The beauty industry is highly competitive, with new beauty launches coming in faster than you can say “blush” or “foundation.” With more product categories than any single person can try, it takes industry experts, seasoned beauty lovers, and social media influencers to sift through the newcomers and find the gems that become new favorites.
Yet with the bar set so high, new launches that stand out from the rest are truly worthy of mentioning. The beauty launches that we go crazy for adhere to the latest must-try trends (cosmetics with benefits, anyone?), include (or exclude) noteworthy active ingredients, or address age-old beauty concerns with new efficacy. Here are the 23 most exciting beauty launches we can’t get out of our heads in skincare, cosmetics, and body care.
Meet the mineral-rich, skin barrier-loving brand's newest addition: an overnight exfoliant containing AHAs, phytic acid, and tropical fruit extracts to sweep dead skin cells from the skin. It incorporates fermented shiunko oil (said to stimulate the cells' fibroblasts, which produce collagen and elastin), free radical-fighting spirulina, and, of course, seaweed. Use it twice per week to wake up to a silky-smooth complexion.
Hair-growth stimulating products have been on the rise for our head, lashes, and brows. On March 15, Freck launched a mascara that does exactly this. As it darkens the lashes, the multitasking formula relays a peptide complex (containing Red Clover Extract, Acetyl tetrapeptide-3, Biotinoyl Tripeptide-1, and Panthenol/provitamin B5) to nourish, strengthen, and promote lash growth.
Color-correcting products come in handy when dabbed over concealer or under foundation for neutralizing unwanted hues in your complexion. For instance, they can mask redness (use Green), hyperpigmentation, and/or dark circles. Exa's six-shade range is formulated with marshmallow root, rice bran, and licorice to brighten over time, along with protective amino acids and antioxidants and kaolin clay to prevent shine.
Hint: Beauty educator Rose Siard absolutely loves the Pink shade, noting that it stands out from the others she has tried.
After developing Hydrating Petal Cream for day— which can come in clutch as a primer for foundation—the skincare brand announced their nighttime counterpart. Housed in a purple jar, the lavender moisturizer delivers collagen-stimulating retinol alongside soothing CBD. Violet Flower also calms and addresses redness, while their proprietary Fine Line Complex smoothes away creases alongside florals and botanical extracts.
Some with sensitive skin avoid retinol, in which case bakuchiol is known as nature's non-irritating, botanical alternative. This combined serum and moisturizer is best applied overnight, delivering the anti-aging active alongside vitamin C-rich kakadu plum, dragon fruit, and upcycled fruit seed oils.
In addition to fuller brows, beauty fans have been after brow gels to provide hold—keeping the eyebrows styled into a combed and slightly lifted appearance. Founded by celebrity brow artist and facialist René de la Garza, whose gorgeous work can be seen on clients like Lizzo and Cardi B, the clear gel imparts a flexible, medium hold to shape, define, lift, and set the brows for the day.
Chriselle Lim's fragrance brand is perhaps best known for the TikTok-viral fragrance Missing Person, which is sold out with a waitlist of 100k. But don't worry: You can still get your hands on three other new fragrances. We are partial to Lost Cause, a "fresh and woody" floral that is reminiscent of a mellow cologne. The fragrance profile features freesia, sweet rhubarb, cassis leaves, and Italian bergamot, as developed by perfumer Gil Clavien.
You will want to own this palette if you love nudes. With five shades of the brand's beloved bronzer (for both cheeks and eyes), it also comes with two new shades of highlighter. Build and contour to your desire, whether you are going for a camera-ready look or something natural and sun-kissed.
The slick lids and pigment provided by an eye gloss can capture a vibe like no other. The brand's eye glosses are known for the darkly ethereal shade range, and they just announced three new iridescent tones. "Rosa" is a smoky burgundy, "Scarabaeus" is the green of an enchanted forest, and, our favorite, "Apis" is like peach with a shimmering punch.
While it is normal and common to have stretch marks, there is also no shame in wanting to minimize their appearance. This body treatment to address and prevent them has entered the conversation. It uses AHAs, a lactic acid complex, Regu®-Stretch to reduce the appearance of stretch marks, and Regestril to help prevent future stretch marks.
Ideal for daytime use, this new hydrator from Sunday Riley features a stable, oil-soluble version of vitamin C called THD Ascorbate, which visibly brightens the skin and is the collagen-fortifying moisturizer appropriate for all skin types. It incorporates hyaluronic acid, a plumping hydrator that attracts water molecules, and lutein for added blue light protection.
The celebrity esthetician's eponymous line just incorporated a new, more portable LED mask at FDA-cleared wavelengths of anti-aging red (630nm) and anti-bacterial blue (465nm). In addition to the light therapy it provides, it incorporates pieces of rose quartz crystal at specific pressure points on the face to ensure the experience is one of peak self-care. As far as LED masks go, this one is ultra-comfortable, easy to transport, and even has a mouth-hole so you can sip a relaxing beverage.
If your lips tend to run dry, it is worth your while to get in the habit of applying a hydrating balm or lip mask before going to bed each night. A number of brands have come out with lip-quenching balms lately, but the award-winning green brand Alpyn has one that also plumps. A host of botanicals join hyaluronic acid and sweet agave to bind moisture, while Willow bark—a natural source of salicin (from which salicylic acid is derived) — works to smooth lip texture to a kissable finish.
Channel your wildest French-girl dreams and check out the beauty brand founded by the French MUA, Violette. The latest launch is this barrier-fortifying cream, containing ingredients to help maintain the cohesiveness of the skin's protective lipid barrier to keep moisture in (and keep aggressors out). Among them are Japanese Getto Plant Leaves, French Marshmallow Root, beet sugars for microbiome-supporting prebiotics, vitamin C, and oils like squalane and organic jojoba. It is vegan, 98% naturally derived, and contains no petrolatum or silicones.
Nude eyeshadows in matte and shimmering shades can perfectly adorn your lids and arches. This limited-edition collection of six shades comes in the perfect neutral shades to wear from day to night.
The mistress of glow just introduced two new highlighters to her MUA-beloved cosmetics line. Available in cool-toned nude pink and warm pink versions, they add to her cult-favorite Pillow Talk collection with a light-reflecting, silkifying finish brought via mica and finely milled pearls.
The Belgian broadened his high fashion line into the beauty space by launching refillable lipsticks in customizable cases and fragrances. His collections often feature florals from his garden and are known for juxtaposing opposites into singular, coherent pieces. First, you choose your shade and finish, then you choose the case, and from then on out, you will only be shopping for refills.
The nail brand's latest launch is the Island Hopping collection featuring spring-ready shades. We love this lavender hue with a pearlescent sparkle, requiring no base or top coat. The line is refreshingly conscious of their ingredients—both the questionable ones they leave out and the nail-fortifying ones they include (like vitamin C, Pro-Vitamin B5, and Argan oil).
Do you ever wonder which order to apply your SPF and primer? This chemical SPF will go on without leaving a white cast, also serving the dual function of priming your face for the foundation and/or concealer that follows it. Plus, the brand gives back as part of its business model, making it a purchase that does good.
If your skin runs on the dry side, consider this chemical sunscreen featuring hyaluronic acid, pearl light powder for a dewy finish, and a reported 12 hours of lasting hydration.
The beloved J-Beauty brand just dropped a clarifying clay mask to go along with the pore-clarifying collection. In just three minutes, it promotes clearer skin by detoxifying the pores using ingredients like Japanese volcanic ash, Okinawa kucha clay, and Japanese konjac. It's ideal for combination-to-oily skin types.