Is it even possible to narrow down the best beauty launches of 2025? With an endless stream of beauty and wellness goodies arriving on the market by the day, trying everything is hardly feasible —though Vogue beauty editors come impressively close. The steady flow of packages into our New York and London beauty closets alone could create a cardboard box fort or two. Between swatching makeup, sampling fragrances, and testing hair formulas, a select few picks inevitably rise above the rest, earning permanent spots in our daily routines—oftentimes beating out some of our long-held favorites. Whether they’re buzzy makeup products, futuristic gadgets, or advanced skin-care formulations, fortunately we’d never gatekeep our favorites.
Vogue’s Favorite Beauty Launches of 2025
Therabody TheraFace mask
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Hourglass Cosmetics Unlocked Instant Extensions Mascara in Espresso
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Prada Beauty lines Durable Gliding Waterproof Eye Pencil
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So as you reflect on your Spotify Wrapped, half-formed resolutions, the biggest beauty trends, and everything the year has already delivered, consider this your invitation to scroll. Read on to discover the best beauty launches of 2025—curated with passionate (entirely subjective) perspectives by our editors. From topical treatments that revive dull complexions with one swipe to surprisingly long-lasting lip liners, there’s something for everyone.
Prada Beauty Pradalines Durable Gliding Waterproof Eye Pencil
“I love anything that gives me a smooth cat eye in the morning without too much fuss and zero transfer throughout the day, and Prada Beauty’s Pradalines Durable Gliding Eye Pencil, which launched this spring, has already earned me 9 a.m. compliments from our beauty queens. It strikes the perfect balance between an easy glide (without being so slippery that it gets everywhere) and long wear, without setting so quickly that I’m stuck with asymmetrical wings. I like the Wood shade for daytime, though I’m ordering the rest of the range to test during party hours.” —Arden Fanning Andres, beauty editor at large
Therabody TheraFace Glo-LED Mask
“I’ve tested countless LED masks this year, and while it’s no small feat to compete with my trusted Currentbody favorite, Therabody’s new Mask Glo is giving it serious competition. What’s most compelling is the breadth of clinical testing the device has undergone—104 subjects across a wide range of skin tones and types. The results showed visible improvements in fine lines, jowls, and dark spots.” —Ellie Davis, senior beauty shopping writer, British Vogue
Hourglass Cosmetics Unlocked Instant Extensions Mascara in Espresso
“The best mascara in the world now comes in brown—that’s the headline. Granted, I’m an Hourglass loyalist; if I’m too far from my Phantom Volumizing Glossy Balm, I start to sweat. The mascara, previously available only in black, holds up through long days spent staring at a screen, the occasional weary eye rub, and (believe it or not) raucous weddings. The formula is slippery-smooth, coating lashes in just one or two swipes. As a lengthening mascara, it’s easily buildable, though too many coats can invite spider-leg territory. It’s the only mascara I use, and for good reason—it’s brilliant. Next!” —Morgan Fargo, beauty & wellness editor, British Vogue
Outside—In Silk Serum Foundation
“The brainchild of Hourglass founder Carisa Janes, Outside—In is reimagining the skin-care-makeup hybrid. Of its just-debuted collection, the serum foundation is a standout. Remarkably lightweight on skin, this blends undetectably—imparting a natural, breathable finish that perfects the your-skin-but-better look with ease.” —Kiana Murden, beauty shopping editor
Zoe Daily30+
“If 2025 was the year of protein, 2026 is going to be the year of fiber. I have celiac and rarely make my fiber needs (90% of Americans aren’t getting enough fiber daily). And this savory topper has upped my daily intake by 15g so easily. The mix of nuts and seeds is so delicious and tastes amazing on top of eggs, salads, toasts…endless delicious options.” —Margaux Anbouba, senior beauty and wellness editor
Victoria Beckham Beauty Brushes
