The Best New Beauty Products of 2025, According to ELLE Editors

2 min read

Every year, there are countless beauty launches—so many, it feels impossible to spot what’s truly new. How can you tell a game-changing blush from a retread? How can you find a skin care innovation that isn’t buzzword salad? And body care might be big right now, but what’s the difference between a regular old body lotion and one that’s going to transform your routine? We’ve taken the guesswork out of this year’s new products to find the ones that will instantly stand out on your vanity.

After sifting through hundreds of entries for our 2025 Future of Beauty Awards, we whittled down the list to the actual disrupters. You can guarantee that every product here—from the mascaras to the pimple patches—has been tried and tested by ELLE staff and deemed a trailblazer in its category. Keep reading for our winners, spanning across hair, skin, body, and cosmetics.

Skin

Best Serum for Skin Health

Best Lightweight Sunscreen

Best Skin-Tightening Cream

Best Collagen-Boosting Serum

Best Eye Patches for Sensitive Skin

Best New Rejuvenating Serum

Best Skin-Tightening Eye Cream

Best Skin Brightening Cream

Best Eye Cream for Wrinkles

Best New Snail-Free Serum

Best Next-Gen Moisturizer

LEARN MORE ABOUT OUR SKIN WINNERS

Hair

Best Strengthening Hair Mask

Best Non-Crunchy Hairspray

Best Dry Shampoo for People Who Hate It

Best Weightless Dry Shampoo

Best Shampoo for Hair Growth

Best Hair Thickening Serum

Best Overnight Hair Serum

LEARN MORE ABOUT OUR HAIR WINNERS

Body

Best After-Shave Treatment

LEARN MORE ABOUT OUR BODY WINNERS

Color Cosmetics

Best Makeup Product for Beginners

Best At-Home Lash Extensions

Best Color Correcting Serum

Best Makeup Correcting Pen

Best Tinted Mineral Sunscreen

Best Liquid Glitter Eye Shadow

Best Fast-Drying Nail Polish

Best Multi-Use Lip and Cheek Tint

LEARN MORE ABOUT OUR COLOR COSMETICS WINNERS

Details on our methodology

March 2025 to April 2025: The ELLE beauty team compiled data on new and innovative product launches across hair, skin, body, and makeup.

April 2025: The ELLE beauty team asked brands to submit formal entries to our awards for consideration (we never charge for submissions).

May 2025 to June 2025: We recruited 24 ELLE staffers to test hundreds of new beauty launches.

June 2025 to July 2025: ELLE staffers were asked to honestly evaluate products based on criteria including innovation, efficacy, and ease of use.

August 2025: ELLE staffers submitted detailed feedback to the beauty team, who reviewed and compiled all the information—including exactly why each product stood out.

September 2025: We analyzed this feedback to find 75 winners for our annual Future of Beauty Awards.