[14 Best New Beauty Products Actually Worth Trying, According to Vogue’s Beauty Editor]

^{In the world of cosmetics, there’s always a handful of new beauty products to unearth. With reformulated classics, just-discovered ingredients, and high-tech tools released each month, understanding what to stock your vanity with can feel confusing. To help inform your buy, here we take a look at the new beauty arrivals worth knowing—and shopping.}

February’s launches have a playfulness to them that I’m really appreciating right now. Between the frigid temperatures and the unnerving news cycle, cosmetics provide some welcome respite to cure the mid-winter blues—and help carry us into the onset of spring.

It feels like a bit of a editor cliché, but there really is something new and exciting for every beauty lover. K-beauty fans will be especially interested in debuts by Glow Recipe and Laneige. The former has introduced a tinted cheek serum (essentially a blush) that I’d liken to a tinted moisturizer; while the latter is taking social media by storm with a tinted lip treatment that smells great and has a fun donut applicator. And of course, we can’t talk about lips without mentioning Hailey Bieber’s latest Lip Shape—a contour, not a liner, to be clear. Two innovators in skincare are offering promising firming, brightening, and anti-aging solutions—Augustinus Bader and Medik8. And the fragrance world continues to evolve as interest in the category continues to rise (our metrics show perfume and cologne searches to be up upwards of 20%). Some fragrances houses are hitting milestones—it’s the 15th anniversary of Frédéric Malle’s Portrait of a Lady—while contemporary labels are testing out new formats—Noyz has launched a solid perfume worth trying. All of these and more of the best new beauty products to know about in 2025 so far.

Vogue’s Favorite New Beauty Products

The Peptide Serum: Medik8 Liquid Peptides Advanced Face Serum

• Why We Love It: Peptide serums have skyrocketed in relevancy in recent years because they are notably gentle on skin, but deliver great results regarding smoothness and plumpness. Medik8’s Liquid Peptides is a leader in the category—but what happens when you take its results to the next level? Ready to disrupt is the Liquid Peptides Advanced. The brand has developed mini proteins that better penetrate the skin for faster, more effective results. Specifically, founding partner, chief product officer, and lead cosmetic chemist Daniel Isaacs tells Vogue that the Advanced Serum features an expression line mini protein (a parallel to botox-in-a-bottle skincare) and a collagen-boosting mini protein (that works on a deeper level to rebuild the structure within the skin) that come together to relax expression lines in 10 minutes and smooth deep wrinkles in eight weeks.
• Key Ingredients: Expression Line MiniProtein™, Growth Factor MiniProtein™, 30% Multi-Peptide Complex, 13 Age-Defying Peptides
• Best For: Smoothing expression lines and wrinkles

The Lip Contour: Rhode Peptide Lip Shape

• Why We Love It: The makeup product that has all the beauty girls talking at the moment is the Rhode Peptide Lip Shape—a product fans have been eagerly awaiting since Hailey Bieber began teasing it in her TikTok GRWMs and Instagram dumps. Fortunately, the product did not disappoint. More of a lip contour than liner, as Bieber emphasizes, this adds dimension and depth to the lips in an array of natural, flesh-toned neutrals, mauves, and browns suited for every skin tone.
• Key Ingredients: Peptide, fenugreek extract
• Best For: Lip definition

The Lip Tint: Laneige Glaze Craze Tinted Lip Serum

• Why We Love It: Laneige fans to the front! A new lip product has entered the chat. While many people gravitate towards the brand’s beloved Lip Sleeping Mask, I’m much more partial to its Lip Glowy Balm—an emollient, shea butter-infused hydrator that not only alleviates dryness but drenches lips in a glossy shine. Well, the Glaze Craze serum is like a tinted version of that. Here, there are four modern, great-for-everyday shades with scents that resemble their name (Cinnamon Sugar, Peach Glaze, Sugar Glaze, and Chocolate Frosting, if you’re curious)—each packed with 95% skin-care ingredients like peptides, ceramides, and PGA to plump, soften, and moisturize.
• Key Ingredients: Polypeptide, argan ceramides, polyglutamic acid
• Best For: Lip tinting, hydration

