The Tamesis
Is it possible to narrow down the best beauty launches of 2025? With an endless supply of beauty and wellness products hitting the market every day, it’s nearly impossible to try them all—although Fashion Beauty editors were pretty close. The constant flow of packages into our New York and London beauty wardrobes alone could create a cardboard box fort or two. Between trying on makeup, tasting fragrances, and testing hair formulas, a select few products inevitably stand out and earn a permanent spot in our daily routines—often beating out some of our long-time favorites. Whether it’s trendy makeup products, futuristic gadgets or advanced skin care formulas, luckily we can never put our favorite things aside.
FashionThe most popular new beauty products of 2025
Therabody Thera Mask
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Hourglass Cosmetics Unlock Instant Lengthening Mascara Espresso
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Prada Beautylines Durable Glide Waterproof Eyeliner
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So as you reflect on your Spotify Wrapped, half-formed resolutions, the biggest beauty trends, and everything else this year has delivered, consider it an invitation to scroll. Read on to discover the best beauty launches of 2025—curated from the passionate (and entirely subjective) perspective of our editors. From spot treatments that revive dull complexions with just one swipe to surprisingly long-lasting lip liners, there’s something for everyone.
Prada Beauty Pradalines Durable Glide Waterproof Eyeliner
“I love anything that allows me to achieve a smooth cat-eye look in the morning without too much fuss and zero transfer throughout the day, and Prada Beauty’s Pradalines Durable Gliding Eyeliner, launching this spring, has already won me a Beauty Queen Morning 9 Thumbs up. It strikes the perfect balance between easy glide (not too slippery and smudges all over) and doesn’t settle too quickly, leaving me stuck with the asymmetrical wings. I am, however, ordering the rest of the range to test out during party time. ” —Arden Fanning Andres, contributing beauty editor
Therabody TheraFace Glo-LED Mask
“I’ve tested countless LED masks this year, and while competing against my trusty Currentbody favorites is no easy feat, Therabody’s new Mask Glo gives it some serious competition. What’s most striking is the breadth of clinical testing the device has undergone—104 subjects, covering a variety of skin tones and types. The results showed visible improvements in fine lines, jowls, and dark spots.” —Ellie Davis, senior beauty shopping writer, UK Fashion
Hourglass Cosmetics Unlock Instant Lengthening Mascara Espresso
“The World’s Best Mascara Now Comes in Brown—that’s the title. Admittedly, I’m a big fan of Hourglass; if I stray too far from the Phantom Volumizing Gloss Cream, I start sweating. This mascara was previously only available in black, but it’s held up to long hours staring at a screen, and the occasional Rubbing Eyes and (Believe it or Not) Noisy Weddings. The formula of this mascara is smooth and coating. As a mascara, it goes on easily with just one or two swipes, but applying too much can cause spider legs, so it’s the only mascara I use because it’s so great. ” —Morgan Fargo, British Beauty and Wellness Editor Fashion
Outside-Inside Silk Essence Foundation
“Outside-In, the brainchild of Hourglass founder Carisa Janes, is reimagining skincare-makeup hybrids. Among its just-launched collections, Serum Foundation is the standout. It’s incredibly lightweight on the skin and blends imperceptibly, delivering a natural, airy finish that effortlessly perfects skin, but with better results.” —Kiana Murden, beauty shopping editor
Zoe Daily 30+
“If 2025 is the year of protein, then 2026 will be the year of fiber. I have celiac disease and rarely meet my fiber needs (90% of Americans don’t get enough fiber daily). And this delicious topping easily increases my daily intake by 15 grams. The mix of nuts and seeds is so delicious and tastes amazing on eggs, salads, toast…the list of delicious options is endless.” —Margaux Anbouba, Senior Beauty & Wellness Editor
victoria beckham beauty brush
