Launch List: The Best Makeup Launching in May

By ·
Launch List: The Best Makeup Launching in May featured image

Hundreds of products come across our desks every month, but not all of them deliver on their claims or live up to the hype. (Not everything that goes viral on TikTok is a miracle worker.) This is our exclusive curation of the best-in-class makeup receiving rave reviews from our team and hitting shelves right now.

1 / 10

Victoria Beckham Beauty BabyBlade ($34)

Part of Victoria Beckham’s signature beauty look is a tailored brow, and this microfine brow pencil makes it easy to achieve. It glides onto brow hairs super smooth, just like her Satin Kajal eyeliner does on the lids.

“BabyBlade is the multitasking brow product I have been searching for, and could not find anywhere,” says founder Victoria Beckham. “It has the perfect amount of pigment payoff and long-lasting wear, but in a format that allows you to get the most exact application. I wanted something that could draw the finest individual hairs to fill in your eyebrows. The finished look is so natural, which was exactly our goal.”

2 / 10

Beautycounter Statement Maker Satin Lipstick ($35)

Full-coverage, nondrying color is the name of the game with this new lipstick, which has a super sharp edge so you can flip it around and use it as a lip liner too. For a quick WFH Zoom look, I like to apply it like a liner, smudge it in with my finger and then top it with gloss.

Of the 14 shades, “Independent” is my everyday color, but “Energizing” is so fun for a statement look. I’m a big fan of orangey reds (cool tones don’t look as great on me), and this one is a winner.

The comfy, satiny feeling comes from açai fruit oil, shea and mango butters, and conditioning waxes, and there’s a bit of a sweet scent too, which comes from ECOCERT-certified Madagascan organic vanilla.

3 / 10

Beekman 1802 MILK TINT SPF 43 Tinted Primer Serum ($48)

Skin tints are a huge trend right now, and this three-in-one formula offers a sheer, skin-friendly tint, makeup primer and broad-spectrum SPF 43 protection. It comes in six shades (as pictured here) and you can wear it alone or layer it with your foundation for UV defense and pore-blurring priming benefits. Pro tip: Shake it up before using to make sure the pigments mix well.

Key ingredients include barrier-supporting squalene, antioxidant-rich elderberry and hydrating goat milk, which is the brand’s signature ingredient for nourished skin.

4 / 10

Kevyn Aucoin The Professional Eyelash Curler ($32)

Inspired by the late Kevyn Aucoin’s love for eyelash curlers as an effective technique for making the eyes look brighter and more open, this new tool gives lashes serious curl and suits all eye shapes. “I’m surprised that more women don’t curl their lashes with an eyelash curler….It’se easy to use after a little practice…, and the results are amazing,” wrote Aucoin in his best-selling book The Art of Makeup in 1994.

The pros recommend replacing your lash curler pad (the red piece seen in the picture here) every six to eight months, so the brand created a three-pack of Refill Pads that can be purchased separately for $10.

5 / 10

GXVE Beauty Check My Glow Multi-Dimensional Talc-Free Highlighter ($30)

Founder Gwen Stefani’s cheekbones are always on point, so we’re not surprised the brand’s newest launch is a multifaceted, shimmery highlighter. It comes in three shades to suit all skin tones: Platinum Cowgirl (pink champagne), Homegrown Glow (peach champagne) and Karat Country (golden bronze).

I love that it’s talc-free, non-glittery, and you can use each shade alone, or blend them to get the perfect finish. You can also use them as eyeshadow, and on your décolleté for a major radiance boost on the beach.

6 / 10

Westman Atelier Eye Love You Eye Pencil ($34)

Available in two shades—ultra-rich black and brown—this velvety-soft kôhl formula delivers intense matte color and a precise line, but won’t irritate the sensitive eye area. If you saw how gorgeous Anne Hathaway looked at this month’s Met Gala, she was wearing this liner as part of her ’90s model-inspired look.

“Eyeliner is so simple, but it does wonders,” says brand founder and celebrity makeup artist Gucci Westman. “It can elevate your look with subtle contrast, create drama with precise lines, or even enhance skin with the addition of a few tiny freckles. It’s like playing with volume levels—you control the exact intensity that feels right.”

7 / 10

Urban Decay Hydromaniac Blush Glow Hydrator ($22)

A super-pigmented liquid blush that lasts 24 hours, this formula makes dull skin come alive. The tiny tube will last you forever because you only need a tiny dot on each cheek—believe me—to make an impact. And with six transfer-resistant shades to choose from—bubblegum pink to burnt terracotta—there’s truly something for every skin tone.

If you want to go bolder, use your fingers to dab it in, but for a sheerer, flushed finish, use a brush or a sponge. I also appreciate that the Hydromaniac collection prioritizes skin care, adding glycerin as a key ingredient, as well as antioxidant-rich kombucha filtrate and moisturizing marula oil.

8 / 10

Thrive Causemetics Liquid Lash Volumizer Mascara ($25)

If you know me, you know I am the biggest fan of the brand’s tubing mascara, which focuses on lengthening the lashes and has developed quite the cult following. But now, the brand is answering the call from fans who have been asking for a traditional mascara as well—one that focuses on volumizing.

This vegan, conditioning formula features the brand’s proprietary Power Peptide Lash Booster, which blends three peptides to make lashes look fuller and more lifted. It also comes in black and brown, and brown mascara is trending big right now.

9 / 10

tarte Shape Tape Radiant Concealer ($31)

Tarte’s bet-selling concealer franchise has a new sister, and she’s so pretty! This one is meant to be used on areas that need brightening, such as under the eyes and the high points of the face (it’s not your pimple camo and won’t hide freckles—use the OG Shape Tape for that). It’s lightweight and offers medium coverage, which is trending right now—the no-makeup makeup look is back and bigger than ever.

The formula’s photoluminescent complex converts UV light to blue light to neutralize darkness and create a soft-focus, glowy effect on the skin. Hyaluronic acid keeps skin hydrated; fatty acid–rich seaberry delivers antioxidant protection; and a mix of centella asiatica, vegan collagen and niacinamide help combat redness.

10 / 10

Benefit Goof Proof Brow Powder ($22)

Benefit knows good brows, and this lightweight, buildable pressed powder is the ultimate essential for summertime, as it’s waterproof, sweatproof and humidity-proof, and lasts 12 hours. Trust that your brows will still look good at the end of a long beach day.

It comes in 10 shades to suit just about every single hair color, and it’s called Goof Proof because you can’t really mess it up. Apply it with an angled brow brush, building it up to create the look you’re going for, whether it’s more natural or fully defined. Castor oil is infused into the powder oil as well, so your brows are getting some conditioning benefits as you wear it.

Related Posts

Find a Doctor

Find a NewBeauty "Top Beauty Doctor" Near you

Give the Gift of Luxury

NewBeauty uses cookies for various reasons, including to analyze and improve its content and advertising. Please review our Privacy Policy and Terms of Use for more about how we use this data. By continuing to use this site, you agree to these policies.