Bliss Just Went Through a Total Brand Relaunch, and We Like What We See

Updated 03/07/18

Bliss is responsible for the skin and personal care classics that adorn many a shower shelf—whether beauty editor or otherwise. We all recognize the brand's products by their bright blue hue and stark white lettering. (Take, for instance, the Ingrown Eliminating Pads, $26, and the Drench & Quench Moisturizer, $38, both of which seem to be particular fan favorites). It's a brand that hasn't changed too much or too often since its genesis. Instead, it's one that's known for being consistent with its product offerings and formulations.

Or it used to be, anyway, because the brand just kicked off a total relaunch by releasing new products and formulations to fit the brand's updated ethos. We like what we see.

Along with a whole host of new products that have just launched at Ulta, Target, and Bliss's own brand website, the brand has also reformulated old favorites to be safer on skin and cruelty-free. Somehow, the brand accomplished all this while simultaneously lowering the prices of its products. We know that sounds like an oxymoron, but it's true. The brand accomplished the impossible—boosting its ethics, its formulations, and its accessibility all at once.

Bliss Mighty Marshmallow Bright & Radiant Whipped Mask $16
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Let's start with talking about a few of the new products (which include newly launched body soaps, polishes, and facial cleansers). We're particularly interested in the brand's newest face masks, one of which is called the Mighty Marshmallow Bright & Radiant Whipped Mask. It's formulated with brightening marshmallow root extract and antioxidants like vitamin C, olive leaf extract, and lemon oil to bring radiance and luminosity back to the complexion. It smoothes and refines skin tone and discoloration.

Yes, please. There's also the In the Honey Mega Moisturizing Lavender Honey Mask ($16), which promises to leave skin baby soft and supremely hydrated. For an overnight mask, reach for the What-a-Melon Reviving and Destressing Overnight Mask ($16), which removes dead skin cells, tops off moisture levels and electrolytes, and boosts the skin's natural protective barrier. The best part is that all these masks are only $16, which is much more budget-friendly compared to other high-end products that feature similar ingredients.

That's kind of the whole point of the brand's relaunch. It has lowered its prices to make spa-worthy products more accessible to everyone.

Bliss Lemon & Sage Body Butter $12
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The brand has also reformulated existing products so that every single formulation is 100% cruelty-free while being free of "bad stuff" like parabens, phthalates, SLS, SLES, and more. Essentially, it's the latest brand to reform the drugstore beauty aisle, making it safer and more ethically conscious for skincare shoppers. That's a change that we're excited to see and that we fully support. One of the "old favorites" that has been reformulated while remaining true to its former efficacy is the brand's iconic Lemon & Sage Body Butter, which smells like an Italian vacation in a bottle.

It's just one of the brand's full 36-product collection that's been revamped and relaunched. All the new products are available now. Check them out at Ulta, Target, or blissworld.com

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