Launch List: The Best New Beauty Products Launching in May

Launch List: The Best New Beauty Products Launching in May featured image
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Hundreds of products come across our editors’ 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 beauty products receiving rave reviews from our team and hitting shelves right now.

Our Favorite New Beauty Products This Month

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Sofie Pavitt Face Micellar Cleansing Pads ($24 for 35 pads)

Celebrity aesthetician Sofie Pavitt (she’s been dubbed “NYC’s Acne Whisperer”) has done it again with another launch we love. (Her Nice Ice Frozen Toner Pods won our 2024 Beauty Award.) With standard micellar waters, you have to pour it onto a cotton round or face towel. These fragrance-free cleansing pads come pre-soaked with micellar water, which cuts out that initial step. They also have hydrating benefits, as they’re infused with glycerin and cucumber extract.

“Skip the oil and balm cleansing and reach for micellar water as your first cleanse instead,” says Pavitt. “It removes makeup and sunscreen without leaving a film, and the pads are easy to take on the go.”

BUY NOW – $24

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Charlotte Tilbury Fragrance Collection of Emotions ($150 each)

After a 20,000 person waitlist, this highly anticipated fragrance collection has finally launched. A collaboration with some of the most brilliant noses in the business—IFF’s Anne Flipo, Juliette Karagueuzoglou and Dominique Ropion—these six scents allow you to “spray on a feeling,” as Tilbury says.

The collection leverages IFF’s Scentcube algorithm, which is backed by 40 years of research and more than 5 million data points. Tilbury and team created a variety of ingredient combinations with the goal of boosting different facets of each emotion. “We’re manifesting magic with the power of scent. We’ve bottled up Love, Happiness, Sex, Energy, Empowerment, and Calm, depending on the mood you’re in and what you want in your life. Ask yourself, ‘How do you want to feel today?'” Love Frequency is a woody-floral; More Sex is a musky leather; Joyphoria is a warm floral; Magic Energy is citrus-woody; Calm Bliss is an aquatic-floral; and Cosmic Power is a spicy amber.


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Dyson Supersonic Nural hair dryer ($500)

Another high-tech innovation from Dyson that puts hair health first, Nural uses a new sensor technology to protect scalp health. A Scalp Protect mode reduces the heat from the dryer to 131 degrees Fahrenheit, which the brand says is the optimum temperature for scalp comfort and drying speed. We also love the motion-sensing accelerometer that automatically deactivates the heater and decreases airflow and noise when you are in-between styling passes. (This is similar to the energy-saving feature of the brand’s Airstrait.) There’s also a new Wave+Curl diffuser attachment.

“If you’re able to limit heat damage, you can get a healthier scalp, and healthier hair,” says James Dyson, founder and chief engineer. “Nural has a time of-flight sensor, which recognizes your head and reduces the heat as it gets close to your hair, preventing heat damage to both your scalp and hair. Innovation only comes from investing in research and development. Our obsession to truly understand the root of the problem continues, as we build up some of the most sophisticated hair laboratories in the world.”



4 / 12

MAC Cosmetics Pro Locked Brow Gel ($24)

Brow gel is essential if you want your grooming efforts to pay off and stay in place all day. This new clear one provides 12-hour hold, but still allows your brows to maintain that fluffy, feathery look. The brand utilized a gel polymer technology that’s common in hair-care products to tame brow hairs without drying them out or causing them to flake. (If you’ve had this happen to you, it’s the worst!) Plus, there are only five ingredients in this formula and 93 percent of them are naturally derived.

We love the dual-sided applicator, too. Use the comb to create the shape you want, and then the flat side to press and smooth the hairs if you want a laminated look. A pro tip from MAC: You can also use the gel on sideburns, flyaways or facial hair, making it a versatile purse essential.


BUY AT MAC – $24

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EltaMD UV Clear Deep Tinted Broad-Spectrum SPF 46 ($45)

If you’ve heard all the hype behind EltaMD’s UV Clear sunscreen but the untinted or original tinted version’s didn’t quite do it for your deeper skin tone, this new addition to the collection may be just the perfect fit. The formula was created using a patent-pending blend of iron oxides that allow for a deeper tint, but you can still expect the same SPF performance and lightweight feel.

