E! Illustration; Getty Images/ Pakin Songmor
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New beauty launches are everywhere, and I’ve been putting them to the test to find the ones truly worth your time (and money). From buzzy haircare drops to must-have makeup and skincare, I’ve tried so many new products this month—and some are already living up to the hype.
Whether you’re eyeing Fenty Hair’s highly anticipated debut, the latest from Tarte, or fresh finds from Ilia and Pattern by Tracee Ellis Ross, I’ve got the inside scoop.
These picks aren’t just viral; they deliver real results. If you're looking to refresh your routine with the best new beauty products, I’ve rounded up the launches I’d actually buy again. So before you add to cart, check out my top recommendations for makeup, hair, and skincare that truly stand out.
Trust me, these are the ones worth trying!
TL;DR: My favorite new beauty product this month is an overnight hair repair miracle worker.
Best New Makeup
Maybelline Superfluff Volumizing Brow Mousse
Shape and define your brows with a lightweight mousse gel that adds volume and holds your look in place all day.
Shoppers Say: "No need for microblading and no need for pencil brows!! This is a complete product I am obsessed with. I have ordered one for my daughter also, waiting on her opinion."
NYX Lip IV Hydrating Gloss Stain
Drench your lips in hydrating color with a gloss-stain hybrid that feels comfortable and lasts for hours.
Shoppers Say: "This lip gloss is great, I not only love the color but love the feel. The color lasts a long time for a lip gloss and doesn't feel too sticky."
Tarte Shape Tape Blur Hydrating Concealer Stick With Brush
Blur, brighten, and perfect with a crease-proof concealer stick that hydrates, smooths, and lasts all day.
Shoppers Say: "I absolutely love this concealer! I am 58 with some creasing and under eye wrinkles. I was worried that the concealer wouldn’t do well with mature skin. I was surprised to find what an amazing job it did! The brush it came with is just as fabulous. It feels great with the product. The bristles are so soft and compact."
Revlon ColorStay Multi-Liner
Define your eyes with a versatile multi-liner that delivers bold color and long-lasting wear, plus a built-in blending brush for a seamless finish.
Shoppers Say: "This Revlon ColorStay Multi-Liner is super creamy and pigmented! I’ve used it as both an eyeliner and lip liner, and it works beautifully for both."
Maybelline Super Stay Lumi-Matte Foundation
Get long-lasting, breathable coverage with a luminous matte foundation that stays fresh for up to 30 hours.
Shoppers Say: "I’m obsessed. I have dry/normal skin and I’m in my mid thirties. This foundation is a nice medium coverage, not cakey and has a nice finish. It’s not a flat matte finish but it’s also not shiny. For me, it’s a total win!"
CoverGirl Outlast Forever Velvet Pigment Matte Lipstick
Achieve bold, velvet-soft lips with a long-lasting liquid lipstick that stays put and feels comfortable all day.
Shoppers Say: "Serious Staying Power! I am no stranger to long-wear lip stain and this is one of the better ones. It lasts ALL DAY LONG, truly!"
L'Oreal Paris Plump Ambition Hyaluron Lip Oil
Nourish and plump your lips with a hydrating oil that delivers lasting moisture and a juicy, lightweight shine.
Shoppers Say: "Shocked at how good this drugstore product is. Highly recommend this brown girl friendly, moisturizing, pigmented lip oil! And long lasting. I need more colors!"
CoverGirl Lash Blast Supercloud Mascara
Lift and volumize your lashes with a fluffy, lightweight mascara that delivers a soft, cloud-like finish for all-day wear.
Shoppers Say: "Best mascara! Easy to apply, even to short eyelashes. Separates the lashes and makes them look thicker. I used more expensive brands , but this beats all. Great quality for a good price."
Laneige Glaze Craze Tinted Polypeptide Lip Serum
Swipe on a juicy wash of color with a serum that leaves your lips feeling soft, hydrated, and effortlessly glossy.
Shoppers Say: "Laneige does it again! Wow. This gloss is so beautiful. I love the color cinnamon sugar. It’s a nice mix of brown and pink. The donut application is cool too. So cushy and fun! The formula is also pretty hydrating for a gloss which is nice."
Ilia Eye Stylus Shadow Stick
Glide on effortless color with a creamy eyeshadow stick that blends like a dream and stays put all day.
Lys Beauty Speak Love Lip-Plumping Glossy Lip Balm
Get the glossy, plumped-up look you love with a hydrating balm that keeps your lips smooth and comfortable all day.
Shoppers Say: "Love this gloss!! The formula is great. not sticky, very hydrating, and balm feeling. Love the shades as well!"
Iconic London Shape & Shade Sculpting Stick
Sculpt and define with creamy sticks that effortlessly blend to create natural-looking contours and highlights.
