In 2025, countless new launches crossed the ELLE beauty team’s desks. We tried more moisturizers, makeup products, and hair products than we could count. With so many new launches on the market, it’s not unusual that we’ll only try a product once and be done with it. It takes a really good product to actually cement a place in our permanent beauty routines.
After spending 12 months swatching, applying, and judging, we’ve put together our list of the best launches of the year. There’s a perfume that smells like it might come from another universe. There’s a blush that applies like watercolor paint. And one editor found exfoliating pads that made breakouts obsolete this year. Keep reading to learn more about the products that we’ve deemed the best launches of 2025.
Kathleen Hou, Beauty Director
Dior Backstage Rosy Glow Blush Stick
“I was very skeptical of purple blush. Then Peter Philips, creative and image director of Christian Dior Makeup, informed me that this was not purple, but lilac, and that it works as a highlighter and a blush. He was obviously right. With its pink and silvery undertones, the lilac has an illuminating quality. I add it as the last step in my blush routine (because thank you, 2025, I have one now), and it makes my cheeks look extra bouncy and lively.”—Kathleen Hou, beauty director
Westman-Atelier Baby Cheeks + Face Trace Sculpting Powder Duo
“My bathroom light was broken for a week, and I did my makeup accordingly, applying my blush like I was in the semidark. Surprisingly, this worked to my advantage because for days, people kept telling me how amazing I looked. While others may have blush blindness, I seemed to have blush nearsightedness, but no longer! What I considered to be an overdose of blush, they described as ‘snatched’ and ‘so pretty.’ My bathroom light is now fixed, but I continue to apply this blush generously. It blends without becoming patchy or cakey, and makes my cheeks look downright cherubic instead of blotchy. A tiny bit near my undereyes even diffuses some of the darkness.”—KH
Dyson Omega Hydrating Hair Oil
“I have never been that convinced that my hair routine needed an oil, but this one from Dyson doesn’t feel like one. We all know you can’t mix oil and water, but this feels like a combo of the two. It doesn’t contain any silicones, but has a fermented oil complex that includes corn, macadamia, and a mix of omegas derived from sunflowers from Dyson’s own farms. I use it to smooth down dry ends, add shine, and nourish my hair when it feels particularly brittle.”—KH
“Bring back the whimsical beauty products! Better than a lip balm in a humdrum tube is this lip tint in ring form. It’s cute, but also gives my lips a very pretty, sheer red wash of color. Since it’s a limited edition (a 2001 reissue), I dread the day that it will be gone from the Anna Sui website.”—KH
Liis In This World Eau de Parfum
“Like the rest of the world, I too have read the fairy romantasy books and this perfume fits right into their universe. This scent feels airy, pretty, and celestial, with its mix of citrus and woody notes. It smells like an orange grove near the ocean in the sunlight. Unlike other perfumes which can smell heavy and cloying, this feels transparent and sun-dappled.”—KH
Sara Austin, Executive Editor
LolaVie Glossing Detangler
“I don’t usually share hair products with my 14-year-old daughter, but leave it to Jennifer Aniston to bring the generations together. LolaVie’s Glossing Detangler is the rare multitasking product that improves on single-use versions. It adds vitality to hair without weighing it down like greasy shine sprays or leave-ins, detangles my high schooler’s Rapunzel-esque locks for up to 48 hours, and protects both our hair from the near-daily use of hot tools. The only problem it hasn’t solved is whose bathroom it should live in.”—Sara Austin, executive editor
Hanyul Artemisia Soothing Gel Cream Moisturizer
“I use a heavier cream at night, but I’m a convert to water-based moisturizers for my morning routine. Gel creams feel like a splash of water to wake you up, and they absorb quickly, so you can move on to your makeup and still make it to work on time. This botanical-powered gel formula from the K-beauty brand Hanyul, which debuted in the U.S. at Sephora this year, has an especially light, clean, and refreshing texture and scent. I also noticed a marked calming effect on my sensitive skin.”—SA
