Launch List: The Best New Beauty Products Launching in August

Bobbi Brown Cosmetics Weightless Skin Foundation SPF 15 ($57)

For those who like a more traditional liquid foundation, this is a great modern take on the concept. It’s lightweight, hydrating and great for oily skin types because it contains silicas that absorb oil and shine without stripping the skin of its moisture. However, all skin types can use it, and it feels really comfortable—no caking!

“Weightless Skin Foundation provides complexion-perfecting, medium coverage with 24-hour wear, 24-hour hydration and all-day oil control,” says the brand’s makeup artist and director of education and artistry, Victor Anaya. “Skin looks like skin—it feels so lightweight and breathable. It’s also available in 53 shades!”

OLAY Super Eyes Daily Eye Serum ($35)

Like the brand’s NewBeauty Award–winning Super Serum, this version for the eyes also deliver several benefits in one step. It makes tired eyes look more awake by instantly brightening dark circles, reducing puffiness and hydrating the under-eye area. And, when you properly hydrate the delicate skin in that area, it looks firmer with fewer fine lines.

“What sets this eye serum apart is that it includes effective ingredients like caffeine, niacinamide and aloe vera that work together in the product to instantly target issues around the eyes like puffiness, dark circles and more,” says Dr. Rolanda Wilkerson, leading scientist at OLAY. “With one perfectly dosed pump, eyes are left feeling refreshed, awakened and primed for makeup.”

Aveda Invati Ultra Advanced Revitalizing Scalp Serum ($72)

For those of you who are familiar with Aveda’s cult-classic Invati line for thinning hair (men and women love it), get excited because the formula just got a serious upgrade. This vegan serum is at the heart of the collection, and features the brand’s exclusive, triple-action Follicle Vitality Complex.

“The power of Invati Ultra Advanced comes from a decade of relentless research, blending cutting-edge science with ancient botanical wisdom,” says Alison Pawlus, PhD, principal scientist and pharmacognosist for Aveda. “Backed by collaborative studies with the University of Bradford, our pure plant extracts, meticulously selected for potency, tackle thin hair head on, redefining care for thinning hair. With a dedicated team of experts and a commitment to green extraction, we are proud to be at the forefront of hair care.”

In clinical testing, this serum (used as part of the brand’s four-step system) helped reduce hair loss by 77 percent! It also instantly thickens hair up to 11 percent, which according to the brand, makes you feel like you have 11,000 additional hairs on your head.

The Ordinary Natural Moisturizing Factors + Inulin Body Lotion ($15)

The brand’s foray into body care comes with this new body lotion in a convenient pump bottle. Like The Ordinary’s Natural Moisturizing Factors facial product, this lotion also provides immediate and lasting hydration. It’s light and nongreasy, but powerful enough to strengthen the skin barrier thanks to the addition of prebiotic inulin. In fact, in clinical testing, it proved to strengthen the skin barrier after just one use.

The fragrance-free formula also proved to reduce the look of dry-flaky skin by 70 percent, leaving skin hydrated over the long-term, even after a shower. This is definitely a product we’ll want to have on hand this winter.

Laneige Bouncy & Firm Lip Treatment ($26)

You might be thinking, how could Laneige make anything better than its famous Lip Mask, and I thought the same when I got this pitch. However, the two offer different ingredients for different lip-care needs. The Lip Mask is loaded with rich butters and a powerful moisturizer. This Treatment targets dryness, but also a lack of firmness, because after all, our lips age just like the rest of our face.

The brand uses this analogy: Just like a balloon is at its bounciest when it’s firm and full of air, our skin needs support in the form of collagen to bounce back from everyday movement. This Treatment contains the brand’s proprietary Peony & Collagen Complex, peptides, ceramide capsules and 5-D hyaluronic acid to help boost and preserve collagen. The result is lips that look firmer and plumper. We also love the mini spatula that pops out so you don’t have to dip your fingers in the jar to apply it.

“The Bouncy & Firm Sleeping Mask has been a staple in my nighttime skin-care routine since it launched, so I was very excited to hear that Laneige was adding a lip treatment innovation to my favorite collection!” says the face of the campaign, actress Sydney Sweeney.

LOOPS Peptide Serum ($32)

We’ve grown to love all of the cool hydrogel sheet masks from LOOPS over the years, but now the brand is offering up something different: skin-care pads. There are a few different varieties, but we love the Peptide Serum pads, which are infused with, you guessed it, powerful peptides. There are 60 vegan-friendly, biodegradable bamboo pads per pot, and with one swipe in the morning and at night (one pot lasts one month), it helps diminish the look of fine lines and dullness while also firming the skin.

“I’m excited not only about expanding the product roster and venturing beyond masks, but also about introducing this cool, innovative format to our consumers’ skin-care regimens, as well as my own,” says actress Camila Mendes, who is also the brand’s creative director. “I’m familiar with cleansing and exfoliating pads, which I’ve been using for a while now, but using serum and moisturizer pads is a pretty fresh concept to me. They’ve been super convenient additions to my routine and always come in handy on busy work days.”