The Bronzing Drops: Westman Atelier Sun Tone Bronzing Drops

• Why We Love It: Each new Westman Atelier launch reinforces Gucci Westman’s mastery. Her traditional skincare products, and even makeup collection, are all crafted to create a youthful radiance on the wearer without overcomplicating application or sacrificing on efficacy. Same goes for her latest launch: Sun Tone Bronzing Drops. “I was always layering and layering different products to create that perfect sun-kissed, Jennifer Aniston skin,” Gucci Westman said in a press release. “This is a one-and-done, super blendable formula—the tones create the most beautiful, ultra-real authentic bronze.” Take your pick of four warm shades; then, choose your wear—on its own for all-over radiance; beneath, say, a skin tint, or, along the cheekbones and forehead for a more targeted bronze.
• Key Ingredients: Prebiotic Moisturizing Complex, amino acids, carrot oil, Hydra Nourish Blend
• Best For: Bronzing, warming up the skin

The Eyeshadow Stick: Ilia Eye Stylus Shadow Stick

• Why We Love It: Ilia is championing an eyeshadow stick renaissance with the revamp of its Eye Stylus Shadow Stick. Originally launched in 2023, Ilia went back to the drawing board; now, releasing 20 waterproof, sweat-proof, and crease-resistant shades across matte and shimmer finishes. The color goes on easily with a few swipes of the angled tip—perfect for depositing pigment to tighter corners of the lid. Though the formula offers time for blending to your liking, this offers impressive staying powder—staying in place for up to 12 hours.
• Key Ingredients: Upcycled grape extract
• Best For: Easy eyeshadow

The Mirror Compact: Merit x Completedworks The Compact

• Why We Love It: I’m sensing renewed interest in the humble compact mirror; and apparently, Merit and Completedworks are, too. The pair recently debuted a sleek compact designed to fit in the palm of your hand—just like the cosmetics brand’s Retrospect eau de parfum. Designed in London, this collectible silver objet features fluid lines and folded, fortune cookie-like forms inspired by its ongoing jewelry collaboration. While you can buy the mirror on its own; you’ll also get it as a gift with purchase on orders over $125 at meritbeauty.com to sweeten the deal.
• Best For: Touchups on the go, storing in your travel makeup bag

The Blush Tint: Glow Recipe Watermelon Glow Niacinamide Dewy Flush

• Why We Love It: You can always tell who is hip to Korean skincare by their glow—a characteristic Glow Recipe has perfected in recent years. In its lineup you’ll find a host of nourishing, reparative, and great-smelling illuminators. Aside from its cult-favorite Glow Drops, the brand had yet to expand into color cosmetics—that is, until now with the launch of Dewy Flush. Glow Recipe dubs it a “tinted cheek serum” and that’s honestly the perfect way to describe it. More skincare than anything, it imparts a natural flush of color—in two natural-looking shades—while ingredients like niacinamide, jojoba oil coated pigments, watermelon extract, and centella asiatica calm, hydrate, and improve skin’s tone and texture wherever you place it. I liken it to blush’s version of a tinted moisturizer, if you catch my drift.
• Key Ingredients: 3% niacinamide, jojoba oil coated pigments, watermelon extract, centella asiatica
• Best For: Natural-looking blush

The Sheet Mask: Augustinus Bader The Hydrogel Face Mask

• Why We Love It: Augustinus Bader has officially entered the sheet mask game. To lock in hydration, foremost, but to improve skin’s firmness and glow, this is the kind of treatment you want to do to mimic your favorite facial. Just one 20- minute session with this leaves skin brighter and bouncier. The hydrogel mask does so with Bader’s beloved TFC8 complex plus copper peptides, hyaluronic acid, niacinamide, and allantoin for reparative benefits suited to all skin types.
• Key Ingredients: TFC8, copper peptide, acetylated hyaluronic acid, allantoin, niacinamide
• Best For: Hydration, brightening, smoothing fine lines, calming redness and irritation

The Couture Parfums: Valentino Beauty Anatomy of Dreams

• Why We Love It: From Valentino Beauty’s Haute Couture fragrance collection comes Anatomy of Dreams, a troupe of seven parfums inspired by Rome. Each scent takes you on a various Italian sensory journeys—housed in a light glass bottle with Valentino’s studded cap. Our favorite standouts of the collection include Sogno in Rosso, a spicy amber scent, Private Talk, a white floral deepened by cappuccino accord, and Notto D’Oro, a woody fruity aroma of grapefruit and orange oils opposing patchouli oil and sandalwood.
• Best For: Italian-inspired fragrances