Estée Lauder Re-Nutriv Ultimate Diamond Age Reversal Treatment Lotion Toner
“‘Lotion toner’ sounds like an oxymoron, but in truth, it’s one of the more innovative products I tried this year. Designed to prepare your skin for serums and moisturizers, this elixir has immediate youthifying effects—plumping skin, evening out tone, hydrating without any gloopiness, and generally feeling like a spa day in a bottle. I’m on record as a fan of the luxurious Re-Nutriv line from Estée Lauder, but this might be my favorite entry yet. It’s a game changer for mature skin.”—SA
Guerlain Shalimar L’Essence Eau de Parfum Intense with Vanilla
“I’ve long kept a bottle of Shalimar on my vanity as a tribute to my elegant mom: She wore it every day starting in high school, an ideal accompaniment to the New Look-style cinched waists and circle skirts that, incredibly, she rocked as a teenager in English class. But this was the year I actually started wearing the perfume myself. In celebration of the 100th anniversary of the classic amber fragrance, Guerlain introduced Shalimar L’Essence, a slightly darker, more intense spin on the original. The throw on this scent is honestly incredible—I’ve gotten regular compliments from strangers. This Shalimar is for the daughters.”—SA
Alexis Bennett-Parker, Commerce Content Lead
Rhode Peptide Eye Prep Depuffing Eye Patches
“I love that I can wear these while cooking breakfast, getting dressed, and tidying up without worrying about them slipping. Once on, they stay firmly in place and leave my eyes looking noticeably more awake, thanks to a combination of depuffing caffeine and brightening peptides.”—Alexis Bennett-Parker, commerce content lead
Omi Hair Growth Peptides Gummies
“Healthier hair has been a major priority for me this year, so I’ve been focusing on nourishing each strand from the inside out. These gummies are formulated with peptides, which support and strengthen the hair, making them an easy daily add-on to my routine.”—ABP
Dyson Supersonic R Hair Dryer
“To minimize heat damage on my natural curls, I swapped my old Dyson for the new Supersonic R. The airflow feels more controlled and evenly distributed, which helps protect each section of hair from harsh concentrated heat while still cutting down on drying time.”—ABP
Katie Berohn, Beauty Editor
Sophia Pavitt Face Omega Rich Moisturizer
Now 64% Off
“I have dry skin, but I still get occasional hormonal or stress breakouts, so I don’t love using a really heavy moisturizer. This formula is packed with omega-3, omega-6, and squalane, which work to support the skin barrier without clogging pores. This moisturizer has curbed the amount of breakouts I’ve had this year while helping my skin stay supple and hydrated.”—Katie Berohn, beauty editor
Victoria Beckham Beauty Colour Wash Blush Water Tint
“I admit that I have a tendency to use blush a little too liberally—I want to look like I just came inside from making snow angels at all times. That being said, I still want my blush to look natural, a.k.a. no streaky lines or cakey finishes. This is the most natural-looking one that I have ever tried, second only to actually getting embarrassed because you said something wrong in a meeting. It looks like a natural flush and blends into skin so seamlessly you can’t even tell it’s there. It’s like a lip stain for your cheeks.”—KB
Carolina Herrera Cedar Chic Eau de Parfum
“I love the scent of cedar. It conjures the feeling of a luxurious sauna, immediately putting me at ease. This fragrance is an exceptionally good interpretation of it. It opens on a bright note with aldehydes and citrus, and mellows out into a woodsy and musky scent once it settles into your skin. It truly is the fragrance equivalent of a crisp white button-down, and I’ve been wearing it on repeat this year.”—KB
Merit Solo Shadow Cream Eyeshadow
“These shadows turn your eyelids into glittering jewels. It takes a lot for me to wax poetic over an eye shadow, since I am decidedly not an eye shadow person at this point in my life—but Merit’s Solo Shadow Sheens inspired me to do just that this year. The creamy, self-setting formula looks fantastic even when applied with a finger rather than a brush, and lasts for hours. For the first time in a long time, I actually like wearing eye shadow again.”—KB
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Biologique Recherche Crème Contour Yeux et Lèvres Biofixine