IGK Disco Disco Clear Gloss Shine Spray ($32)

Looking to get in on the “glass hair” trend? This is the product to try. An ultra-lightweight finishing spray, it gives the hair megawatt shine, plus UV protection, without a greasy residue or added weight. The brand says you can also spray it on your collarbones, upper arms, legs and décolleté for an instant glow as well.

“This spray is how I finish every look,” says Aaron Grenia, cofounder of IGK Hair Care. “It’s really going to give you that glass finish with high-definition light reflection. It also gives you an extra layer of protection from UV, static and hot tools, and that’s so important in the summer heat.”

Half Magic Sparklestik Eye Crayon ($24)

Dopamine glam in a stick, this new eyeshadow crayon is sure to instantly boost your look and your mood. It’s essentially foolproof, as it’s so easy to swipe on and go, and also versatile. You can blend it in all over the lid or use it as eyeliner. It’s available in six shades and the crowd favorite seems to be a navy-slate color called Punk Pony.

“Sparklestik is the most magical eye crayon you’ve ever used,” says Donni Davy, Half Magic cofounder and head makeup artist for Euphoria. “With creamy, ethereal color and mega-sparkle that glides on, it blends easily with a finger and sets for 12-hour wear. It’s the quickest and easiest way yet to get both color and sparkle on your lids in seconds. It’s the go-to product for a quick everyday look—you don’t even need a brush.”

Pacifica Vanilla Oat Milk Volumizing Foam Shampoo ($11)

We all know vanilla scents are the biggest fragrance trend of the year, so it makes sense that we’d want to smell that way in the shower, too. This vegan foam shampoo not only smells like creamy vanilla, but also helps hydrate and volumize the hair.

With “foam” in its name, you can expect a rich lather to really deep-clean the hair, but not at the expense of stripping natural oils. This is thanks to the brand’s use of nourishing oils along with soothing oat milk.

NuFACE Ionplex Hydra-Gel Power Patches ($55)

The brand that brought us its iconic microcurrent tool—NuFACE is the number-one face tool brand in the U.S.—now has under-eye patches. And unlike other patches, they’re infused with the brand’s proprietary IonPlex, which is an electrolyte infused-blend that enables microcurrents to enter the eye area when paired with the brand’s FIX device. You can wear the patches under your eyes and/or on your eyelids (and you can use the device both places as well).

Other key ingredients include magnesium and amino acids that help revitalize and illuminate the skin to make it look more energized and awake. You can also flip the patches sideways and use them on your smile lines when that area is in need of a little extra hydration and plumping.

iota Superchili Body Mask+ ($45)

“Many of us love the experience of spice from the inside out,” says Monique Meneses, founder of iota. “Eating spice can trigger the release of endorphins and dopamine, making us feel euphoric. I wanted to reimagine that thrilling, sensorial experience from the outside in with a first-of-its-kind body mask treatment featuring one of my favorite spices, Sichuan pepper.”

Meneses tells me that supercritical CO2 is used during the Sichuan pepper extraction process to preserve the integrity of the plant matter. “While the tingly Sichuan pepper in the Mask+ helps lift, there are some clinical studies that point to a reduction in rough texture within 30 minutes of application and long-term efficacy over 30 days,” she explains.

Apply it on clean skin like you would body lotion, focusing on targeted areas like your butt, boobs, thighs and tummy where you may want some extra firming. You’ll quickly feel a slightly icy sensation and then it will gradually become warm, which can last up to 20 minutes.

Matrix Instacure Build-A-Bond Instant Revival Liquid Mask ($30)

All my damaged hair girlies, this one’s for you. Whether you bleach your hair or fry it with hot tools, this liquid hair mask is meant to target “mega damage.” According to the brand, the potent combination of citric acid and squalane works to rebond hair and reverse 92 percent of damage with just one use. Citric acid strengthens hair from the inside out and squalane lends smoothness, softness and shine.

It’s also a great maintenance treatment for porous hair types and textures that tend to look dry, even after using other moisturizing products. We love the liquid texture, which absorbs instantly into the hair. “This treatment will instantly rebuild weak bonds found in bleached hair that tends to be more fragile and prone to dryness,” says celebrity hairstylist Castillo Bataille. “Regular deep-conditioning treatments or hair masks will just help keep your hair hydrated and healthy.”

MERIT Great Skin Priming Moisturizer ($38)

Launching August 22 (you can join the waitlist now), this lightweight, hydrating cream preps skin for makeup as it imparts a subtle blurring effect. If you love the brand’s Glow Serum from the same collection, this moisturizer also features the brand’s Great Skin Complex with peptides, spermidine and barrier polysaccharides to help support skin elasticity, firmness and tone.

“The introduction of Great Skin Instant Glow Serum was a defining moment for MERIT,” says CEO Philippe Pinatel. “It demonstrated that our mission to simplify daily routines was just as relevant in the oversaturated skin-care space. Our cross-category appeal is indicative of the fundamental insight at the heart of the brand: Beauty consumers are overwhelmed and are looking for effective products they can use for years to come. Great Skin Priming Moisturizer’s multitasking benefits and efficacious formula are a direct response to that insight, which will continue to be our north star as we expand our makeup and skin-care offerings well into the future.”