The Fragrance Stick: Noyz Solid Fragrance

• Why We Love It: Perfumes gone solid? That’s Noyz’s philosophy du jour with the debut of its solid fragrance line—for an alcohol-free perfume solution you can take along with you. Housed in sleek white tubes (with an incredibly satisfying magnetic-like closure might I add) are five different fragrances whipped into a silky balm that glides right onto the skin—leaving a subtle, buildable scent. 12:00, a warm, sweet gourmand, is a crowd favorite, while Lost+Found is excellent for the woody citrus lover. Apply to the wrists, temples, and chest when you want a pick-me-up—on its own, or layered with any other perfume you might be wearing.
• Best For: Subtle fragrance, perfume on-the-go

The Rose Perfume: Frédéric Malle Portrait of a Lady Eau de Parfum Anniversary Edition

• Why We Love It: Frédéric Malle’s Portrait of a Lady has built quite the reputation amongst fragrance connoisseurs. First introduced in 2010, Malle and perfumer Dominique Ropion sought to reinterpret the rose. The delicateness of the rose is juxtaposed by lively blackcurrant and raspberry, plus richer, denser patchouli, frankincense, and amber. It’s unusually elegant, “a paradox in every drop,” as the brand describes it—an easy contender for one of the best perfumes of all time thanks to its broad (and instant) consumer appeal. For 2025, Frédéric Malle introduces a limited-edition bottle in its signature color—a bold red lacquer—to fête its 15th anniversary.
• Key Ingredients: Turkish rose, patchouli, sandalwood, frankincense, blackcurrant, raspberry
• Best For: A classic perfume in a collectible bottle

The Natural Deodorant: Nécessaire The Deodorant

• Why We Love It: Any natural deodorant enthusiast should eagerly consider Nécessaire’s latest launch. While the O.G. formula combines 5% AHAs, niacinamide, and chamomille extract into a serum-gel to control odor and improve armpit texture and tone, this version is a solid stick enriched with mandelic acid, vitamin B3, and vitamin B5 for 72-hour odor protection. So what’s your pick: serum or solid?
• Key Ingredients: Mandelic acid, vitamin B3, and vitamin B5
• Best For:

The Blurred Blush: Addiction Tokyo The Liquid Blush Foggy

• Why We Love It: Backstage at Diotima’s fall-winter 2025 presentation, makeup artist Kanako Takase walked me through the “rage, rebellious, and confident” look she crafted for the show—where Addiction Tokyo’s foggy liquid blush took center stage. I’ve heard of various blush treatments and finishes, but foggy was new. I was instantly intrigued. “When you blend it, it goes soft matte and foggy,” she told me, drying down with a sheerness, diffused quality that offers a hint of the color—and there are eight hues to choose from. Takase’s biggest tip? Blend with a fluffy brush.
• Key Ingredients: Peptides, niacinamide, jojoba seed oil, squalane
• Best For: Soft focus blush

The Eyeshadow Palette: Victoria Beckham Beauty Eye Wardrobe

• Why We Love It: I’d argue that eyes is the hidden gem of Victoria Beckham Beauty’s makeup collection. Think: kajal liners, creamy eyeshadow sticks, and those adorable shimmer shadow pots. Fortunately, the brand pairs the best of all of these in its new Eye Wardrobe—a quartet of buttery shadows designed to be used together or individually. Take your pick of four compact hues—from Victoria which offers a selection of browns and neutrals to Navy Noir which is excellent for anyone in the mood for blues. Did we mention these palettes are refillable?
• Key Ingredients: Naturally-derived powders,
• Best For: Eyeshadow

Want to learn about more new beauty products? Read last month’s picks below.

