The beauty industry is buzzing this month with innovative product launches that blend technology, wellness, and high-performance formulas. From AI-powered tools to mood-enhancing body care, here are the standout releases making waves in July.
e.l.f. Cosmetics has introduced “color e.l.f.nalysis,” a free digital tool developed in collaboration with Pinterest. This AI-driven platform allows users to determine their ideal color palette by analyzing their hue (warm or cool), value (light or deep contrast), and chroma (bright or muted). By simply uploading a selfie, users receive personalized makeup shade recommendations tailored to their unique features.
The tool also generates a customized Pinterest board filled with shoppable e.l.f. products that align with the user’s color season. This initiative aims to democratize access to professional color analysis, making it accessible to a broader audience without the need for costly consultations.
Known for its popular gummy vitamins, OLLY is venturing into the personal care market with the launch of its Mood + Skin collection. This new line includes body washes, scrubs, and serums designed to support both skin health and emotional well-being.
Each product in the collection is formulated with mood-enhancing fragrances backed by neuroscience. For instance, the “Calm” variant features eucalyptus and amber scents to promote relaxation, while “Bright” offers an uplifting citrus aroma to energize the senses. The products also contain ingredients aimed at repairing the skin barrier, providing a holistic approach to self-care.
Polite Society, the beauty brand founded by industry veterans Jerrod Blandino and Jeremy Johnson, has released its latest product: the Highlight Society Powder Gloss Highlighter. This highlighter is formulated with mirror-like pigments to deliver a luminous, lit-from-within glow.
The product is designed to enhance the complexion, providing a radiant finish that complements various skin tones. Its blendable formula allows for buildable coverage, making it suitable for both subtle daytime looks and more dramatic evening styles.
July 2025 brings a wave of innovation to the beauty industry, with brands like e.l.f. Cosmetics, OLLY, and Polite Society leading the charge. These launches reflect a growing trend towards personalized, wellness-focused beauty solutions that cater to the diverse needs and preferences of consumers.
