July 2025 has ushered in a wave of innovative beauty products that blend personalization, wellness, and high-performance formulas. From AI-driven color analysis to mood-enhancing body care and radiant highlighters, these launches reflect the industry’s commitment to meeting consumers’ evolving needs.
e.l.f. Cosmetics has unveiled “color e.l.f.nalysis,” a free digital tool developed in collaboration with Pinterest. This immersive experience allows users to upload a selfie, which the tool analyzes to determine their color season based on hue, value, and chroma. The result is a personalized Pinterest board featuring curated e.l.f. product recommendations tailored to the user’s unique complexion. This initiative aims to democratize access to professional color analysis, making it accessible to a broader audience.
Known for its vitamin supplements, OLLY has ventured into the personal care space with the launch of its Mood + Skin line. This collection includes body washes, scrubs, and serums, each formulated with mood-enhancing fragrances and skin-nourishing ingredients. Scents like “Calm” (eucalyptus and amber) and “Bright” (citrusy notes) are designed to elevate the user’s mood while promoting skin health. The products are priced affordably at $13 each and are available nationwide.
Polite Society, the brainchild of beauty veterans Jerrod Blandino and Jeremy Johnson, has released the Highlight Society Powder Gloss Highlighter. This talc-free, vegan highlighter combines the luminosity of a liquid with the ease of a powder, delivering a “glass skin” effect. The formula is designed to provide a radiant finish that enhances the complexion without emphasizing texture. Available in shades like “Social Light,” this product exemplifies the brand’s commitment to clean, high-performance beauty.
These July 2025 beauty launches highlight the industry’s focus on personalization, holistic wellness, and innovative formulations. e.l.f.’s AI-driven tool empowers consumers to make informed choices, OLLY’s Mood + Skin line bridges the gap between skincare and emotional well-being, and Polite Society’s highlighter offers a radiant finish aligned with clean beauty standards. Together, they represent a significant step forward in meeting the diverse needs of today’s beauty consumers.