The Facial Massage: Chanel N°1 de Chanel Massage Accessory

• Why We Love It: Dare I say this is the chicest gua sha I’ve ever seen? Or rather, massage accessory, as Chanel calls it. The first tool from the N°1 de Chanel, this tool is designed to boost the efficacy of the serums and moisturizers of the same collection. Crafted from more than 85% bio-based materials, this easily glides along all parts of the face. The notched edge addresses enlarged pores on the nose and cheeks, while the V-shaped end is excellent for sculpting a chiseled jawline. Use it at least once per week for best results.
• Specs: Made with more than 85% bio-based materials, including camellia seed shells and wood by-products
• Best For: Boosting circulation, depuffing, improving lymphatic drainage, sculpting

The Moisturizer for Sensitive Skin: Ilia Barrier Build Skin Protectant Cream

• Why We Love It: It’s harder than you’d imagine to find a good, reliable, sensitive-skin friendly moisturizer that delivers ample hydration without exacerbating skin issues and achieving a natural glow. But Ilia, of course, has hit the nail on the head with the launch of its Barrier Build Skin Protectant Cream. Clean, cruelty-free, and with the National Eczema Association’s Seal of Acceptance, this is designed to stregnthen the skin barrier, alleviate redness, and calm skin sensitivities via a blend of nourishing agents like colloidal oatmeal and ceramides—perfect to combat harsh winter air.
• Key Ingredients: Colloidal oatmeal, ceramide complexion, algae hydragel, bioavailable calcium
• Best For: Hydration, skin prep before makeup, normal-to-dry skin types

The Blush Bounty: Merit Les Bonbons Set

• Why We Love It: Merit’s Flush Balm has been one of Vogue’s favorite blushes since its 2021 launch. Creamy, satin-finished, blendable, and housed in a convenient, cutesy tube, this is excellent for adding a burst of natural-looking color to the cheeks, lids, and lips. Its buildable, modern shades are an added benefit—suited for any minimalist or mature makeup regimen. And now, the brand has introduced five new shades: Le Bonbon, Lusitano, Postmodern, Bespoke, and Archival—plus the return of the shade Terracotta to round out its collection. Shop them individually or try them all in the new Les Bonbons Set, perfect for any beauty afficiando—yourself or someone on your Valentine’s Day gift list.
• Key Ingredients: Vitamin E
• Best For: Blush

The Lip Treatment: Nécessaire The Lip Balm

• Why We Love It: Nécessaire is really good at conceiving simple, results-driven body-care products that are easy to integrate into any routine. It brings this philosophy to its newest launch, The Lip Balm, which provides instant relief for dry, chapped lips. The formula finds rejuvenating benefits via a five-ceramide blend, niacinamide, hyaluronic acid, plus omegas 6 and 9. The finish is slip and subtly glossy, but not sticky—great for daily wear.
• Key Ingredients: Ceramides (AG, AP, EOP, NG, NP), niacinamide, hyaluronic acid, omega-6, omega-9, centella asiatic extract, pure essential mint oil
• Best For: Lip repair and hydration

The Beauty Tool: NuFace FIX MicroWand Kit

• Why We Love It: The NuFace is one of those tools whose name speaks for itself—nowadays synonymous with sculpting and lifting treatments that harness microcurrent technology for seamless at-home use. Off the heels of the long-held success of its acclaimed Trinity+ and Mini+ devices, which offer powerful treatments to the larger areas of the face, NuFace is now introducing its FIX MicroWand—a specialized device for those smaller areas in need of a little zhuzhing. FDA-cleared and clinically-tested, this delivers gentle and precise microcurrents to depuff the undereye area, plum the lips, and smooth fine lines in a quick three minutes.
• Specs: FDA-cleared, clinically-tested, three treatment modes
• Best For: Depuffing, plumping, reducing the appearance of fine lines

The Styling Cream: Rōz Evergreen Styling Cream

• Why We Love It: From taming flyaways to expertly tousling your bob or sweeping your hair into a slick-back bun, you want a product that smooths and sculpts sans crunchy, flaky residue. Enter: the Rōz Evergreen Styling Cream. Here, celebrity hairstylist Mara Roszak combines shea butter, carnauba wax, and hydrolyzed vegetable proteins into a non-greasy cream suited to address damage and dryness while styling to perfection. Not to mention, it boasts a fresh and woody scent featuring notes of vetiver, bergamot, and fig that adds a delightful touch to your haircare routine. Basically, it’s the multipurpose hair savior of dreams.
• Key Ingredients: Shea butter, carnauba wax, hydrolyzed vegetable proteins
• Best For: Smoothing, light hold

