Beauty Investors Single Out Fragrance, Hand Care and Wellness Standouts at BITE

Investors from Encore Consumer Capital, Humble Growth and True Beauty Ventures used the BITE trade show to size up brands they see as candidates to lead the next wave of beauty categories, with fragrance, hand care and wellness-adjacent launches drawing the most attention.

Baird estimates that beauty and wellness deal activity climbed 32% year over year to 156 transactions in the first half of 2026, a backdrop that has investors hunting for the next cohort of category leaders.

One pick was praised as a first mover in true hand care that "really owns" the space, with investors citing both the brand and its fragrance. Another drew notice for a smart approach to bringing fragrance into the sleep and wellness aisle, while a third was singled out for clean, clear packaging and a distinctive position in concentrates across hair and body.

Fragrance launches named on the floor included Cold Plunge and Swedish Candy, highlighted for clean and natural positioning, sleek branding and for bringing Scandinavian products to the United States. Lasai also impressed, described as elevated but approachable and simple, with a fragrance profile compared to Snif or Phlur.

MNQA was flagged as a contender for one of the show's best booths, with investors noting time spent with its founders.