“Victoria Beckham Beauty’s debut makeup brush collection has blown every other set out of my vanity case. They’re lightweight without feeling insubstantial, with smooth, ergonomic wooden handles and cloud-soft heads. It’s hard to pinpoint exactly what distinguishes one great brush from another, but these simply have it. The dense bristles buff liquid and cream formulas into the skin with seamless precision, while the larger, fluffier brushes sweep on powder and bronzer—and are never far from my grasp.” —Morgan Fargo, beauty & wellness editor, British Vogue
Omi Hair Growth Peptides Gummies
“I started taking these gummies earlier this year when I decided to grow out my bob into something I could pull back without the help of 20 bobby pins. Already, I can manage a little ponytail. I’m noticing lots of baby hairs, and it feels like the quality of each strand has leveled up. Plus, they’re tasty, so I actually look forward to taking them as a tiny snack—which means I’ve finally managed to stay consistent with a supplement.” —Arden Fanning Andrews, beauty editor at large
Anua PDRN 100 Hyaluronic Acid Glow Pad
“I was introduced to the Anua Glow Pads by a skin expert with one of the glowiest complexions I’ve ever seen, and since incorporating her recommendation into my routine, I’ve received nonstop compliments. The hydrating formula combines PDRN with hyaluronic acid. Plus, the dual-sided pads feature a smooth gel side for plumping and a textured side for an exfoliating boost. Another win for K-beauty hero Anua.” —Ellie Davis, senior beauty shopping writer, British Vogue
Jones Road Just Enough Tinted Moisturizer
“Since launching in the spring, I have been joined at the hip to this ultimate tinted moisturizer. Infused with sodium hyaluronate, glycerin, and vitamin E, the formula glides onto the skin with ease. I love to apply a small amount with a brush, building up the coverage as I see fit. You can also go in with your fingers, which will warm up the product and is a great hack to prevent it from caking when set with powder. It’s noncomedogenic, and it really feels light as a feather on your skin, with just enough tint to smooth out your complexion.” —Ranyechi Udemezue, associate beauty & wellness writer
Huda Beauty Lip Contour Stain
“I can’t emphasize enough how much I love a lip liner—the slightest outline adds instant oomph to your pout. That’s especially true for me, since I have a double lip line (meaning the natural color of my lips doesn’t fully extend to the vermilion border). Most lip liners feather, pill, or fade after a few sips or bites—not Huda Beauty’s Lip Contour Stain. It’s essentially the love child of a lip stain and a lip liner. Through full workdays and even playing mermaids on a beach trip, it didn’t budge an inch. The only drawback is that you have to be a bit precious about how you store it (applicator tip facing down) so the product doesn’t dry out.” —Conçetta Ciarlo, beauty commerce writer
Miu Miu Miutine
“One of the chicest fragrance launches of the year, Miu Miu’s Miutine, has become one of my handbag essentials. Leaning into rich, gourmand notes of wild strawberry, wild sugar, and vanilla, it’s sweet but not overpowering. Flashes of rose and jasmine pare it down, leaving you with a soft and feminine scent that has been likened to the citrusy Chanel N°5. I’ve found that no matter the event or season, just a few spritzes will carry me through the day, and it blends well with a light mist for touch-ups.” —Ranyechi Udemezue, associate beauty & wellness writer
Cécred Scalp Refreshing Spray
“Its new Protection Collection proved that I could somehow love Cécred even more than I already did. Designed to address the needs of those wearing protective styles, the lineup detoxes and refreshes braids, sew-ins, locs, and more. I reach for the scalp spray most often—a cooling elixir packed with Cécred’s balancing ferment, honey, and ceramides that dissolves product buildup while soothing tightness and itchiness—a godsend for extending your style between wash days.” —Kiana Murden, beauty shopping editor
Danessa Myricks Beauty Yummy Skin Blurring Balm Mattifying Setting Spray
“If I’m going to bother doing my makeup, I’d like it to actually last. Fortunately for me, Danessa Myricks put all the viral goodness of her Yummy Skin Balm into this setting spray. It’s the same concept, but an entirely noncomedogenic, fine mist that gives an instantly soft-matte finish without being drying. Danessa Myricks, you genius.” —Conçetta Ciarlo, beauty commerce writer
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