The Sculpting Moisturizer: Refy Face Sculpt

• Why We Love It: Refy co-founder Jess Hunt is known for her sculpted visage—a point bolstered by her brand’s buzzy Glow and Sculpt Primer (a brightening serum with a rolling applicator designed to reduce puffiness and improve facial contour). Hunt takes it a step further with the brand’s latest launch—Face Sculpt, a sculpting moisturizer packed with Refy’s Inst’tight complex that’s rich in peptides and botanicals, glycerin, and mushroom extract to hydrate, firm, and reduce redness. This, plus a foaming cleanser mark the brand’s entrance into skincare.
• Key Ingredients: Inst’tight Complex, glycerin, vitamin B5, mushroom extract
• Best For: Hydration, facial sculpting, depuffing

The Dry Shampoo Reimagined: Briogeo Dry Shampoo Puff

• Why We Love It: We all know dry shampoo as the best way to keep hair fresh between washes. But if a traditional spray isn’t your speed, give Briogeo’s Dry Shampoo Puff a try. Designed for on-the-go application, this dispenses a blend of oil-absorbing starches, biotin, and copper peptides directly to the scalp via a soft puff. All you have to do is pat the roots a few times and allow the powder to mattify oily areas. Most people will gravitate towards towards the translucent version, whereas those with black or dark hair colors will appreciate the tinted shade that founder Nancy Twine tells me serves as an excellent root touch-up.
• Key Ingredients: Oil-absorbing starches, biotin, copper peptides, Energy Complex
• Best For: Oily scalps, extending time between washes

The Tinted Lip Balm: Typology T41 Replenishing Lip Balm

• Why We Love It: A tinted lip balm is one of those products you’ll buy again and again and again. You lose one, you finish a tube, or you get halfway into using it only to realize you actually don’t like the shade that much—putting you, once again, in search of a nourishing take on coloring the lips. For your next buy, allow me to introduce you to Typology’s T41. Described as “replenishing,” this packs ceramides and hyaluronic acid into a creamy, restorative balm that provides instant relief to chapped lips. There are four shades to choose from—one clear for daily wear, and three tinted, including a pastel pink, a rose-brown, and a rich purple. All of which impart a natural, subtle glossy finish that’s neither sticky nor drying.
• Key Ingredients: Ceramides, hyaluronic acid
• Best For: Lip color, nourishment

The Multitasking Serum: Shani Darden Rescue Serum With 10% Azelaic Complex

• Why We Love It: Some serums help soothe the skin while others improve the look of it, but Shani Darden’s new Rescue Serum manages to do both. The master esthetician pairs 10% azelaic acid with a hydrating blend of oat kernel, aloe, and licorice extracts to even, calm, and correct. “It targets imperfections, brightens the skin, calms redness, and deeply nourishes the skin,” she tells me over Zoom. “You can layer it with other actives; and, it pairs beautifully with retinol.” Start using it three times per week nightly—follow with moisturizer, then SPF come morning—and expect an improvement in blemishes, hyperpigmentation, and redness.
• Key Ingredients: 10% azelaic acid, oat kernel extract, aloe extract, licorice extract, hyaluronic acid
• Best For: Dark spots, hyperpigmentation, redness

The Lucky Perfume: Dior Bois Talisman Eau de Parfum

• Why We Love It: Dior’s latest is a top contender for this year’s best perfumes for women. In creating Bois Talisman, master perfumer Maison Francis Kurkdjian’s was inspired by superstitions—or, rather “harmless rituals” to ward off bad luck. He often kept a sugar cube in his pocket, while Christian Dior was known to keep a piece of wood in his for good measure. “Bois Talisman was born of the striking meeting of our two superstitions, and the sugar cube tucked away in my pocket blended with the pieces of wood that Christian Dior continually touched in his,” Kurkdjian said in a press release. “Sugar flowed towards an intense vanilla that reveals every one of its facets. A magical duo was formed, and Bois Talisman was born”—creating a creamy, dreamy, woodsy vanilla sure to charm all who experience it.
• Key Notes: Cedar, vanilla
• Best For: A sweet, warm cologne