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 Eye Serum
Dior Capture Pro-Collagen Shot
Best Serum for Skin Health
Tatcha The Longevity Serum
Best Lightweight Sunscreen
Ultra Violette Future Screen SPF 50
Best Skin Brightener
YSE Beauty Your Favorite Ex Exfoliating Pads
Best Skin-Tightening Cream
Alastin Skincare Restorative Skin Complex Anti-Aging Face Serum
Best Acne Patches
Personal Day All Covered Salicylic Acid Brushed Blemish Patches
Best Collagen-Boosting Serum
Shiseido Ultimune Power Infusing Serum
Best Overnight Mask
Neuraé Harmonie The Sleeping Mask
Best Cleansing Oil
Dieux Ethereal Instant Makeup Removing Cleansing Oil
Best Eye Patches for Sensitive Skin
Summer Fridays Jet Lag Eye Patches
Now 32% Off
Best Luxury Serum
Sisley Paris Sisleÿa L’Integral Anti-Age Longevity Essential Serum
Best New Retinol
Shani Darden Skin Care Retinol Reform with 1% Encapsulated Retinol
Best New Rejuvenating Serum
Peach and Lily MiniProtein Exosome Bioactive Ampoule
Best Skin-Tightening Eye Cream
Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener
Best Microneedling Mask
Mediheal Two-Step Collagen Spicule Ampoule and Gel Mask Set
Best Sheet Mask
Medicube PDRN Pink Collagen Gel Mask
Best Tinted Sunscreen
Lightsaver Triplesome Serum SPF 40
Best Spray Sunscreen
Dearcloud Luminous Aqua Sun Mist SPF 30
Best Eye Cream
Augustinus Bader The Rich Eye Cream
Best Botanical Serum
Sothys DX Glow Defense Serum
Best Skin Brightening Cream
True Botanicals Phyto-Retinol Advanced Clinical Cream
Best Eye Cream for Wrinkles
Estée Lauder Advanced Night Repair Eye Lift + Sculpt Eye Cream
Best Glowy Skin Serum
Cle de Peau Beaute Precious Gold Vitality Serum
Best Purifying Mask
OleHenriksen Violet Ice Cold Plunge Pore Mask
Best Regenerating Serum
Bloomeffects Black Tulip Regenerative Brightening Serum
Best New Cleanser
CeraVe Balancing Air Foam Facial Cleanser
Best Brightening Serum
Neutrogena Collagen Bank 15% Vitamin C Face Serum
Best New Snail-Free Serum
Glow Recipe Prickly Pear Peptide Mucin
Best Liquid Pimple Patch
Bioré Paint & Peel Liquid Pimple Patch
Best Next-Gen Moisturizer
Dr. Diamond Metacine Hydr/o Bioactive Hydrolipid Barrier Moisturizer
LEARN MORE ABOUT OUR SKIN WINNERS
Hair
Best Hair Serum
Cécred Restoring Hair & Edge Drops
Best Strengthening Hair Mask
Gisou Honey Gloss Ceramide Therapy Hydrating Hair Mask
Best Hair Gloss Mask
L’Oréal Paris EverPure Sulfate Free Glossing 5-Min Lamination Hair Mask
Best Overall Hair Mask
Dove Intensive Repair 10-in-1 Serum Mask
Now 10% Off
Best Non-Crunchy Hairspray
Dae Sunsetter Strong Hold Flexible Hairspray
Best Dry Shampoo for People Who Hate It
Batiste Zen Matcha Light Dry Shampoo
Best Weightless Dry Shampoo
JVN The Essential Dry Shampoo
Best Styling Oil
Briogeo Style + Treat Supreme Shine Strengthening & Styling Oil
Best Shampoo for Hair Growth
Oribe Serene Scalp Densifying Shampoo
Best Hair Thickening Serum
Dr. Groot Scalp Revitalizing Solution Hair Thickening Roll On Serum
Best New Heat Protectant
K18 HeatBounce Leave-In Conditioner Heat Protectant
Best Texture Product
Best Volumizer
Nexxus Hy-Volume Weightless Lift Cloud Foam Treatment
Best Finishing Hair Oil
TRESemmé Lamellar Gloss Finishing Hair Oil
Best Overnight Hair Serum
Crown Affair The Overnight Repair Serum Treatment
LEARN MORE ABOUT OUR HAIR WINNERS
Body
Best Body Acne Solution
Hero Cosmetics Mighty Patch Body Patch
Now 39% Off
Best Body Milk
Tronque Triple Active Body Milk
Best Self Tanner
Luna Bronze Self Tanning Jelly
Best After-Shave Treatment
Best New Fragrance
Rare Beauty Rare Eau De Parfum
Best Body Serum
Best Natural Deodorant
Nécessaire The Deodorant
Best Fresh Scent
Chanel Chance Eau Splendide
Best Bar Soap
Flamingo Estate Manuka Soap Brick
Best Body Oil
Iota Diamond Truffle Contour Body Oil
LEARN MORE ABOUT OUR BODY WINNERS
Color Cosmetics
Best Tubing Mascara
Dibs Beauty Double Standard Primer & Mascara Duo
Best Makeup Product for Beginners
Make Up For Ever Artist Color Crayon Multi-Use Stick
Best Dewy Face Powder
Saie Slip Tint Undetectable Baked Setting Powder
Best At-Home Lash Extensions
Kiss Falscara Studio Lash Extension Kit
Best Color Correcting Serum
Isamaya Beauty Pistachio Color Correcting Skin Tint Serum
Best Lip Gloss
YSL Beauty Loveshine Plumping Lip Oil Gloss
Best Concealer
Lisa Eldridge Pinpoint Concealer Micro Correcting Pencil
Best Accessible Mascara
Tilt Beauty Lashscape Lengthening Mascara
Best Makeup Correcting Pen
Half Magic Flik Eraser Makeup Correcting Pen
Best Creamy Lip Shaper
Best Tinted Mineral Sunscreen
Merit The Uniform Tinted Mineral Sunscreen SPF 45
Best Powder Blush
Tower 28 Beauty GetSet Blur + Set Matte Powder Blush
Best Lip Stain
Huda Beauty Lip Contour Lip Stain
Best Long-Wearing Blush
Victoria Beckham Beauty Colour Wash
Best Eye Brightener
Kosas Revealer Extra Bright Color Corrector
Best Dewy Setting Spray
Pat McGrath Labs Skin Fetish: Glass 001 Legendary Glow Setting Spray
Best Liquid Glitter Eye Shadow
Urban Decay 24/7 Glaze-On Shimmer Liquid Eyeshadow
Best Fast-Drying Nail Polish
OPI RapiDry Quick-Dry Lacquer
Best Multi-Use Lip and Cheek Tint
Fwee Lip & Cheek Glowy Jelly Pot
Best Blurring Bronzer
Makeup By Mario SoftSculpt Blurring Bronzer
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.
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