In its July roundup, Marie Claire spotlighted 17 of the most exciting beauty launches this month—innovative products that combine radiant color, skin-loving hydration, and playful, multitasking ease for summer beauty routines.
Among the standout picks is Victoria Beckham Beauty’s Colour Wash Blush. This new water-based tint in shades like “Flushed” delivers a sheer, buildable watercolor-style effect that mimics a real-life flushed glow. Powered by activated French seawater, coconut fruit water, and fruit extract rich in vitamin C, the formula hydrates while seamlessly staining the cheeks, lips or eyes. The slow-setting application allows for easy blending before it dries into a long-lasting, natural stain.
Danessa Myricks’ Colorfix Stix, released June 30 to celebrate the brand’s tenth anniversary, reinterpret the original liquid Colorfix into dual-ended water-gel sticks. Each stick offers a bold metallic shade paired with a complementary foil topper and features a cooling dome applicator for crease-resistant, budge-proof color. The formula works across eyes, lips, cheeks, and inner-corner highlight without the need for brushes.
Summer Fridays also enters the spotlight with a creamy blush praised for its ultra-hydrating, buttery formula that blends effortlessly with fingers. It delivers a soft, glowy finish, reflecting the ongoing shift toward skincare-infused makeup that simplifies application and elevates skin health.
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Other products editors loved include Kosas’s Soulgazer Mascara, known for glossy, lash-enhancing effects that define without clumping. Dyson’s Airwrap Co‑Anda 2x styler continues to impress with its fast, effective performance in hair styling. And Drunk Elephant’s new shimmer serum blends hyaluronic acids and peptides with fine shimmer for luminous, glass-like skin in a single step—perfect for achieving radiant results with minimal effort.
These launches underscore the growing consumer demand for multifunctional beauty products that combine cosmetic and skincare benefits. Lightweight textures that hydrate, glossy finishes, buildable pigments, and intuitive, no-mess application are dominating the summer 2025 beauty scene.
Beauty brands are continuing to prioritize formulas that do more than one job—tinting, moisturizing, smoothing, and highlighting all at once. Whether it’s a blush that mimics real skin tone variation or a shimmer serum that moisturizes while catching the light, these products offer high performance with minimal steps.
This trend also mirrors broader changes in consumer preferences. Shoppers are seeking out hybrid products that not only look good but feel good on the skin. There’s a clear preference for beauty that is playful yet sophisticated, with clean ingredients and innovative textures taking center stage.
As summer continues, these product launches are poised to influence makeup bags across the country. Editors and influencers alike have already started incorporating these items into their everyday routines, praising their ease of use and professional-quality results.
Looking ahead, beauty experts expect this momentum to carry into the fall, with brands doubling down on dual-purpose formulas and products that blur the lines between skincare and cosmetics. Whether it’s for travel, daily use, or a simple upgrade to existing routines, these July launches mark a clear evolution in how beauty is being experienced and enjoyed in 2025.
