If you blinked lately, you probably missed something in beautyland. Pat McGrath casually expanded into nail care, whispers suggest Revlon might be on its last legs, and enough celebrities launched beauty brands to fill a small music festival lineup. Through all that, new products kept spilling onto the shelves—some instant holy grails, others…not so much.

So let’s play catch-up. Below is a tour of the recent arrivals shaking up vanities everywhere. Some are clever twists on boring essentials, some are low-maintenance lifesavers, and some just make you feel cool for owning them.

Vacation Classic Whip SPF 30

Healthy habits can get tedious—sometimes they need a party trick to keep us engaged. Vacation figured that out with their whipped sunscreen, a mousse that dispenses like Reddi-wip but shields like your dermatologist. SPF 30, water-resistant, featherlight on the skin, and scented with that nostalgic, coconut-sunscreen vibe. Packaged in a cheeky retro can, it’s both protection and conversation starter—ideal for anyone who finds traditional sunscreen a snooze.

Ole Henriksen Banana Bright Face Primer

The Banana Bright empire just keeps expanding. What began as a cult under-eye cream is now a serum, and with this launch, a primer. The formula looks frosting-thick in the jar but melts like a thin cream, brightening dullness with vitamin C while smoothing over uneven patches so makeup can glide on seamlessly. The best part? It doubles as skincare. Wear it alone and your complexion still benefits over time.

Ami Colé Skin-Enhancing Concealer

Concealer usually makes you choose: coverage or comfort, shade match or texture. Ami Colé’s take refuses to compromise. The lightweight, fluid formula hides dark spots and redness, blends into skin like second nature, and sets with a dewy (but not greasy) finish. It conceals without broadcasting “I’m wearing concealer”—a quiet flex in the makeup world.

Glossier No. 1 Pencil

At this point, eyeliner needs more than “doesn’t smudge” to impress. Enter Glossier’s No. 1 Pencil: not too matte, not too glossy, and infinitely more wearable for everyday looks. The ten-shade lineup is like a closet of jeans—you can pick one without much thought and know it’ll work. Go bold with an emerald wash across your lid or keep it low-key with a slim line of brown or black. Smudge before it sets, then trust it to stay put for hours.

Tower 28 MakeWaves Mascara

Sometimes, the best thing a product can be is fun. Tower 28’s MakeWaves mascara curls, defines, and lengthens without irritation, clumping, or unnecessary drama. The results are natural but polished, and the playful tube earns cool points from your niece—or, honestly, anyone else watching you reapply.

Dermalogica Daily Milkfoliant

Think of this as the Goldilocks of exfoliants: more active than a cleanser, less aggressive than a scrub. It’s a powder that activates with water, combining gentle grains with AHAs and BHAs to smooth texture and clear congestion. Everything is dialed down to prevent over-exfoliating (because yes, left to your own devices, you’d probably overdo it). It’s daily-friendly, effective, and mercifully idiot-proof.

Cay Skin Deepwater Dew Body Serum

With summer’s humidity gone, hydration gets harder. Cay Skin’s serum is like a tall glass of water for your body. Worn under lotion, it softens dry skin and leaves the faintest bronzed glow—subtle enough to avoid shimmer-ball territory, but noticeable enough to feel luminous. Best part: it doesn’t transfer onto clothes.

Chillhouse Chill Tips

The lazy beauty lover’s dream. Forget the dusty, neon press-ons of drugstores past—today’s versions are chic, comfortable, and salon-worthy. Chillhouse’s designs fit snugly, come in seasonally appropriate styles, and swap out often enough to keep things fresh. No appointments, no effort, no embarrassment. Just peel, press, and go.

Crown Affair Towel

Let’s be honest: if you’re still using a standard bath towel on your hair, you’re doing it wrong. Crown Affair’s waffle-knit microfiber towel is the glow-up you didn’t know you needed. It cuts drying time, reduces frizz, and actually looks nice hanging on your bathroom hook. Functional luxury at its finest.

The Bottom Line

Beautyland is relentless. Even as legacy brands wobble and celebrity ventures multiply, innovation keeps slipping into the mix—some whimsical, some practical, and some destined to become staples. From whipped sunscreen that doubles as a novelty to concealer that finally nails the balance, the latest launches prove one thing: boredom is never an option here.

Now the question is—what’s found a spot on your shelf? And what’s already collecting dust in the back of your drawer?