7 January Launches that Signal the Future of Beauty in 2021

7 January Launches that Signal the Future of Beauty in 2021 featured image
Merit Beauty

As we look to the future, we may have a different perspective this year in terms of our beauty needs. Adopting an 8 or 10 step skin-care routine may seem a little frivolous now and our makeup requirements have been slightly adjusted with the advent of daily mask wearing and back-to-back Zoom calls. These seven new launches are a good indication of the direction we are going and how brands are answering the call for what we’ll rely on the most in our new normal.

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A Minimalistic Routine

Merit Beauty founder Katherine Power, who also founded Versed Skin Care, said she decided on the name because she wanted to create a line that was so good it warranted space on our vanities. The result, a line of seven clean, sustainable, easy to use products designed to make it easy to throw your face on in just 5 minutes. While all seven are standouts on their own—the Minimalist Perfecting Complexion Stick ($38) and No.1 Blending Brush ($30), the Flush Balm Cheek Color ($28) and the Shade Slick ($24) are all must-haves to keep in your purse at all times.

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Good, Clean Fun

Bringing the same playful textures and sweet designs as their bestselling glimmery and flowery PH balms, Winky Lux enters the skin-care category with 10 new products vegan, cruelty free and eco-friendly products. From the Wakey Wakey Eye Cream ($25) that instantly brightens while it hydrates to the Orange You Bright Exfoliator ($28) and the Fizz and Glow Face Mask ($25), all of the products in the line are gentle enough for sensitive skin and suitable for all age groups.

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A Clear Focus

For Spring 2021, the eyebrow goddess herself knows that we’ve paired it all down, even the brows. The new Iced Out collection includes Brow Freeze ($23), a clear brow wax that is strong, long-lasting and keeps your brows in shape without a hint of color. The Iced Out Highlighter ($34) and clear lip glosses in Crystal and Diamond help give a dewy, celestial glow to help you shine brighter on your video conference calls.

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Nature Made

Naturally-derived ingredients is the name of the game and Philosophy released two new options in their “nature in a jar” line, a Skin Reset Serum ($58) with natural retinol alternative backuchiol, and a Balm Mask with Wheatgrass ($39). Both are formulated without fragrances, artificial dyes and have a a natural origin ingredient index of more than 95%. 

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A Sustainable Approach

When MOB Beauty cofounder Victor Casale set out to create a new makeup line after serving as the managing director of research and development at MAC and the co-creator of CoverFX, he and his team knew they didn’t want to comprise on formulas or his commitment to reducing a carbon footprint. Built around the concept of customizable makeup palettes, the cases are designed to hold everything from the line’s clean formula Eyeshadows ($18) and Blush ($25) to Highlighters ($25) and Bronzers ($25) in one reusable compact. All packaging is made using post-consumer recycled materials and can either be recycled or composted at home.

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Gender-Neutral Skin Care

Skin care is really for everyone and MBX (formerly Memebox and makers of K-beauty brands I Dew Care, Nooni, Kaja, I’m Meme, Pony Effect) bring their gender neutral, clean, vegan skin-care brand OTZI (pronounced Oat-zee) to Sephora as part of the retailer’s Clean at Sephora program. With a lineup that includes the C-Drip Brightening Serum ($35), Multi-Acid Drip Resurfacing Serum ($35), and the lightweight Hydro Crystal Gel Moisturizer ($28), OTZI has created an easy to follow routine anyone, anywhere can easily adopt.

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Affordable Luxury

Influencer Mindy McKnight launched Hairitage in 2020 and just a year later the brand is expanding with 18 new products. Her goal, says the mother of four, was to create quality, luxurious products that you can use on any hair type for an affordable price. With a variety of products that meet a myriad of hair care needs—like The Rice is Right Rice Water Hair Rinse, the Color Check Color Care Shampoo and Conditioner and the Restart Button Scalp Exfoliator—all coming in under $8, it’s safe to say she hit the nail on the head.

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