Best New Skincare
Kylie Cosmetics Lip Butter Toasted Marshmallow
Pamper your lips with a super-hydrating lip butter in a dreamy marshmallow scent that leaves your pout soft and smooth.
Shoppers Say: "This is the best lip balm/ butter I’ve ever used the scent is amazing. The FORMULA, I don’t even know how to explain it. Silky non sticky, amazingly hydrating. I’ve never felt a lip butter like this! I’ll definitely be repurchasing."
Typology Lipid-Enriched Cleansing Bar
Gently cleanse and nourish your skin with a rich, lipid-enriched bar that combines calendula extract and sweet almond oil for soft, hydrated skin.
Shoppers Say: "An essential product for sensitive skin, very gentle and effective, it lathers well, doesn't dry out the skin, and relieves tightness."
Mario Badescu Hydrogel Under Eye Patches
Refresh and hydrate your under-eye area with cooling hydrogel patches packed with hyaluronic acid and niacinamide for a brighter, more rejuvenated look.
Sofie Pavitt Face Omega Rich Moisturizer
Quench your skin with an omega-rich moisturizer that deeply hydrates and nourishes for a smooth, radiant complexion.
Shoppers Say: "Feels like I just got a facial! I've only had this moisturizer for 2 days and I've never moved so fast to write a review. It's so rich, leaving my face feel super plump and hydrated without feeling oily or sticky... I put it on in the morning and could genuinely still feel it at the end of the day. I have the full line of Sofie's products and this is hands down my favorite!!"
Best New Hair Products
E! Illustration; Getty Images/ Olena Ruban
Olaplex No.0.5 Hydrating and Strengthening Scalp Serum
Nourish your scalp and promote healthy hair growth with a restorative treatment that revitalizes and strengthens from root to tip.
Shoppers Say: "The Olaplex No. 0.5 Scalp Longevity Treatment is a game-changer for anyone looking to improve scalp health and promote stronger, healthier hair. From the first use, it feels lightweight yet deeply nourishing, absorbing quickly without leaving any greasy residue. It soothes irritation, reduces dryness, and helps maintain a balanced scalp environment."
Shoppers Say: "First use changed my hair. First time I used this I could brush my fingers through my hair and not worry about any snags while still keeping my curls. It also sprays really well."
Odele Volumizing Foam
Boost volume and body with a lightweight foam that adds effortless lift and shine without the crunch.
Shoppers Say: "Usually, my hair tends to fall flat after I blow dry it. This was really great at helping me keep and retain volume after styling it. The smell was really pleasant and mind. Many times, products like these leave my hair sticky, but this one didn't!"
Pattern by Tracee Ellis Ross Palo Santo Curl Gel
Define and enhance your curls with a nourishing gel that provides long-lasting hold while leaving your hair soft and frizz-free.
Shoppers Say: "Definitely my new fav curl gel! I love how it doesn’t leave my hair all crunchy, and I like the scent! My curls have lasted way longer with this gel and it manages frizz. Definitely recommend this product!"
CeraVe Hydrating Anti Dandruff Shampoo
Soothe and hydrate your scalp with a gentle anti-dandruff shampoo that cleanses, nourishes, and helps restore moisture for healthy-looking hair.
Shoppers Say: "This shampoo is a game-changer for scalp relief! I’ve been using it since launch, and the biggest win is how quickly it reduces itch. I have seborrheic dermatitis and thick, curly hair, so scratching my scalp leads to frizz and additional irritation. Yikes! This helped solve that immediately. While I’ve only used it for a short time since its release, I’ve already seen a noticeable reduction in flakes."
Best New Body Care Products
Eos Shea Better Cashmere Body Wash
Indulge in a nourishing body wash that cleanses and hydrates, leaving your skin feeling soft and smooth.
Shoppers Say: "My favorite body wash EVER! It smells so good. If you are a fan of EOS lotions you’d love this addition to your collection."
Aprelm Electric Foot Callus Remover
Smooth and soften your feet with an electric callus remover that effortlessly buffs away dry, cracked skin, leaving your feet feeling fresh and rejuvenated.
Shoppers Say: "The design is very ergonomic, the handle is light, and it is very comfortable to use without causing hand fatigue. The aluminum material makes the tool very sturdy, and it scrapes away calluses very smoothly, and the effect is much better than the plastic one I used before. The hard skin and calluses on my feet have been significantly reduced after a few uses, and the skin on my feet feels softer and smoother."
Dove Body Scrub
Exfoliate and nourish your skin with a body scrub that gently removes dead skin while leaving behind a soft, hydrated feel.
Shoppers Say: "I use this stuff and it makes me feel so soft and clean! Not too harsh, but not too soft either."
Still shopping? Check out these $10 Tarte deals.
E! Illustration; Getty Images/ Sonia Chirita
How We Choose
The E! Insider Shop editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews, and use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think our readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not E!. Pricing and availability are accurate as of publish time.
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