It might be the shortest month of the year, but February is arguably the most exciting. It’s a jam-packed 28-day sprint of award season red carpets, fashion week runway shows, and of course, the Super Bowl game and halftime show. Pop culture moments aside, your favorite beauty brands have also been working overtime because virtual and physical shelves are flooding with exciting launches. So if you’re feeling rundown from attending events, keeping up with all of them online, or the mid-winter weather has you feeling down, February 2025’s best new beauty products are the perfect pick-me-up.
If your skin is in need of a reset after too many late nights or braving the seasonal elements, you have a number of options. Shark just launched its first skin care device, an under-eye cooling LED mask, that’s great for a self-care night, while Sisley Paris’ latest innovation is a soothing moisturizer for sensitive (read: weather-worn) complexions. You can also incorporate more skin care into your makeup routine. Glow Recipe’s serum blush has actives that work to even skin tone and Ciele’s liquid highlighter offers SPF 50 protection. (Yes, you still need sunscreen in the winter.)
Ahead, TZR has compiled the most exciting beauty product launching this month across skin care, makeup, hair care, and body care. Warning: It’ll be impossible to pick just one as a little mid-winter treat to yourself.
February 2025 Skin Care Launches
Best New Moisturizer
Omega Rich Moisturizer
For those with acne-prone skin, rich moisturizers are a recipe for another breakout. That’s why Sofie Pavitt, an esthetician known as “NYC’s acne whisperer,” made a non-comedogenic intensely hydrating, barrier-supporting cream that adds a dewy finish to your complexion — not pimples.
Sofie Pavitt Face –Best New Essence
Brightening Saffron Essence
On top of soothing and calming skin, Ranavat’s milky essence harnesses Ayurvedic ingredient saffron to help brighten your complexion.
Ranavat –Best New Brightening Serum
Dark Spot Correcting Serum
It might not feel like it now, but warmer days are just around the corner. This means your spring/summer skin prep should start now. Revive the glow you lost during winter with this dark-spot vanishing serum from 111Skin. It’s powered by tranexamic acid and niacinamide to help minimize hyperpigmentation and even skin tone.
111Skin –Best New Face Mask
CryoGlow Cooling & LED Face Mask
Why go to the spa when you have multiple treatment options at home, thanks to Shark’s first skin care device. The FDA-cleared mask combines red and blue LEDs, deep-penetrating infrared, and under-eye cooling for the ultimate at-home facial. You can choose from four pre-set treatments that target specific areas of concern (acne, aging, dullness, and under-eye cooling for tightening and de-puffing), and even track your progress on the device’s remote.
Shark –Best New Moisturizer For Sensitive Skin
Sensitive Skin Soothing Care
Whipping winter wind, harsh exfoliants, fragrance laundry detergent. These are a few triggers that can set off sensitive skin. Whatever the reason behind your itchy, tight complexion, Sisley’s new moisturizer is designed to help. It reduces redness and replenishes skin, and over time, will help strengthen your barrier to prevent further discomfort.
Sisley Paris –Best New Firming Serum
Abeille Royale Youth Watery Oil Serum
Like a fall glass of water for your complexion, your skin will drink up this serum by Guerlain. Beyond the non-sticky finish, the hydrating, honey-powered formula boasts as slew of additional benefits, such as firming, plumping, and a radiance boost.
Guerlain –Best New Sunscreen
UV Skin Recovery SPF 50 Red Color Correcting Sunscreen
Whether you experience rosacea flareups or you just got a brightening laser treatment, EltaMD’s latest sunscreen innovation is made with a built-in color corrector that minimizes the look of reddness and inflammation while protecting your skin with an SPF 50 physical filter. The formula is also infused with soothing, nourishing skin care ingredients like ceramides and centella asiatica that work to restore and repair the skin barrier to prevent future sensitivity.
EltaMD –Best New Eye Cream
Line Smoothing Eye Cream
Deinde’s overachieving eye cream hydrates the delicate eye area while also improving the look of fine linkes and wrinkles over time with continued use.
Deinde –Best New Sheet Mask
The Hydrogel Face Mask
Whenever your skin is in need of a reset but you can’t squeeze in a facial, reach for Augustinus Bader’s hydrogel sheet mask instead. The treatment is powered by the brand’s proprietary regenerating TFC8 complex to help plump, hydrate, and even skin tone.
Augustinus Bader –Best New Plumping Serum
Liquid Peptides Advanced Face Serum
Peptides continue to trend because the active ingredient is effective at treating common age-related concerns like fine lines, wrinkles, and loss of volume with minimal risk of irritation. If you’re looking to level-up your use of peptides, Medik8’s latest serum is powered by an extra-strength blend that helps firm and plump your complexion.
Medik8 –Best New Facial Self-Tanner
Sunlit Skin Bronzing Tint And Self Tan Face Serum
Don’t have any PTO planned before winter is over? Fake a mid-season tropical getaway with St. Tropez’s latest self-tanning innovation. This serum adds a soft sun-kissed glow in just one hour, and fully develops into a medium tan in three hours.
St. Tropez –February 2024 Makeup Launches
Best New Eyeshadow Stick
Eye Stylus Shadow Stick
While Ilia’s eyeshadow sticks are inspired by Renaissance artwork, you don’t need to be an artist to use them. The creamy formula glides on like a breeze and can be blended out with your fingertip or a brush. What’s more, you can use the side of the angled tip to use it like a liner. Available in 20 matte and shimmer shades, including this seafoam one which was seen on the Collina Strada F/W ‘25 runway, they can be worn solo or mix and matched for a custom look.
