Depending on who you ask, it’s either tragic or exciting that summer is halfway over. Either way, by the Fourth of July weekend, you’re probably feeling the heat — whether you embrace it or crank up the AC as soon as you step indoors or get in your car. Whatever your feelings towards the season, July’s best new beauty products are here to help get you through what’s left of the high temps and humidity. Yes, this month’s skin care, makeup, and hair care launches help enhance your summertime looks and/or minimize the effects of excess sweat and sun.
It all starts in the shower to rinse away excess oil and product buildup. A new foaming cleanser from Sulwhasoo will clear your pores, while Fenty’s clarifying shampoo will keep your strands squeaky clean yet hydrated. Once you’re toweled off, Drunk Elephant has a hydrating serum for instant glass skin and Dyson has just upgraded its beloved Airwrap styling tool for salon-level blowouts. Finally, low-key, heat-friendly makeup is crucial, which is where Makeup By Mario’s cream eyeshadows and Lancôme’s juicy tinted lip oil-gloss will come in handy. Bonus: Lock in your look with Saie’s blurring pressed powder.
Ahead, you’ll find all of the July 2025 beauty launches to get you through the rest of the season.
July 2025 Skin Care Launches
Best Post-Beach Day Treatment
It happens to the best of us: You’ve meticulously applied (and reapplied) sunscreen while at the beach, but get home to realize you’ve had a little too much fun in the sun. That’s why Talika created this repairing sheet mask. It soothes and replenishes skin with calming, hydrating centella asiatica, allantoin, and hyaluronic acid.
Best New Firming Mask
If sagging is a major skin care concern, add La Mer’s newest mask into your routine. Along with the brand’s signature Miracle Broth, it also contains marine elasticity algae and Restructuring Ferment to target visible lines, wrinkles, sagging, and lost density.
Best New Self-Tanner
Still waiting for your summer glow to hit mid-season? Sothys’ self-tanner can help you out. The formula combines antioxidant-rich French apricot extract with DHA and erythrulose to impart a buildable radiance on your skin. Bonus: You can use it from head to toe.
Best New Lip Treatment
While this lip treatment provides instant gratification because it instantly makes them feel soft and smooth, active ingredients phyto-collagen, natural peptides, and moisturizing butters repair skin over time. The cooling ceramic applicator adds a touch of self care.
Best New Brightening Serum
A true multitasker, this serum works to minimize stubborn pigmentation such as age spots and post-inflammatory hyperpigmentation as well as boosts overall radiance. The secret is a cocktail of brightening ingredients such as encapsulated kojic acid complex, tranexamic acid, aiacinamide, azelaic acid derivative, and licorice extract.
Best New Hydrating Serum
Achieving glass skin isn’t complicated — it’s all about proper hydration. Conveniently, that’s the goal of Drunk Elephant’s newest serum. The formula is packed with four types of hyaluronic acid, fermented amino acids, and dipalmitoyl hydroxyprolineand for instant and long-lasting dewiness, plus calming and firming benefits.
Best New Face Mist
Harnessing the power of the soothing, hydrating red camellia extract, Chanel’s mist allows you to get all the benefits of a skin serum on the go.
Best New Eye Cream
Together, harungana and red jania extracts mimic the effects of retinol to lift, smooth, and plump the eye area. While the plant-based formula provides some instant gratification, the ingredients also work overtime to improve visible signs of aging. Bonus: the bottle is refillable as part of Clarin’s wider efforts to reduce its environmental impact.
Best New Cleanser
It’s an unlikely reference for a K-beauty brand, but Sulwhasoo’s decadent new cleanser was inspired by the layers of the French mille-feuille pastry. The brand’s HydroLeo Technology locks the formula’s nourishing oils in between layers of water to create a satisfying foam that’s gentle yet effective at cleansing the skin.
July 2025 Makeup Launches
Best New Mascara
Fake the look of extensions with Kosas’ lengthening mascara. On top of providing a clump-free finish, it’s also infused with a peptide serum to help promote lash growth and retention.
Best New Concealer
Makeup minimalists will appreciate L’Oréal Paris’ latest complexion product. The hybrid formula combines foundation and concealer for an even, flawless base. Better yet, you won’t have to worry about caking or oxidization. The brand promises up to 48 hours of wear.
Best New Tinted Lip Balm
Thanks to a pH-reactive formula, Valentino’s balm adds a unique-to-you tint on the lips plus leaves them soft, smooth, and radiant.
*Best New Foundation
Inspired by the brand’s cult-favorite blurring primer, this medium coverage foundation has a smooth, airbrushed finish. It comes in 40 shades so finding your perfect match is a breeze.
Best New Eyeshadow Palette
Available in six colorways with four different finishes, the shades in Hourglass’ eyeshadow palettes have been artfully curated so you can easily wear them alone or mix and match them for a custom look.
Best New Pressed Powder
Finally, a setting powder that blurs and brightens instead of getting cakey and settling into fine lines and uneven texture. Bonus: It’s travel-friendly and won’t get everywhere if you need a little powder touch-up on the go.
Best New Lip Gloss
Fans of Lancôme’s cult-favorite Juicy Tubes lip gloss, rejoice! This new addition to the brand’s lip product lineup is a hydrating lip oil-gloss hybrid that leaves a sheer wash of dewy color.
Best New Cream Eyeshadow
Crease- and sweat-proof, these easily-to-apply cream shadows can be worn alone or layered under powders. Even better, the entire neutral range correspond’s to the brand’s cult-favorite Master Mattes eyeshadow palettes.
Best New Lip Liner
Most lip liners have a matte finish out of practicality to prevent feathering and fading. However, if you’re after a full-on glossy lip, these MAC liners will quickly become a makeup essential. They’re shiny, glide on smooth, and help volumize for fuller-looking lips.
July 2025 Hair Care Launches
Best Styling Tool
This upgraded version of the fan-favorite Dyson Airwrap has two times the air pressure and 30% faster drying time than the original. The attachments also got a makeover, too. The anti-snag loop brush has updated bristles for better control and the new AirSmooth straightens and smooths strands, complete with auto-release arms.
Best New Hair Mask For Blonde Hair
Anyone with bleached hair will tell you that going blonde is a lifestyle. Since going lighter can do a number on your strands, weekly treatments are a must to maintain hair health — and the vibrancy of your color, of course. That’s where this repairing mask comes in. It works to prevent breakage and keratin (proteins that are the building block of hair) without weighing it down.
Best New Hair Serum
This hair serum feels as luxurious as its sculptural bottle looks. Infused with a proprietary blend of hyaluronic acid, squalane, and guava extract, it strengthens and smooths strands for softer, shinier styles.
Best New Clarifying Shampoo
Sweat and product buildup are no match for Fenty Hair’s latest innovation. This color-safe clarifying shampoo resets hair without stripping it of essential oils, plus helps improve split ends and reduce breakage.
Best New Volumizing Powder
Made with fine to medium hair in mind, this volume-boosting powder lifts roots to add body and movement to limp, flat strands.
This article was originally published on July 11, 2025
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