We’re just one (very, very long) month into the start of not just a new year, but a new decade, and there have already been so many beauty launches that we’ve totally lost track. That’s okay because the 17 on this list, including some totally new brands, are the ones you’ll want to know. And while it might be a new year, we’re still loading up our skin care routines with niacinamide and chemically exfoliating acids, looking for affordable but chic hair solutions (hello, Target), and on the hunt for universally-flattering lip shades. Discover all those and more by scrolling through the best new beauty launches from 2020 — so far!
In addition to working on his cult-fave skin care collection, Dr. Dennis Gross finds the time to see patients. And when they talk about their skin, increasingly, he found they were talking about their lives — and the things stressing them out. (Sound familiar?) This resulted in the birth of the new B3 Adaptive Superfoods Collection. Stress shows up on the skin in a variety of ways, including worry lines, red patches, dryness, dullness, flare-ups, and tired eyes. This three-piece collection, which includes the above serum and an equally fantastic face cream and eye cream, was designed to combat these very issues with micro-encapsulated blends of niacinamide, superfoods, and adaptogens. We don’t take it lightly when we say your skin probably needs this.
In a market of truly limitless skin care options, sometimes you just want something basic and reliable. And we mean “basic” as a true compliment. That’s what this milk-enriched moisturizer is. It would be a little rich for oily skin types, but for anyone else, it’s a truly lovely option. It doesn’t make a million claims, or feature sexy actives — it just uses a blend of desert milk, fig milk, oat milk, and argan milk to hydrate, soften, and soothe skin.
This eye cream is fortified with Eighteen B’s signature B-silk protein, a proprietary polypeptide that supports the skin barrier. Jojoba and squalane help hydrate while jasmine flower extract boosts circulation and helps reduce dark circles. What’s more, a bevy of superfood extracts (watermelon, lentils, apple) help plump and fight fine lines.
Pillow Talk is the lipstick so popular it launched an entire, gorgeous collection. We love the Collagen Lip Bath in the stunning, almost universally flattering shade, which has a ton of hydrating ingredients like marine collagen, marula oil, and mustard sprout extract, plus a hit of refreshing peppermint oil.
This new hair care range gives a lot about itself away in its name — Odele is a riff on the Norwegian phrase ‘å dele’ which means ‘to share.’ The notion is that these affordable products are luxurious, but not so much so that you have to hide them from your S.O. This frizz controlling option will be popular for everyone who shares your shower.
Most cleansing oils, tbh, are pretty much the same. Mara’s, however, adds gentle exfoliation properties thanks to a blend of four fruit enzymes — papaya, pineapple, grapefruit, and pumpkin. You can even mini mask with it for five minutes for some added exfoliation. It has Mara’s signature marine botanicals and squalane to keep skin hydrated nourished after makeup is gone.
The brand known for all things lips is getting into the complexion game with a new medium coverage foundation. The buildable formula is enhanced with micellar technology that helps provide a smooth, never-cakey application and finish.
Fenty’s first mascara features a double-sided, double-duty “flat-to-fat” brush. The flat side works to load and lift lashes while the fat side defines and curls. With this new mascara comes the gift of Rihanna’s entertaining, cheeky tutorials, too.
Dr. Howard Sobel recently launched a 7-piece collection of skin essentials featuring proven actives. Honestly, the whole line is worth checking out, but we have come to especially love the niacinamide serum. The ingredient is everywhere these days, and for good reason: It offers benefits to every skin type, which include improving the appearance of enlarged pores, revitalizing dull skin, and plumping to reduce the appearance of fine lines. Allantoin calms and soothes.
If you know and love Herbivore’s Prism serum, you’ll be delighted to discover the new accompanying Prism mask. It’s a resurfacing treatment that packs a punch with a 20 percent AHA and 5 percent BHA blend of sugar glycolic, tartaric, malic, bilberry lactic and willow bark BHA respectively. While these acids can be intense, they’re in a base of aloe and rosewater to keep skin hydrated and soothed.
YSL’s new serums come in extremely chic packaging, but the best part is that the internal cannister (the part that actually houses the product) is refillable. Light Up is the brightening option, which uses Vitamin Cg to reduce yellowness and dark spots while brightening the overall complexion and antioxidant-rich marshmallow flower to reduce redness.
The most important thing to know about this lactic acid serum is that it showed such powerful results (100 across the board) that the brand did additional testing to confirm just how well this product was performing. Hint: it continued to earn raves. All of testers showed significant skin exfoliation every night, improvement in the appearance of pores overnight, and visible reduction in the appearance of fine lines and wrinkles overnight.
Drunk Elephant’s latest is an overnight hydrating mask featuring “Vitamin F” as its hero ingredient. If that sounds unfamiliar, it’s because Vitamin F isn’t really a vitamin at all so much as a term used to refer to essential fatty acids like linoleic acid, which helps maintain skin hydration, reduce redness, and improve texture. This one seems like it would be super rich — and while it is very hydrating, it’s actually a medium-weight cooling gel texture, and we’ll be slathering it on all winter long, and beyond.
The Huda Beauty Matte & Metal Melted Double Ended Eyeshadows (whew, that’s a mouthful) come in a number of beautiful color combos, but we’re obsessed with Icy Lilac. Lavender shadow feels so on-trend right now and this offers endless possibilities from using just the matte end to amping the glitter all the way up.
Kristin Ess just launched twenty-five new products, including her first 6-piece collection for curls. We’re loving this new Air Dry Mousse, because hello products that indulge our laziness. It helps boost waves and finesse hair’s natural texture. Ess recommends detangling and towel drying, allowing a bit more time for air-drying and then scrunching a golf ball-sized amount through your not-yet-dry hair.
Crown Affair, a totally new brand, focuses (at least at launch) on haircare post-wash, and wants to help people make a ritual of doing so. The Brush No. 001 is, at $62, not cheap, but is intended to offer a more affordable alternative to certain other boar bristle options.
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