“Victoria Beckham Beauty The debut makeup brush collection blows away every other set on my dressing table. They’re lightweight without feeling frivolous, with smooth, ergonomic wooden handles and cloud-soft brush heads. It’s hard to pinpoint one good brush over another. A brush makes a difference, but that’s what they are. Thick bristles apply liquid and cream formulas to skin seamlessly and with precision, while larger, fluffier brushes sweep through powders and bronzers—they’re always within my grasp. ” —Morgan Fargo, British Beauty and Wellness Editor Fashion
Omi hair growth peptide gummies
“I started taking these gummies earlier this year when I decided to grow my bob into something that wouldn’t require the help of 20 bobby pins to pull back. I can already wear a small ponytail. I noticed a lot of baby hair and felt like the quality of each hair had improved. Plus, they’re delicious, so I’m actually looking forward to taking them as a snack – which means I’m finally able to stick with taking supplements.” —Arden Fanning Andrews, contributing beauty editor
Anua PDRN 100 Hyaluronic Acid Glow Pads
“I was introduced to the Anua Glow Pads by a skin specialist who gave me one of the most radiant complexions I’ve ever seen, and since incorporating her recommendation into my routine, I’ve received a steady stream of compliments. This hydrating formula combines PDRN with hyaluronic acid. Plus, the double-sided pad’s smooth gel side plumps skin and the textured side promotes exfoliation. Another win for Korean beauty hero Anua.” —Ellie Davis, senior beauty shopping writer, UK Fashion
Jones Road Just Enough Tinted Moisturizer
“I’ve been loving this ultimate tinted moisturizer since it launched in the spring. The formula is enriched with sodium hyaluronate, glycerin, and vitamin E and spreads easily onto the skin. I like to apply a small amount with a brush, building up coverage as I see fit. You can also reach in with your fingers, which warms up the product and is a great way to keep it from clumping when setting with powder. It’s non-comedogenic and feels super lightweight and a feather on the skin, with just enough color to flatter your complexion.” —Ranyechi Udemezue, associate beauty and wellness writer
Huda Beauty Lip Contour Tint
“I can’t overstate how much I love lip liners—the slightest definition instantly makes your lips look more attractive. This is especially true for me because I have lip lines (which means the natural color of my lips doesn’t quite extend to the vermilion edge). Most lip liners feather, pill, or fade after a few sips or bites—not Huda Beauty’s Lip Contour Stain. It’s essentially the love child of a lip gloss, and it didn’t budge an inch throughout the workday, even while playing mermaid on a beach trip, the only drawback is that you have to be careful about how you store it (applicator tip down) so the product doesn’t dry out.” —Conçetta Ciarlo, beauty business writer
Miu Miu Din
“Miutine by Miu Miu One of the trendiest fragrances launched this year, it has become one of my handbag must-haves. Rich gourmet notes of wild strawberry, wild sugar and vanilla, sweet but not overpowering. The notes of rose and jasmine lighten it up, leaving you with a soft and feminine scent, similar to citrus Chanel N°5. I find that just a few sprays get me through the day, no matter the occasion or season, and it blends well with a light mist for touch-ups. ” —Ranyechi Udemezue, associate beauty and wellness writer
Cécred Scalp Refreshing Spray
“Its new Protective range is proof that I love Cécred even more than I did before. The range is designed to meet the needs of those who wear protective styles that detoxify and refresh braids, stitches, braids and more. The one I use most often is the Scalp Spray – a product containing Cécred The cooling elixir of balancing ferments, honey, and ceramides dissolves product buildup while soothing tightness and itchiness—a godsend for keeping your style stretched between washes. ” —Kiana Murden, beauty shopping editor
Danessa Myricks Beauty Delicious Skin Blurring Cream Matte Setting Spray
“If I’m going to bother with makeup, I want it to be really long-lasting. Luckily for me, Danessa Myricks has packed all the viral goodness of her Yummy Skin Balm into this setting spray. It’s the same concept, but completely non-comedogenic, and the fine spray instantly delivers a soft matte finish without drying it out. Danessa Myricks, you’re a genius.” —Conçetta Ciarlo, beauty business writer
