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And with that, let’s get into our picks of the week →
Nate’s Pickup:
momentm hydration (poached pear)
“Hydrate or Diedrate,” they always say, but I think a lot of us are hydrating maybe (way) too much? There is an endless supply of hydration mixes and beverages right now, and it’s fun to try them all. As much as I enjoy water, I will almost always reach for a flavored liquid instead, whether that’s a hydration drink, a soda, a juice, or a lemonade, because I simply do not want plain water all the time. My hot take is that this is the whole reason the hydration category exists at the scale it does. People don’t actually like plain water, so they will happily buy packets and drinks that make water taste like something, and the “electrolytes” part is mostly the permission slip.
The other reason, obviously, is that people are being bombarded by podcasters telling them they need 1,000mg of sodium in their water every morning (hello hypertension!) when most of us really, really do not. Electrolyte drinks started as a medical solution for people who were actually dehydrated, like cholera patients and marathoners, and somewhere along the way they got repackaged as a daily essential for people who walked to the subway. Did we learn nothing from the 2006 comedy Idiocracy?! Anyway, momentm is one of the few brands in this space that seems to have read the room, so let’s get into it!
Quick Facts: momentm’s Ignition is a stick-pack drink mix that combines everyday electrolytes (Himalayan pink salt, coconut water powder, potassium citrate, and marine-derived magnesium) with adaptogens and metabolic ingredients like tulsi, a patented astragalus blend called InnoSlim, and a bioavailable curcumin. It comes in five flavors: Açaí, Apple Cider, Blueberry Lemonade, Pineapple Lychee, and the new Poached Pear.
Reasons to love:
Reasonable hydration. This drink mix is truly meant for everyday hydration. It contains a very reasonable amount of sodium, magnesium, and potassium, an amount designed for actual everyday use rather than for someone who just finished an two Ironmans. momentm has a nice 150mg of sodium, 80mg of magnesium, and 300mg of potassium. Like I mentioned above, the electrolyte powder and electrolyte drink market is booming right now. Everybody’s apparently under-hydrated and every brand keeps upping their sodium and electrolyte levels, but none of y’all are Olympic athletes! You’re going on a 5-mile run in midtown Manhattan, or you’re on a bike for an hour, or you’re just sitting at your desk, tippity tapping away at emails all day. You do not need 1,000mg of sodium from ONE DRINK to rehydrate you, because you were never dehydrated to begin with. Most electrolytes are loaded with sodium that can spike blood pressure and cause bloating.
Magical flavors. I don’t know how, but these could be the best‑tasting hydration drink mixes on the market. Jenna and I first tried them at their event for the new Poached Pear flavor, and I never expected it to become my favorite. It tastes just like poached pear, with a little warm spice in there. I recently sampled the other flavors, and they are all exceptionally well formulated, it’s actually crazy. The flavors also feel designed for adults, which I really appreciate. They’re a bit more sophisticated than a basic, overly sweet, and candy-leaning flavor. They do use stevia but they’re using Reb M stevia which doesn’t have the same aftertaste.
Not just hydrating. I’ll say upfront that I am a functional-claims skeptic, but I do still think there’s something interesting going on here beyond the electrolytes. The idea behind the brand is that modern life with all the irregular meals and bad sleep and too much caffeine throws your metabolism out of wack. So the formula is designed to steady that out rather than just rehydrate you, with a mix of adaptogens, minerals, and patented actives aimed at stress resilience, glucose balance, and non-stimulant energy. It pulls from both Ayurveda and clinical research, which I find very interesting and a nice balance. I can’t personally vouch for any changes in my blood glucose levels, but what I do appreciate is that every ingredient has a dedicated job and a cited human study attached to it, rather than some good vibes. That’s a bar a lot of functional bevs in my fridge don’t always clear.
Where to buy: Online and TikTok Shop
Jenna’s Pickup:
Fur Flash Repair Jelly
Buckle up, strait-laced subscribers: we’re talking BODY HAIR today.
Because, the reality is, we all have it—and some of us want to alter or remove it, and some of us face uncomfortable repercussions in doing so. The most sensitive among us, in fact, sometimes experience straight-up pain in doing so, and no cream or hair-removal method or prayer seems to address that pain.
The co-founders of Fur knew this discomfort all too well, and—a full decade ago—decided to build an entire brand (and category) around it. We interviewed the brand’s co-founders for an upcoming podcast to learn more about building a taboo category, and the brand shared some of their newer products to try ahead of the interview. I had high hopes, but I didn’t know just how much this one product would change things for me.
As a sensitive-skinned gal, I got to a point in my adult life when I essentially surrendered to always having razor bumps and redness wherever I remove hair. But since trying this product, I’ve learned that there’s an alternative option. Fur’s Flash Repair Jelly has entirely altered the way I view shaving, and it would be selfish to gatekeep this product from you… however spooky it may be to chat body hair pub(l)icly. 👻
Quick Facts: Positioned as a “first line of defense against ingrown hairs, redness, irritation, and bumps,” this hypochlorous acid jelly treatment can be used right after waxing, shaving, or laser to soothe reactive skin. Fun fact: You can actually use this on your face, too!
Reasons to love:
Shockingly effective. This isn’t one of those products that you have to use over multiple weeks to notice a difference; it works immediately. Right after getting out of the shower, I apply this to freshly-shaven skin, it cools the skin + absorbs instantly, and it visibly calms down in minutes. The expected razor bumps and burn just never come (even when I apply deodorant right after… IYKYK). As one reviewer shared on Fur’s site: “Flash Repair Jelly has PREVENTED so many ingrown that I rarely need my other Fur products now.” I love when a brand is so committed to effectiveness, it invests equally in prevention and treatment—knowing one could cannibalize the other.
Luxury feel, clinical effectiveness. I typically assume that a product with a luxe feeling or vibe must be just that—purely reliant on vibes, with minimal expectations for effectiveness. But Fur’s products destroy that conception. The brand feels elevated, the product feels luxurious to use (that cooling gel format…), and the results are undeniably effective. Fur proves that brands can achieve that “cool girl” aesthetic, while simultaneously leaning on science; every product is gynecologically- and dermatologically-tested, and this product is accepted by the National Eczema Association.
Breaking the taboo. Fur was one of the very first brands to show us the massive potential that comes from addressing a taboo, and it gives me so much hope for other stigmatized sectors. If you’re interested in learning more about how co-founders Laura and Lillian built this so effectively, stay tuned for our upcoming podcast!
Where to buy: Ulta, Target’s new Beauty Studio, online.
In case you missed it… 🎧
Happy almost-Halloween! ‘Tis the season for sweets, and we’re celebrating the best way we know how: by overanalyzing how brands are playing into indulgence.
First, we’re sharing news about a fascinating innovation in sweetener science from Oobli and the latest from a forgotten friend in the modern soda aisle, Zevia (and why building a brand around a specific sweetener is risky behavior).
Then, we’re getting into two theories shaping the sweetest brands—“dessertification” and permissible indulgence—both backed by news stories from this week and recent launches.
What’s the spookiest sweet trend to you? Over-exaggerated dessert-themed marketing, portion-controlled indulgences, or function-packed treats?
Catch the full episode below 👇
I feel so validated on my take re: best tasting electrolytes coming from Nate!!!