New Cosmetics Launches to Watch in 2025

The cosmetic landscape in 2025 is brimming with innovation. From multitasking hybrids to luxe formulas and micro-technology breakthroughs, the beauty industry is evolving at a breathtaking rate. Here’s a curated look at standout new cosmetics launches redefining skincare, makeup, and fragrance this season.

Foundations, Serums & Skin Treats

Kylie Cosmetics: Natural Blur Powder Foundation
A matte, oil-absorbing powder foundation available in 30 shades. Infused with bamboo, samphira oil, and aloe, it blurs imperfections while remaining buildable and breathable.

Laura Mercier: Natural Dewy Tinted Moisturiser
This new hybrid base delivers sheer radiance with SPF 20, made of 88% naturally derived ingredients for skin that looks lit-from-within.

Saie SuperSuede Baked Powder Blush
Velvety, talc-free blush in six pigmented shades. Enriched with jojoba esters, squalane, glycerin, and ethically sourced mica and silica for a natural flush that moisturizes.

Sephora Collection: Lift & Firm Plumping Booster Serum
A gentle bakuchiol serum that improves firmness and hydration in clinical trials—offering visible results without retinol sensitivity.

Hydration Heroes & Facial Mists

The INKEY List: Ectoin Hydro‑Barrier Serum
Powered by ectoin, hyaluronic acid, and ceramides, this barrier-repairing serum delivers deep hydration while soothing the skin.

The INKEY List: Hydro‑Surge Dewy Face Mist
Lightweight and non-sticky, this mist provides up to 12 hours of moisture and refreshes skin without disturbing makeup.

Multifaceted Makeup & Eye Enhancements

Danessa Myricks Yummy Glow Skin Serum (new shade Fresh Pressed)
A light-enhancing primer-serum hybrid packed with antioxidants like kiwi, dragonfruit, fig, and turmeric-derived squalane for an inner glow.

Kosas: Revealer Extra Bright Color Corrector
A creamy, serum-like corrector for under-eye circles, with peptides, caffeine, and hyaluronic acid. Blurs and treats simultaneously.

Hourglass Phantom Volumizing Glossy Balm
Featuring vegan Red 0 pigment replacing carmine. Sheer, luminous balm with subtle pearlescent shades for soft color and shine.

Glossier: Shadow Stick
Jumbo crayon format in five grunge-inspired shades; blends easily within 30 seconds before it sets for no-fuss eyeshadow.

Burberry: Beyond Wear Setting & Refining Powder
A mattifying setting powder that blurs and filters, protected with antioxidant-rich trench protect tech, offering refined wear up to 24 hours.

YSL: Loveshine Plumping Lip Oil Gloss
Gloss meets lip care: combines ginger oil and hyaluronic acid for a plumping, juicy finish in high shine form.

Brushes, Tools & Sensory Upgrades

Morphe Brushes – Reimagined Collection
A refined reinvention of 34 eye and complexion brushes, offering supremely soft bristles and improved tactile performance.

Gucci Beauty: Le Magnétisme Mascara
A volumizing silicone brush with 247 precision bristles promising up to 90% more volume and long-lasting curl — luxe lash elevation from Gucci.

Morphe Sudden Heat Creamy Bronzer Stick
Hot off the launch pad—an easy-to-apply creamy bronzer stick delivering warm contouring in one flop‑proof swipe.

Skincare Science: Ingredient Innovations

Chemyunion’s Peptid4® B-Like
A biotech-derived tetrapeptide that simulates botulinum toxin-like action to smooth expression wrinkles by modulating muscle contraction.

Hidrahair® Seal SE MB
A split‑end repair active that fills and seals hair ends immediately, maintaining 83% repair after 48 hours—ideal for frizz control.

Ecoffea® Citrus
A sustainable botanical made from upcycled coffee and lemon designed for décolleté firming, collagen support, and skin texture improvement within 28 days.

Celebrity & Personality Line Extensions

Pretty Evil by Spencer Charnas
Rock‑inspired cruelty-free cosmetics blending high performance with edgy flair. Includes Devil’s ‘Do pomade, Die‑Liner eyeliner, Liquid Lipstick, and the Welcome To Horrorwood eyeshadow palette.

Rare Beauty: Rare Eau de Parfum (Selena Gomez)
Slated to launch August 7, 2025, this debut fragrance offers layers of caramel, pink pepper, pistachio, vanilla, ginger, and sandalwood with an accessible bottle design.

Elm Biosciences by Martha Stewart
Launching September 17, 2025: a serum and supplement duo utilizing biotech ingredients to support skin health at the cellular level—with dermatological backing.

Summer & Seasonal Highlights

R.e.m. Beauty: Eclipse Glow Stick
From July 2025’s shimmer-wave push: a multi-use stick that gives iridescent sheen for lips, cheeks, or eyes.

Chanel: No. 1 Serum‑in‑Mist
A hydrating mist packed with red camellia extract delivering dewy tone improvement and transformation on the go.

Other mid‑summer stars: Hourglass’s espresso-toned tubing mascara, Rare Beauty’s nourishing gloss, Murad’s Biome‑Balancing serum, and Anastasia’s HydraPrime SPF 50 moisturizer.

Why These New Cosmetics Launches Matter

These releases illustrate a seismic shift toward multifunctionality, scientific formulation, sustainability, and inclusivity—all while blending sensory appeal with purposeful performance. Whether it’s skincare hybrids, tool reinventions, or fragrance-forward pathways, each drop reflects deeper consumer expectations for beauty that works harder.

By embracing these launches, beauty enthusiasts gain access to trend‑forward formulations, skincare benefits woven into color cosmetics, and tools designed for tactile elegance. From ambient powders to peptide serum boosters and bold celebrity launches, 2025 has ushered in beauty that transcends décor—and demands attention.