Ilia Beauty –Best New Powder Blush
SuperSuede Powder Blush
Hyper-flushed, Sabrina Carpenter-like cheeks are just a few swipes away with Saie’s powder blush. The super smooth formula is infused with hydrating squalane, glycerin, and hyaluronic acid to ensure a long-lasting seamless finish.
Saie –Best New Concealer
Double Wear Stay-in-Place 24-Hour Concealer
As the companion to the brand’s iconic Double Wear Foundation, this multitasking, long-wear concealer has a soft focus matte finish that blurs imperfections with a second-skin finish, thanks to hydrating and oil control ingredients. It comes in 30 shades, which you can tailor to how you’re going to use. Opt for a lighter one to highligh and a deeper one to contour.
Estée Lauder –Best New Highlighter Stick
Futuredew Solid
Add a dewy sheen exactly where you want it with the stick format of Glossier’s beloved glow-boosting oil-serum hybrid.
Glossier –Best New Liquid Blush
Watermelon Glow Niacinamide Dewy Flush
It’s only a matter of time before this new addition to Glow Recipe’s Watermelon Glow line goes viral. Part skin care product part blush, both the pink and berry shades leave a natural-looking flush on the cheeks, but they also make your skin more radiant and even. The formula is packed with serum-levels of actives including niacinamide to brighten dark spots and hyperpigmentation.
Glow Recipe –Best New Eyeshadow Palette
Eye Wardrobe
Back and better than ever, Victoria Beckham Beauty’s revamped eyeshadow palettes contain curated sets of four shades in various finishes to create custom looks. Better yet, the chic signature tortoiseshell compacts are now refillable.
Victoria Beckham Beauty –Best New Lip Serum
Glaze Craze Tinted Lip Serum
Chapped lip season is in full swing, so Laneige’s serums couldn’t be arriving at a more opportune time. They come in four everyday glossy tints, and each one is stacked with nourishing, replenishing ingredients for smoother, plumper lips.
Laneige –Best New Liquid Highlighter
Glow & Protect SPF 50+ Liquid Highlighter
Achieving an elusive lit-from-within glow is simplified with Ciele’s easy-to-apply highlighter. The liquid formula blends into skin seamlessly for a natural finish and even offers SPF 50 coverage for an extra boost of protection.
Ciele –Best New Lip Tint
Grip Stick Tinted Lip Treatment
This new makeup brand creates products that are more accessible to use for those with mobility issues. The Grip Stick is a glossy hydrating lip tint that comes in a patented grippy case that’s easy to grasp and hold while swiping it on.
Tilt –February 2025 Hair Care Launches
Best New Scalp Treatment
Serene Scalp Densifying Treatment Spray
A balanced scalp is vital for growing strong, healthy har, but many oils, scrubs, and serums can be messy and unpleasant to use. That’s what makes Oribe’s treatment spray so noteworthy. On top of quick and easy application, it plumps roots so thin hair appears thicker plus promotes healthy regrowth.
Oribe –Best New Texture Spray
Dry Texturizing Spray
The secret to those lived-in wavy red carpet hairstyles isn’t sleeping in, but a solid texture spray. This one from TRESemmé’s new A List collection adds volume and texture without weighing hair down with chalky residue. Bonus: It has the most addicting vanilla and sandalwood scent.
TRESemmé –Best New Flat Iron
Chronos Max
This iteration of ghd’s celebrity stylish-favorite flat iron features wider plates so you don’t have to run multiple passes over thick, curly, and long hair during your style session. While the size of the tool might vary, it offers the same temperature control as the original to prevent heat damage and dryness.
ghd –Best New Hydrating Treatment
All-In-1 Nourishing Spray
So much more than a hair-softening leave-in conditioner, Herbal Essences’ spray also blocks frizz and protects strands from heat damage up to 450 degrees Fahrenheit.
Herbal Essences –February 2025 Body Care Launches
Best New Body Lotion For Smooth Skin
Sacred Body Lotion
Turn the average shower into a self-care moment by slathering on Keys Soulcare’s latest body care creation. The fast-absorbing formula is loaded with nourishing, skin-smoothing ingredients like chia seed oil and glycerin, and comes with the brand’s signature calming sage and oat milk scent.
Keys Soulcare –Best New Whole Body Deodorant
Whole Body Deo Cooling Spray
Whether you have a number of errands to run or an intense workout booked, Dove’s convenient whole body deodorant spray will keep you feeling fresh for all of it. It goes on undetected so your clothes won’t get stained and offers odor protection for up to 72 hours.
Dove –Best New Body Wash For Dry Skin
The Calmer Ceramide Body Wash
Soft, smooth skin from the neck down starts with the body wash you use to rinse off in the shower. This one from Naturium is perfect for mid-winter because it’s made with ceramides, colloidal oatmeal, allantoin, and cocoa butter to soothe, restore, and comfort dry, itchy skin.
Naturium –Best New Body Mist
Vanilla Velvet Power Essence Body & Hair Fragrance Mist
In case you’re not on TikTok, body mists are back. However, today’s options are way more elevated than what you used to use in high school. Take this one from the internet’s favorite hand sanitizer brand, for example. It’s an ultra-fine mist that can be applied to your skin or hair, and comes in a range of sophisticated scent options, including a warm and spicy vanilla gourmand.
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