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As we approach the end of the season, beach days are numbered, iced coffee orders are melting faster, and Labor Day sales are on the horizon. It’s time to review some of the season’s best new beauty launches, those standout formulas that could earn a place in our daily lineup.
From skincare heroes designed to protect and restore, to splashy makeup drops perfect for last-minute summer Fridays and late vacation nights out, this edit rounds up new product launches from July and August that are making our end-of-summer wishlist.
If you’re taking notes before the Labor Day sales hit, we made the list so you don’t have to!
New launches we are loving:
The Ordinary UV Filters SPF 45 Serum
‘The Ordinary’s latest drop is a lightweight sunscreen that is a non-comedogenic SPF 45 serum that offers broad-spectrum protection without pore-clogging or irritation. Free of harsh chemicals and packed with skin-loving hydration, it’s the kind of everyday formula that feels as good as it performs, especially when you’re racing out the door.
In Reviewers’ Words:
“I bought this a couple of months ago. I was so pleased with it that I purchased a second bottle a couple of weeks after I bought the first one. The texture of the serum is nice and silky. It glides on without any issues. I appreciate that it’s a higher (45) SPF. My two favorite things about this UV Filters SPF45 Serum are that it doesn’t leave a white cast on my caramel/tawny skin.”
Rhode Peptide Lip Tint in Lemontini
Haily Bieber launched this limited-edition summer shade, a shimmery, sheer gold gloss with the scent of a sweet, citrusy lemon drop martini. It’s the first to debut Rhode’s upgraded Peptide Lip Treatment & Tint formula, offering the same nourishing hydration now with a smoother and longer-lasting texture. Thanks to a blend of peptides (to smooth and plump), shea butter, babassu, and cupuaçu butters (to deeply condition), this is the perfect beauty treat to have with you wherever you go.
In Reviewers’ Words:
“I usually don’t like anything citrus but I love this, the formula is incredible, the texture is so nice, the shimmer is so beautiful and can work on its own or with endless lip combos. The smell is so delicious and not overwhelming at all, just the perfect lip. I ordered extra because my sister loved mine so much she wanted her own”
Polite Society Petite & Popular Set
Mini makeup is having a moment, and this set is getting some real love from Ultahoppers. Featuring travel-size versions of Polite Society’s most-loved products in a shrunken version of their signature plushie makeup bag, Petite & Popular is the ultimate sampler. It’s great for gifting, travel, or just trying the brand before committing.
In Reviewers’ Words:
“I grabbed this kit for a weekend getaway. I’m obsessed with Polite Society’s makeup. The mascara is so good, super lengthening without clumps. The lip gloss is smooth and pigmented, great for quick touch-ups. I also love the blush because it’s so creamy and blends so well. This made packing so easy for me, everything I needed in one cute bag.”
Smashbox Metal FX Eyeliners
Metallics are back in style, and Smashbox nailed it with these shades. These Metal FX Eyeliners offer a molten-metal finish in four colors with 24-hour wear that resists heat, sweat, and smudging. Perfect for experimenting with new daring makeup looks.
In Reviewers’ Words:
“This eyeliner from Smashbox works great. I love the metallic green color...The tip is narrow and sharpened, so it’s easy to apply. It glides across the skin of my eyes easily without pulling or tugging. I am really impressed with the staying power and how well the emerald green color shows up. I would say that it is worth the price given how well it performs.”
Kosas Soulgazer Mascara
Length, lift, and lash care in one tube. This serum-infused mascara strengthens lashes with peptides while delivering fluttery, separated definition. The curvy brush is so good that it grabs even the baby lashes. With consistent use, expect visible growth in as little as six to eight weeks.
In Reviewers’ Words:
“It goes on super smooth without clumping and gives my lashes a natural, fluttery lift. The formula feels weightless, and it’s great knowing it has lash boosting peptides to support growth over time. I’ve also been using the tip of the brush to layer, and it really helps build length.”
Jones Road Everyday Sunscreen
A daily SPF that feels like skincare. This lightweight, invisible formula from Jones Road delivers broad-spectrum protection in a moisturizing finish that layers beautifully under makeup. No white cast, no greasy residue, just your skin, but better protected.
In Reviewers’ Words:
“Love the soft coverage and the fact that I can wear it alone and look polished, or under foundation for an extra layer of protection and coverage. A new favorite!”
Neutrogena Collagen Bank 15% Vitamin C Serum (Launched August 4th)
New from Neutrogena, this fragrance-free vitamin C serum is all about glow and stronger collagen. It pairs 15% pure vitamin C with gentle 2% PHA to gently exfoliate, smooth and brighten skin, allowing the brightening magic to really sink in. The secret? These tiny patented micro-peptides, twice as small as the usual kind, can go deeper to help keep skin firm, plump, and radiant.
In Reviewers’ Words:
“I’ve been using the Neutrogena Collagen Bank 15% Vitamin C Serum for a few weeks now, and I’m impressed. It goes on super smooth, absorbs quickly, and doesn’t feel sticky or heavy. My skin looks noticeably brighter and more even, and I love that it’s fragrance-free and non-comedogenic, great for my sensitive skin. The formula has 15% pure vitamin C, plus peptides and PHA, which gives my skin a nice glow without irritation. I didn’t expect overnight miracles, but I’ve seen improvement in tone and texture. It plays well under makeup and hasn’t caused any breakouts. This is a great option if you want a high-strength vitamin C serum that’s effective, clean, and affordable. I’ll definitely repurchase.”
Poppy & Pout Retro Refreshers Lip Balm Set
This retro inspired summer balm trio is as nostalgic as it is nourishing. Packaged in adorable vintage-looking eco-friendly recyclable cardboard, these 100% natural lip balms are hydrating, clean, and come in three delicious flavors: Iced Peach Tea, Mint Melon Spritz, and Cherry Lime Ricky. Perfect for tossing in your beach bag or imagining your roller rink era.
In Reviewers’ Words:
“Perfect to bring in your pool bag for the day!! Some of my favorite lip balms from this brand (esp. the iced peach tea)!!”
SEEN Frizz + Repair Treatment Mask (Launched August 5th)
This intensive 5-minute treatment reduces frizz by 70% and strengthens hair by 2.7x with clinically proven results. Formulated without silicones or fragrance, it’s safe for sensitive and acne-prone skin. Key ingredients like hemisqualane, squalane, and moringa restore softness, shine, and smoothness while protecting against heat and pollution. Dr. Iris Rubin said that this is her solution to stronger, healthier hair with less frizz in just 5 minutes.
In Reviewers’ Words:
“I legitimately have been using this EVERY time I’m in the shower and now I can’t live without it.”
We’re Still Obsessed With…
YSE Beauty Your Favorite Ex Exfoliating Pads
These resurfacing pads are our go-to for baby-smooth skin. Packed with glycolic acid and niacinamide, they gently exfoliate without irritation, perfect for post-pool glow maintenance or a pre-event refresh.
OSEA Ocean Cleansing Mudd
Clarifying yet non-stripping, this cooling, minty cleanser purifies pores and calms redness all at once. Great for summer skin that’s feeling congested or oily after sunscreen and sweat.
Jones Road The Nail Polish Kit
This minimalist kit is the elevated at-home mani moment we’ve been waiting for. The creamy, neutral shades dry fast and deliver salon-like shine, no base coat, top coat, or light needed.
Kevyn Aucoin Unforgettable Lipstick Shine
A high-shine lipstick that feels like a balm but delivers serious color payoff. With a buttery texture and elegant packaging, it’s the kind of lipstick you reach for every single day.