The Best Beauty Launches of January 2025

Mar. 15, 2025

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.

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.

01of 10Dove Oat Milk & Berry Brulee Plant Milk Body WashDoveIn 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 abeauty award. And now this delectable berry scent is available in liquid form for body wash aficionados.Buy It!$10;amazon.com

01of 10

Dove Oat Milk & Berry Brulee Plant Milk Body Wash

Dove

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 abeauty award. And now this delectable berry scent is available in liquid form for body wash aficionados.

Buy It!$10;amazon.com

02of 10John Frieda Frizz Ease Smooth Operator Blowout SprayJohn FriedaSince 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

02of 10

John Frieda Frizz Ease Smooth Operator Blowout Spray

John Frieda

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

03of 10Laura Polko Los Angeles Color Protect Shampoo & ConditionerLaura PolkoAfter 20 years in the hair industry,Laura Polko’s client list reads like a front-row seating 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.comand Conditioner, $12,target.com

03of 10

Laura Polko Los Angeles Color Protect Shampoo & Conditioner

Laura Polko

After 20 years in the hair industry,Laura Polko’s client list reads like a front-row seating 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.comand Conditioner, $12,target.com

04of 10e.l.f. SKIN Suntouchable Invisi-Stick SPF 50E.L.F.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

04of 10

e.l.f. SKIN Suntouchable Invisi-Stick SPF 50

E.L.F.

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

05of 10

Hero Cosmetics Mighty Patch Body

Mighty Patch

Buy It!$15;amazon.com

06of 10

L’Oréal Paris Flexible Hold Slick Back Cream

L’Oreal

Buy It!$16;cvs.com

07of 10Bumble and bumble. Bond-Building TripleBond Flash RinseBumble and BumbleThe 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

07of 10

Bumble and bumble. Bond-Building TripleBond Flash Rinse

Bumble and Bumble

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

08of 10

Westman Atelier The Petal Collection

Gucci Westman

Buy It!Squeaky Clean Liquid Lip Balm, $37, Lip Suede Matte Lipstick, $50 and Lip Up Highlight Stick, $48;westman-atelier.com

09of 10

Redken Acidic Bonding Concentrate 24/7 Night & Day Serum

Redken

Buy It!$45;redken.com

10of 10Lancôme Génifique Ultimate SerumLancomeFifteen 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

10of 10

Lancôme Génifique Ultimate Serum

Lancome

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

source: people.com