Is it even possible to narrow down the best beauty launches of 2025? With a constant stream of new products arriving daily, trying everything is impossible—though Vogue’s beauty editors come impressively close. The steady flow of packages to our New York and London offices alone could build a cardboard fort. Between testing makeup, sampling fragrances, and trying hair formulas, a few standout products inevitably rise to the top, earning permanent spots in our routines and often replacing long-time favorites. Whether they’re buzzy makeup, futuristic gadgets, or advanced skincare, we’d never keep our favorites to ourselves.
Vogue’s Favorite Beauty Launches of 2025
The LED Face Mask
Therabody TheraFace Mask
$650 $520 (20% off) at BLUEMERCURY
The Brown Mascara
Hourglass Cosmetics Unlocked Instant Extensions Mascara in Espresso
$33 at NORDSTROM
The Gel Eyeliner
Prada Beauty Pradalines Durable Gliding Waterproof Eye Pencil
$35 at NORDSTROM
As you reflect on your Spotify Wrapped, half-formed resolutions, and the year’s biggest trends, consider this your invitation to scroll. Read on for the best beauty launches of 2025, curated by our editors. From treatments that revive dull skin in one swipe to long-lasting lip liners, there’s something for everyone.
Prada Beauty Pradalines Durable Gliding Waterproof Eye Pencil
$35 at NORDSTROM
“I love anything that gives me a smooth cat eye in the morning without fuss and zero transfer all day. Prada Beauty’s eye pencil, which launched this spring, has already earned me 9 a.m. compliments. It glides easily without being too slippery and wears long without setting too quickly. I like the Wood shade for daytime, but I’m ordering the rest for evenings.” —Arden Fanning Andres, Beauty Editor at Large
Therabody TheraFace Glo-LED Mask
$650 $520 (20% off) at BLUEMERCURY
“I’ve tested countless LED masks this year, and Therabody’s new Mask Glo is giving my trusted Currentbody favorite serious competition. What’s most compelling is the clinical testing—104 subjects across a wide range of skin tones and types. 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
$33 at NORDSTROM | $33 at BLUEMERCURY
“The best mascara in the world now comes in brown. I’m an Hourglass loyalist; this mascara holds up through long screen days, occasional eye rubs, and even raucous weddings. The formula is smooth, coating lashes in one or two swipes. It’s easily buildable, though too many coats can get spidery. It’s the only mascara I use—it’s brilliant.” —Morgan Fargo, Beauty & Wellness Editor, British Vogue
Outside—In Silk Serum Foundation
$64 at OUTSIDE—IN
“The brainchild of Hourglass founder Carisa Janes, Outside—In is reimagining the skincare-makeup hybrid. Of its new collection, the serum foundation is a standout. It’s remarkably lightweight on the skin…”
Frequently Asked Questions
Of course Here is a list of FAQs about Vogue Editors Top 13 Beauty Launches of 2025 designed to sound like questions from real people
General Beginner Questions
1 What is this list exactly
Its an annual curated selection by Vogues global beauty editors highlighting the 13 most innovative effective and exciting new beauty products launching in 2025 that they believe are worth the hype
2 Why should I trust this list
Vogue editors have early access to thousands of products and test them rigorously Their picks are based on performance innovation and overall impact not just marketing
3 Are these products available now
Most launches on the 2025 list will become available for purchase throughout the year 2025 Some may have limited early releases
4 Is this list only for makeup
No it typically covers all beauty categories skincare makeup hair care fragrance and sometimes wellness tools
5 Are these products super expensive
The list usually features a mix including highend luxury launches and more accessible groundbreaking products from sciencedriven brands
Product Usage Questions
6 What kind of innovations are featured for 2025
Based on trends expect breakthroughs in biotech skincare hyperpersonalized formulas climateadaptive products and makeup with skincare benefits that truly work
7 I have sensitive skin Will any of these work for me
The list often includes products formulated for sensitive skin especially in skincare Always check the ingredient list for your known triggers even with editorapproved picks
8 How do I know which product is right for my specific concern
Look for the editors notes on each product They usually specify the target benefit like for dullness for fine lines or for allday hydration
9 Can I find dupes or more affordable versions
Often yes A groundbreaking formula on the list usually inspires similar technologies from other brands The list sets the trend but you can look for key ingredient callouts to find alternatives
10 Do they include clean or sustainable beauty
Absolutely Sustainability and conscious formulation are major criteria Expect to see refillable systems biodegradable packaging and blue beauty