“As someone who has been plagued with dark circles since I was a teenager (I am a troubled sleeper), eye creams have been a nonnegotiable part of my beauty routine for a long time. Though I use them, I’m rarely wowed by one. I’m usually wondering why I didn’t just use my moisturizer under my eyes. But this one has truly convinced me of the power of a good eye cream. It has a cooling tip applicator and is packed with antioxidants. Every time I use it, I genuinely look more awake—like I got eight hours of sleep instead of, err, six.”—KB
Femmue Flower Infusion Hand Wash in Rose & Jasmine
“I love a fancy hand wash, sue me! So many hand soaps have earthy or woodsy scents, and don’t get me wrong, I love those too. But I like that this one is sunny and floral. It gives me a nice moment of pure bliss while I’m washing my hands, like I just escaped the December cold for a blooming flower garden.”—KB
Nerisha Penrose, Beauty Commerce Editor
Summer Fridays Gentle Reset Daily Exfoliating Pads
“Before these pads entered my routine, I expected horrible weekly breakouts and stubborn dark spots that would take forever to fade. To my surprise, since using them daily, the breakouts haven’t lasted as long—and neither has the post-inflammatory hyperpigmentation. My skin feels smoother, looks brighter, and my pores even seem more refined. This was the last, missing acne-fighting product I needed to finally build an effective skin care army.”—Nerisha Penrose, beauty commerce editor
Bottega Veneta Almost Dawn Eau de Parfum
“When I first smelled Bottega Veneta’s perfume collection, I was moved by its transporting, Venice-inspired scents. For a brighter day fragrance, I fell in love with Acqua Sale. When the brand launched its new midnight iterations, Almost Dawn became my favorite. Almost Dawn opens with vanilla and swirls it into woody notes, yet pulls more earthy on my skin as it settles. It’s been my fall-to-winter scent layering base, but it also shines beautifully when worn on its own.”—NP
Pat McGrath Labs Legendary Longwear Lip Liner
“I tend to use eyeliners on my lips because they last longer. But then I swatched Pat McGrath’s lip liners on my hands, washed them, applied lotion, and still saw the streaks after a few hours. I now use this lip liner regularly, and it remains sharp even after layers of lip gloss, sips of matcha lattes, and long dinner conversations. Should I have expected anything less than perfection from Mother? No.”—NP
Emma Aerin Becker, Associate E-commerce Writer
Summer Fridays Jet Lag Eye Patches
“I’ve never met an eye patch I didn’t like; however, I’ve also never tried an eye patch that works quite as well as this one. These visibly hydrate, depuff, and brighten my under eyes after just 15 minutes of wear. They feel incredibly refreshing first thing in the morning (especially if you store them in the fridge), and never slip and slide around my face despite being doused in serum. I savor every last packet for special occasions and emergency moments.”—Emma Aerin Becker, associate e-commerce writer
“I’ve been a loyal Dyson Airwrap user since 2020, but I recently upgraded to the 2025 Co-anda 2x version and was left speechless at the results. With just one device, I can create dozens of pin-straight styles, high-volume curls, and classic bouncy blowouts. Plus, the innovative Co-anda 2x technology wraps and styles with air instead of heat to minimize damage as much as possible. My favorite part about this launch? It cut my drying and styling time in half.”—EAB
Chris McMillan The Smooth and Tame Hair Wand
“Growing up as a competitive dancer, I mastered the art of a perfectly slicked-back hairstyle—gels, hairspray, bobby pins, boar bristles, you name it. In 2025, the launch of the Chris McMillan Smooth and Tame Hair Wand effectively replaced every slick-back tool in my arsenal. The little mascara-like product holds down flyaways, frizz, baby hairs, and edges for hours, all without any greasy residue or flaking. Formulated with pine cone extract and mushroom extract, it also helps seal hair cuticles and protect against heat damage. Its small size makes it great for on-the-go touch-ups too.”—EAB
Kosas Revealer Extra Bright Color Corrector
“2025 marks the year I started noticing dark circles under my eyes every morning. Fortunately, it’s also the year Kosas launched a product that covers them up like magic. This is a serum-powered color corrector that delivers a full-coverage brightening pigment and a depuffing sensation. I use the shade Magic under my concealer and watch as any discoloration disappears in seconds. The lightweight formula blends out beautifully and lasts all day without any creasing or cakiness.”—EAB
