volume and margin.
Banu Skin has launched at Sephora with an acne treatment line built around encapsulated retinol, peptides, and microbiome-friendly formulas. Founded by a former beauty executive, Banu Skin targets Gen Z with clinical claims, modern design, and a promise to reduce irritation without sacrificing results.
Functional crossover continues to be one of the strongest throughlines in CPG right now. Arrae, Mosh, and Naked each approached it from different angles—but the strategy is the same: extend your brand into adjacent routines without losing focus. These aren’t random line extensions—they’re calculated bets on habit stacking and cross-category usage.
At the same time, we’re seeing a sharpened approach to brand building. Lemon Perfect’s hiring of a seasoned CMO shows how much weight is being placed on storytelling and execution at the retail level. Even early-stage brands like Banu are building with clinical depth and clarity from day one, signaling that consumers are rewarding scientific backing and brand integrity over trend-chasing.
Coty’s potential brand sale speaks to a different kind of recalibration. Mass brands with volume but limited margin are increasingly being viewed as liabilities, not legacy assets. This could create room for younger, digital-native brands with more targeted positioning to absorb that market share.
Meanwhile, O Positiv’s wash and Banu’s acne care reflect a bigger evolution in personal care: it’s no longer about just being “clean”—it’s about being functional, safe, and science-forward, especially for underserved body care needs. We’re seeing a wellness-to-beauty bridge forming, built on real product benefits.
This week’s stories reflect the next stage of CPG growth: fewer category lines, higher consumer expectations, and stronger brand fundamentals. Whether you’re in food, beverage, or beauty, the message is clear—don’t just launch something new. Launch with purpose, positioning, and proof.