OSEA Undaria Algae Body Wash ($32)

We are big fans of just about everything OSEA makes, but especially the body lotion and body oil, which have the most dreamy textures and effect on the skin. New to the lineup is this body wash, which lets you bring the brand’s seaweed-infused skin-care experience into your shower.

“Undaria Algae Body Wash is seaweed-infused and formulated with plant-based, skin-loving ingredients like aloe and glycerin,” says founder Jenefer Palmer, chief seaweed officer. “It hydrates and helps support your skin’s moisture barrier. Plus it features our iconic citrusy Undaria scent that truly makes your shower feel like a spa!”

Dermalogica BioLumin-C Night Restore Serum ($98)

We’re programmed to associate vitamin C with our morning routines, especially because it helps boost the efficacy of sunscreen. But, this new nighttime serum is designed to restore skin while we sleep, when our skin is in repair mode.

“Both BioLumin-C Night Restore and BioLumin-C Serum contain two highly stable and bio-available forms of vitamin C,” says Heather Hickman, the brand’s vice president of education. “However, BioLumin-C Night Restore also incorporates Advanced Re-Activation Bio-technology. This technology recycles and reactivates the Vitamin C Complex to enhance its potency and improve the penetration of this into the skin. Pro-vitamin D promotes recovery and restoration in the skin by promoting cell proliferation, collagen synthesis and tissue regeneration. It also nourishes the moisture barrier by helping to prevent moisture loss and maintain hydration.”

Olive & June Penny Nail Art Tool ($14)

Leave it to nail guru and brand founder Sarah Gibson Tuttle to create the nail art tool we never knew we needed. Now we have what it takes to recreate some of social media’s trendiest nail art, without a salon appointment. The tool has a silicone base and three interchangeable tips for the ultimate versatility.

The Sponge tip is for creating seamless ombré, gradient and aura looks. The Dotter tip is for creating dot designs or placing gems, sequins and charms. And the Silicone tip is best for creating all types of French and tuxe manicures.

Kate Somerville Mega-A Skin Transforming Serum ($79)

“What makes Mega-A Skin Transforming Serum so special is that its innovative formula delivers unmatched results in firming, smoothing and renewing skin,” says Somerville. “The serum features retinal, the newest form of retinoids, which has been proven to be 11 times more effective than retinol. What sets our retinal apart is the innovative micro-carrier delivery system nested in calcium, which offers a more stable, effective and gentle way to deliver retinal’s skin-care benefits. It is a sustained release, so it provides longer-lasting benefits.”

On top of that, Somerville tells me the retinal is balanced with dual-weight hyaluronic acid for hydration and squalene to kick up the moisture levels. “This leaves the microbiome happy and balanced,” she adds. “In the first four weeks, you will see noticeable improvements in your skin texture, suppleness and overall health. But, many users notice visible results in just seven days! It is truly a game-changing product.”

Karuna Skin Simply Sheer Daily Sunscreen SPF 40 Redness Corrector ($26)

If redness is one of your key skin concerns, this innovative, green-toned mineral sunscreen is a must-try. It blends in without a white residue and color-corrects to make redness disappear. It’s also vegan and fragrance-free, and a great option for irritated or acne-prone skin as well. The addition of centella asiatica helps reduce inflammation in the skin.

“SPF typically can leave skin looking shiny, which enhances if someone has red or dull undertones,” says Linda Wang, founder of Karuna Skin. “I love that we have the Redness Corrector to decrease the look of red in the skin. This formula took many months in development so we can get the perfect coverage, texture and feel!”

Silk’n Titan MultiPlatform ($499)

This cutting-edge device combines three professional technologies—bi-polar radio frequency, low-level laser therapy (LLLT) and infrared energy—to target multiple signs of aging in quick, five-minute sessions.

“We are thrilled to unveil the latest evolution of our Titan skin-tightening device, now featuring an enhanced design that brings unparalleled versatility and efficacy,” says Sandra Cockburn, president of Silk’n North America. “It boasts an innovative dual-head system: a larger treatment area for more efficient and comprehensive coverage on the cheeks, and a smaller, precision head perfect for delicate areas around the eyes. Building on our trusted radio-frequency technology, this advancement ensures that you can achieve a youthful, toned appearance with even greater precision and ease. This launch marks a significant leap forward in delivering salon-quality results in the comfort of your own home, setting a new standard in skin-care innovation.”

Medik8 Crystal Retinal 24 ($135)

“Crystal Retinal 24 is the pinnacle of our retinal strengths, with 0.24-percent encapsulated retinaldhyde,” says Daniel Isaacs, chief product officer and founding partner. In fact, it is now the highest-strength over-the-counter retinal/retinol product on the market (you should only try this if you’re a seasoned retinol user). “Retinaldhyde is a supercharged derivative of vitamin A that delivers rapid youth-boosting results, and an ingredient you need to prioritize in your regimen. As a topical skin-care ingredient, retinal increases skin cell turnover, helping to even out skin texture. But, the molecule can also support your skin’s collagen production to visibly improve fine lines and wrinkles.”