If you’re among those of us who employ the motto “shop till you drop” from Nov. 1 until Dec. 24 (at least), it’s fitting that you might be giving your credit card a well-deserved rest.
But 2025 is already promising to be full of must-have beauty launches. Already, some of the biggest brands (we’re looking at you, Dove, e.l.f. SKIN and Lancôme) in the biz have come out with solutions for dry skin, frizzy hair and SPF application on the go. And, a makeup artist to the stars has expanded her bestselling shade across more products — the ultimate boss beauty move.
Check out our top ten launches of January, below.
Dove Oat Milk & Berry Brulee Plant Milk Body Wash
In 2024, Dove raised the bar in when it launched plant milk-based cleansers. The solid formulas, which infused coconut, macadamia, oat or tumeric milks into its skin-softening solids, moisturized so well (and smelled so scrumptious) that we gave them a beauty award. And now this delectable berry scent is available in liquid form for body wash aficionados.
Buy It! $10; amazon.com
John Frieda Frizz Ease Smooth Operator Blowout Spray
Since 1990, John Frieda’s frizz-fighting serum has been known the world over because of its ability to help hair stave off the effects of humidity for up to three days. But for everything the formula could do (which included hydrating and imparting a glass-like shine before that was a TikTok trend), it only protected hair from up to 220⁰ heat. 35 years later, a blowout spray has been added to this mix — and the keratin-filled mist shields hair from thermal damage up to 450⁰ while helping you get the look of a Brazilian blowout hair treatment at home.
Buy It! $11; amazon.com
Laura Polko Los Angeles Color Protect Shampoo & Conditioner
After 20 years in the hair industry, Laura Polko’s client list reads like a front-row searing chart at an awards show — some of the biggest names in entertainment turn to her for gorgeous looks. She’s also amassed a ton of knowledge about products, so much so that she found a white space — and is filling it with her eponymous collection complete with her own trademarked technology, and this color protecting duo is already a fave around our office.
Buy It! Shampoo, $12; target.com and Conditioner, $12, target.com
e.l.f. SKIN Suntouchable Invisi-Stick SPF 50
Whether you read magazines or scroll BeautyTok, the message is the same: Don’t take days off from applying sunscreen. e.l.f SKIN’s brilliant (and vibrant) broad spectrum SPF 50 stick with its clear, non-greasy finish is a winter purse essential for anyone who needs re-up their sun protection before their commute home (or to happy hour — no one’s judging!).
Buy It! $14; elfcosmetics.com
Hero Cosmetics Mighty Patch Body
If you need a solution for black heads or whiteheads, dark spots or fine lines, this brand’s small but, well, mighty award-winning patches have you covered. With the introduction of its larger (roughly 2 by 4-inch) medical-grade hydrocolloid patches, you can safely tackle breakouts from the neck down, too.
Buy It! $15; amazon.com
L’Oréal Paris Flexible Hold Slick Back Cream
After making waves across the pond for years, L’Oréal Paris’s Elnett Hairspray finally arrived stateside (officially, and not because it was hidden in a hairstylist’s kit) in 2008, and boy, did it make a splash. To this day, it’s revered by pros for its brushable hold, but today it no longer stands alone. The brand’s new cream promises the same humidity resistance and crunch-free feel in a fruity/floral scent you’ll love.
Buy It! $16; cvs.com
Bumble and bumble. Bond-Building Triple Bond Flash Rinse
The haircare brand’s latest addition to its bond-building collection is sure to be an instant hit. Why? Because it’s leveled-up from the rest of the assortment with technology that builds three types of bonds in the hair. It also contains micelles to remove buildup. But like the other products, it’s got honey to nourish and soften strands.
Buy It! $37; bumbleandbumble.com
Westman Atelier The Petal Collection
No one makes skin glow like makeup artist Gucci Westman. (Have you seen the breathtaking looks she’s done for Nicole Kidman lately?) While the beauty guru’s magic can’t be replicated by us mortals, thanks to her eponymous clean beauty collection, Westman Atelier, we can dream. To kick off 2025, Westman expanded her bestselling Baby Cheeks Blush Stick in the dusty nude rose shade Petal (named after her daughter) to a highlighter, lipstick or liquid lipstick that you can wear alone or all together (no, really!) for an irresistibly fresh effect.
Buy It! Squeaky Clean Liquid Lip Balm, $37, Lip Suede Matte Lipstick, $50 and Lip Up Highlight Stick, $48; westman-atelier.com
Redken Acidic Bonding Concentrate 24/7 Night & Day Serum
When Redken introduced its Acidic Bonding Concentrate range with an alpha hydroxy and citric acid-packed shampoo, conditioner and leave-in in 2021, they leveled up what it meant to have healthy hair. The latest addition to the collection is this lavender-scented serum which repairs hair while you snooze — and is beloved by global ambassador Sabrina Carpenter.
Buy It! $45; redken.com
Lancôme Génifique Ultimate Serum
Fifteen years ago, Lancôme changed the skin-care game with the debut of its hyaluronic acid-packed Advanced Génifique serum. The beloved formula (one sold every 30 seconds in the U.S.) just got a major upgrade with the addition of beta-glucan, which also boosts hydration levels while improving the skin’s barrier for impressively smooth results.
Buy It! $135 (for 1.7 oz); lancome-usa.com
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