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Launch List: The Best New Makeup Launching in August

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Launch List: The Best New Makeup Launching in August 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 products receiving rave reviews from our team and hitting shelves right now.

1 / 5

Too Faced Born This Way Ethereal Light Concealer ($29, launching August 2)

When I heard Too Faced was launching a new concealer, my first thought was why, because how can you top the Born This Way Multi-Use Sculpting Concealer that has become a holy grail for so many? BUT, I realized not everyone wants or needs a full-coverage formula like that one—it doubles as foundation for me—and this new launch is very different.

First, the texture is lighter, with a serum-like consistency that feels more flexible on my skin (it contains squalane, aloe, argan oil, hyaluronic acid and coconut water), and it’s medium coverage, not full. Second, it lasts for 24 hours versus 12, and it’s waterproof and sweat-resistant, making it a perfect pick for humid summer weather and beach days. And lastly, it comes in 18 shades rather than 35. I spoke to Elyse Reneau, executive director of global beauty for Too Faced, and she said “the 18 shades are completely inclusive because the formula is so flexible.”

“You can put it anywhere you want to add light,” Reneau adds, noting that she loves the concealer’s pointed doe-foot applicator. “I love using it at the temples to add volume, highlighting the top of the nose and Cupid’s bow, and adding strategic, ethereal, beautiful light to the face. If you’re wondering which shade to get, we also have really cool shade-matching tools on our site.”

2 / 5

Benefit Cosmetics Gimme Brow+ Volumizing Pencil ($25)

I remember when Gimme Brow launched in 2016, before anyone knew what fiber gels were, and now the brand its prized franchise with an offering in the volumizing category. “Over 75 percent of new brow product users gravitate toward pencils—it’s a very familiar thing,” says Benefit’s global brow expert Jared Bailey. “We blended finely milled powder with a mix of cotton silk tree fibers, and weighted and balanced them to give the right amount of fiber and powder payoff. The pencil gives shape and definition, but also that 3-D quality that’s so important for creating believably natural-looking brows.”

You can apply it classically, sketching over your brow, or Bailey says you can “go where your brow is the least dense, and ruffle the pencil underneath your brow hairs and work it toward the inner corners. The oils in your skin attract the powder like a magnet. There are no other brow pencils with fibers on the market.” Another pro tip I’ve learned over the years that Bailey is also a fan of: Brush your brow hairs up with a spoolie (there’s one included on the opposite end of the pencil) first before penciling in so you can identify where the sparse spots are and only add where it’s needed.

“It’s also 12-hour waterproof, transfer-proof and smudge-proof—we’re never gonna launch a brow product you have to reapply at lunch time,” adds Bailey.

3 / 5

DIOR Forever Natural Velvet Powder Foundation ($60)

Dior has relaunched a couple different products in its Forever collection so far this year, and now comes its beloved compact powder foundation. Available in 16 shades, this new version still has the sponge we all love—velvety on one side and spongey on the other; press it into your skin rather than rubbing it on—but the upgraded formula has a 24-hour long-wear claim and is heat- and humidity-proof.

Created by Dior’s creative director and makeup mastermind Peter Philips—he did two years of testing to reach these goals—the powder feels buttery in the compact and feather-light on the skin, giving matte coverage. The packaging is also revised with a more sustainable approach, as it’s refillable and free of plastic laminates and magnets to improve recyclability.

4 / 5

Real Techniques Reusable Eye Shields and Swabs Kit ($10)

Since the pandemic, I can count the number of times I’ve worn eyeshadow on two hands, but when I do apply it, I always wear under-eye masks to prevent fallout on my skin and I use both ends of at least two cotton swabs. This kit makes the process so much more eco-friendly with reusable eye “shields” that also act like masks if you apply eye cream underneath and let it sink it while you do your eyeshadow, and swabs.

I like to dab the swabs in micellar water before using so they don’t tug on my skin (like I would a cotton swab) and they make for the perfect tool to define winged liner, clean up edges and mishaps, and cut your crease. Just rinse with makeup brush cleaner or soap and water after use, and nothing ends up in the trash.

5 / 5

Merit The Minimalist Perfecting Complexion Stick ($38)

Though not a new product, this news is worth including because technically it’s a new stick. Since its launch in early 2021, Merit’s creamy foundation-concealer hybrid has become its best-selling product, but fans wanted more: more product. Based on customer feedback, the brand has re-engineered the complexion perfecter’s design to include 1.7 times more product, but the price stays the same. Who doesn’t love that?

The sleek, beautiful packaging got an upgrade too: Merit improved its “internal mechanisms to prevent bullet fallout and made it easier to tell which end to open.” (This is something that definitely bugged me about the OG—I always chose the wrong end!) Regardless, I’ve been a superfan of this stick since the get-go—it also won our 2021 NewBeauty Award—and I’m even more excited for everyone to get their hands on this newbie.

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