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I always look forward to trying new hair, makeup, and skincare products each month, but this time, I’m especially excited. The new beauty launches for January are seriously delivering—2025 is off to a strong start!
From Rare Beauty by Selena Gomez’s latest to Kylie Cosmetics’ fresh picks, Fenty Beauty by Rihanna must-haves, Patrick Ta’s luxe essentials, and Maybelline’s affordable gems, these products are already standing out.
Whether you’re tackling dry skin, erasing dark spots, or looking to add some shine to your hair, these finds have you covered. I’ve tried so many amazing products and I can’t wait to share my top picks.
Ready to see what’s new and worth adding to your routine? Let’s jump in!
Best New Makeup
Rare Beauty by Selena Gomez Soft Pinch Liquid Contour
Say hello to effortless sculpting with this liquid contour from Rare Beauty, designed to blend beautifully for a natural, flattering finish that defines and warms up your face in an instant.
Shoppers Say: "This is a great and easy to use contour. Blends out very nicely and looks very natural. I like blending it out with the rare blush brush. I layer bronzer over this as well for a more warm look and love the results!"
Maybelline Super Lock Clear Brow Glue
Keep your brows in place all day with this clear brow gel, offering a strong, flexible hold that shapes and tames your brows without any flaking or crunchiness.
Shoppers Say: "Literally the perfect brow gel! a lot of brow glues/gels don't hold up my brows. After a couple of minutes, they would fall down, but not with this one! You can do the laminated look or just add a little bit of product to tame the hairs. Amazing!"
Fenty Beauty by Rihanna You Mist Makeup-Extending Setting Spray
Set your makeup for the long haul with this refreshing mist, keeping your look flawless and fresh all day with a weightless, breathable finish that lasts through anything.
Shoppers Say: "Need this! Favorite setting spray at the moment. It sets in my makeup so well and leaves a really pretty but subtle glow. In my opinion it is like a mixture of One Size and Charlotte Tilbury all in one."
Kylie Cosmetics Natural Blur Powder Foundation
Achieve a smooth, flawless complexion with this powder foundation that blurs imperfections, controls shine, and gives you a natural, airbrushed finish that lasts all day.
Shoppers Say: "I absolutely love this powder foundation! It blurs any pores and makes my skin look flawless. It doesn't sink into any creases and looks so natural all day!!"
Benefit Cosmetics BadGal Bounce Volumizing Mascara
Get ready for dramatic volume and lift with this volumizing mascara, designed to give your lashes that sky-high bounce for a bold, long-lasting look that stays put all day.
Makeup by Mario Hydrating SuperShine Lip Gloss
Pucker up for a high-shine, hydrating finish with this lip gloss, offering plump, smooth lips that stay comfortable all day without any sticky residue.
Shoppers Say: "I saw this on TikTok and had to try. Let's just say I bought 6 of them after my first try."
Patrick Ta Major Headlines Double-Take Cre?me & Powder Blush Duo
Get the best of both worlds with this blush duo, combining creamy and powdery textures for a seamless, buildable flush of color that lasts—plus, with new shades just added, there’s even more to love.
Shoppers Say: "Once you get this blush, you'll never want another. My first thoughts were that they were expensive but also you're kinda getting a 2 in 1 blush and cream so it could be justified. But all of that slipped my mind once I started to use it. It is so pigmented and beautiful yet blendable, everything about it is what I'm looking for in a blush."
r.e.m. beauty Dreamglow Highlight Serum
Glow like never before with this highlight serum, designed to give your skin an ethereal, dewy finish while adding a touch of radiance that’s perfect for layering or wearing on its own.
Iconic London Get Cheeky Face Powder Palette
This glowing blush and bronzer palette is perfect for adding a sun-kissed, radiant finish to your complexion with shades that bring warmth and a pop of color.
Shoppers Say: "Amazing love love it."
Charlotte Tilbury New Year Lipstick K.I.S.S.I.N.G.- Kiss of Mystery
Unleash bold, irresistible color with this lipstick, delivering a creamy, long-lasting finish that enhances your lips with a rich, matte look and a touch of mystery for every occasion.
Shoppers Say: "I am very impressed with this lipstick. The shade is a pinky/mauve which translates as a cool deep shade on my very fair complexion."
Best New Skincare
Numbuzin No.9 Sheet Mask
Target sagging, wrinkles, and double chin with this innovative sheet mask that lifts, firms, and smooths for a more defined, youthful-looking jawline and neck.
Shoppers Say: "Amazing result. This was after one use and I love it! It helped reduce my fine lines and lifted my double chin significantly."
Shani Darden Skin Care Rescue Serum With 10% Azelaic Complex
Target hyperpigmentation, dark spots, and post-acne marks with this rescue serum, packed with powerful ingredients that brighten and even out your complexion for smoother, more radiant skin.
