The 150 Best New Beauty Launches of 2025—Editor-Approved by SheFinds

Between BeautyTok trends, celebrity brand launches, and all the viral “holy grail” products, there’s so much to choose from in the world of beauty. It’s exciting, but it can also be a lot. Like, what’s actually worth your time (and the space in your bathroom cabinet)?

That’s where we come in.

The editors at SheFinds have spent the past year testing, swatching, scrubbing, slicking, and spritzing our way through 2025’s biggest beauty launches. Whether you’re restocking your essentials or on the hunt for whatever’s new and buzzy, these are the products that we buy for ourselves and recommend to our friends.

Keep scrolling for this year’s Best New Beauty across makeup, skincare, hair, nails, body care, tools, nails, and fragrance categories. Say hello to your new favorites!