Tasha Nicole Smith, Beauty Assistant
Fenty Beauty Butta Drop Whipped Oil Body Cream in Vanilla Dream
“I’ve raved about this body butter more times than I can count and will continue to do so, especially when the new fragrances are this good. With the same velvety butter-to-oil formula that made this collection a hit, the latest Vanilla Dream scent has quickly become my favorite. With notes of vanilla, coconut, and pink sugar, this cozy-sweet fragrance satisfies my gourmand-y cravings and layers perfectly with my perfumes. Trying to choose between the Butta Drop fragrances is, I assume, like trying to choose a favorite child, but this one comes out on top for 2025.”—Tasha Nicole Smith, beauty assistant
Topicals Clearly Acne Clarifying and Calming Mist
“This year, I experienced one of the worst breakouts I’ve ever had in my life. At the time, nothing seemed to be working. When I saw this spray, I figured that it couldn’t hurt to try it out: At the very least, it’s a refreshing mist, and at its best, it’s an elixir to smooth the skin and combat stubborn spots. Within a week and a half, I noticed my breakout beginning to fade, and before I knew it, the stubborn patch on my cheek was completely gone. It’s been a part of my everyday routine ever since.”—TNS
Brown Girl Jane High Tea Eau de Parfum
“We spend a good chunk of our days in the office smelling perfumes—so much so that the smells can all start to blend together. So when something stands out from the cloud of fragrance, I know it must be special. This one grabbed me as soon as the scent hit my nose. Notes of madeleine, pink chai, and biscotti create an intoxicating, warm floral scent, which is right up my alley. It has become one of the fragrances I reach for the most and also one of my most complimented.”—TNS
“This year marked some big changes with my hair. From a disastrous protective style that caused some major breakage, to finally chopping it off and getting a pixie cut, my hair has honestly defined my year. But even through shifting stages, detangling has always been paramount, and this spray made combing through my curls super easy. Slippery elm and honey are key ingredients to help melt away knots and tangles for easy brushing, while ceramides and the brand’s PhytoFerment, a blend of fermented herbal extracts like goldenrod, tea tree, and rosemary, help to strengthen the hair and prevent breakage. After years of using heavy creams to detangle, I was skeptical about what something this lightweight could really do for my coils. My doubts were quickly put to rest as I was able to detangle my full head of hair in just 15 minutes, a task that usually takes anywhere from 30 minutes to an hour.”—TNS
Laura Tarafa, Commerce Writer
Gisou Honey Milk 5-in-1 Styling Cream 5.1oz/150ml
“I have wavy hair that seems to have a mind of its own, and I typically struggle to find creams that actually tame frizz and flyaways without feeling heavy or sticky. I recently came across Gisou’s honey hair care range, and have since been obsessed with the entire collection. If you’re only going to try one thing from it, make it this. The scent is divine, and it leaves my hair feeling softer and silkier than ever. I smooth it on after mousse, then diffuse, and the result is frizz-free waves that look just as good the next day.”—Laura Tarafa, commerce writer
“Saie’s Dew Blushes are my go-to for those days when I want a barely-there, glowy makeup look, so I had to snag the newest shade: Cherie. While the color might look bold in the tube, it blends out effortlessly and offers buildable coverage that works beautifully on all skin tones. It gives me the perfect natural flush, and I love pairing it with a clear lip gloss and mascara for an easy 15-minute routine that instantly makes me look dewy and refreshed.”—LT
Kilian Paris Angels’ Share On the Rocks Eau de Parfum
“As a longtime fan of the original Angels’ Share, I was all ears when I heard about the launch of On the Rocks, a zestier, fresher twist on the iconic fragrance. It still carries those delicious cognac and warm cinnamon notes, but with a brighter edge that makes it perfect for those in-between seasons—like when I’m craving a lighter, more citrus-forward take on the deeply spicy, woodsy scent I love in winter.”—LT