Shoppers Say: "This serum has been a game changer! It helps with uneven skin tone, acne scars, and reduces redness. From the 10% Azelaic Complex, I’ve noticed improvement in my skin – dark spots have faded, and blemishes are less visible. The non-comedogenic formula is perfect for sensitive skin and provides hydration."
Beekman 1802 Micellar Milk Froth Cleansing Gel & Makeup Remover
Cleanse and refresh your skin with this gentle micellar milk, which froths into a soothing lather to remove dirt, oil, and makeup, leaving your complexion feeling soft, hydrated, and perfectly balanced.
Shoppers Say: "Best cleanser I have ever used. I like you can even wash your eye makeup off with it."
ESW Beauty Smoothie Lip Treatment Trio Kit
Treat your lips to a smooth, hydrated finish with this trio of lip treatments, each designed to nourish, exfoliate, and lock in moisture for a soft, plump pout all day long.
Peter Thomas Roth Peptide Skinjection Fill + Fix Under Eye Cream
Brighten and smooth your under-eye area with this peptide-packed cream, designed to reduce puffiness and fine lines, leaving your skin feeling firm, refreshed, and visibly rejuvenated.
Shoppers Say: "My favorite. After being able to use this product over the last two weeks, I was able to see a stunning result every time I use it my under eyes feel a lot more plump and filled, and I don’t look as tired. Definitely recommend."
Tatcha Brightening & Firming Vitamin-C Serum with Ferulic Acid
Illuminate and even out your complexion with this brightening serum, formulated to target dark spots and hyperpigmentation for a radiant, smooth, and glowing skin tone.
Shoppers Say: "I liked the results of this serum on my skin. I noticed a big improvement in the texture of my skin and in the improvement of the acne spots that I sometimes have. It really lightens the spots from my acne"
Laneige Water Bank Gentle Gel Cleanser
Refresh and hydrate your skin with this gentle gel cleanser, designed to remove impurities while locking in moisture for a clean, soft, and balanced complexion.
Shoppers Say: "I LOVE this cleanser! Other cleansers leave my skin tight and dry, but this one is unlike the rest! It really cleanses and refreshes my face like no other face wash has. Highly recommend!"
Best New Hair Products
L'Oreal Elnett Anti-Frizz Slick Back Styling Cream for Flexible Hold
Sculpt and style your hair effortlessly with this creamy formula that provides strong hold, shine, and a sleek, slicked-back look that lasts all day without the crunch.
Shoppers Say: "Seamless, Shine and Flexible Hold. I loved it, absolutely love the texture. The shine on the hair is incredible. Holds for a very very long time."
L'Oreal Paris Glossing Lamination Hair Mask with Glycolic Acid
Revive your hair in just 5 minutes with this glossing lamination mask that deeply nourishes, smooths, and leaves your strands shiny, soft, and full of vibrant, healthy-looking gloss.
Shoppers Say: "Loved it! I did not disappoint, adds shine instantly and my hair was so soft and manageable throughout the week. Will definitely repurchase again!"
Oribe Supershine Moisturizing Hair Cream
Pamper your hair with this luxurious moisturizing cream, designed to hydrate, smooth, and add a brilliant shine, leaving your locks soft, silky, and irresistibly touchable.
Shoppers Say: "Show stopping Shine!! Must get! Oribe Supershine is the absolute best product! Lightweight cream that leaves your hair with a shine that others will stop an ask you 'how do you get your hair so healthy?' you only need a small amount and apply too."
Gisou Honey Gloss Ceramide Therapy Hydrating Hair Mask
Transform your hair with this nourishing honey-infused hair mask that deeply hydrates, strengthens, and adds shine, leaving your locks soft, smooth, and glossy.
Shoppers Say: "It softens and adds lots of shine! It's really great for dry hair in need of hydration without being weighed down. A little goes a long way, and the smell is lovely! I would say it's more hydrating than the original mask and adds more shine."
Best New Body Care Products
Olay Super Serum Body Wash
Pamper your skin with this body wash that hydrates for 24 hours, brightens, and firms with a nourishing 5+ ingredient complex, leaving your skin feeling smooth, luminous, and deeply moisturized.
Sol de Janeiro Delicia Drench Moisturizing Shower Oil for Dry Skin
Indulge in this luxurious shower oil that transforms into a creamy lather, deeply moisturizing your skin while leaving it feeling soft, nourished, and delicately fragranced with a tropical scent.
Shoppers Say: "Dreams do come true. Love, love, love this body wash! The scent and hydration are next level. I was hoping they would make this scent in a body wash and boy am I delighted."
Still shopping for beauty products? This exfoliant is just what you need to unclog pores.
How We Choose
The E! Insider Shop editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews, and use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think our readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not E!. Pricing and availability are accurate as of publish time.