It’s oil-free and recommended for those with oily and acne-prone skin, but we know people of all skin types who are obsessed (even sensitive skin). It’s also fragrance-free, and it contains 5-percent niacinamide to help reduce the appearance of blemishes and discoloration.

BUY NOW – $45

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Althaea Skin C∙A∙R∙A Multi-Modal Treatment Tool ($350)

A brand-new skin-care line from Beverly Hills, CA dermatologist Ava Shamban, MD, Althaea Skin is rooted in some serious science. There are four products in the collection, in addition to this innovative tool, which combines multiple energies to promote healthy collagen production for a smoother, firmer, more youthful look. 

“CARA utilizes LED—blue and red—light therapy, radio frequency energy and Electro Muscular Stimulation to improve the appearance of fine lines and wrinkles, visibly improve the skin’s clarity and restore the look of facial contours with precision,” says Dr. Shamban. “Althaea Skin ensures a healthy and balanced complexion that transcends traditional skin-care boundaries. As the Greek word ‘ALTHAEA’ implies, this brand is a true healer, offering an innovative approach to beauty and wellness that seamlessly integrates into your daily life.”

BUY NOW – $350

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SickScience PowerCycle Scalp Treatment Serum ($58)

On the heels of the brand’s recent success with its first launch, ShapeShift, a serum for the stubborn area under the chin, comes this pivot to hair care. Another innovation powered by plant exosomes (this time, they are from garlic and wheat), this scalp serum helps generate new hair growth and increase the volume and thickness of existing hair.

In addition to the brand’s exclusive exosome NX35 growth technology, the drug-free serum also contains bioengineered biotin, which SickScience says “works at the molecular level to deliver coded messages that naturally increase hair follicle production in as little as four weeks.” Another exciting claim is that this formula “produces three times more hair growth than leading prescription alternatives.” In a clinical study, 100 percent of users experienced positive results without any significant issues of irritation.

BUY NOW – $58

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RéVive Advanced Lip Perioral Serum Targeted Vertical Line Filler ($125)

“As we get older, signs of aging appear around the lips due to a loss of volume, definition, elasticity and discoloration, especially in women,” says brand founder Dr. Gregory Bays Brown.

This ultra-luxe, first-of-its-kind serum is specifically designed to target these perioral lines and discoloration for younger-looking skin around the lips. It accomplishes this by employing a potent combination of 4-D hyaluronic acid and tranexamic acid. It’s also clinically proven to prevent lipstick bleeding, which is a common issue, especially as the lips age.



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Mustela Essential Care Multi-Purpose Lotion ($28)

If you are pregnant or newly postpartum, add this new multitasking body lotion to cart ASAP. It’s fragrance-free, super moisturizing but absorbs really fast without leaving behind a sticky residue, and the bottle is made of 100-percent recycled plastic.

“This lotion can be used during pregnancy and the postpartum period—it’s also breastfeeding compatible,” says Clotilde Valour-Deleage, director of digital and eCommerce at Mustela. “It helps promote the elasticity of the skin, while preventing stretch marks and helping to correct old stretch marks. The formula is certified-organic with 99 percent ingredients of natural origin, including our key ingredient, upcycled maracuja oil. It offers soothing properties to comfort the skin, reduce itchiness and promote firmness. We’ve also included avocado oil, which is one of Mustela’s signature ingredients. We conducted clinical studies on both pregnant and postpartum women, and results showed that the product prevented stretch marks by 94 percent, and after 84 days of use, it improved the color of old stretch marks by 95 percent.”

BUY NOW – $28

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Facegym x ISAMAYA SCULPT 01 ($60)

One of our favorite places to go when puffiness and dull skin set in, Facegym is the ultimate “facial fitness” treatment to snatch your contours fast. For this new launch—a futuristic facial massage tool—the brand has teamed up with celebrity makeup artist Isamaya Ffrench, founder of ISAMAYA. The applications are abundant, whether you use the comb on your neck for lymphatic drainage, the curved edge to contour your cheeks, or the scalp claw to relieve scalp tension and promote overall scalp and hair health. Or, try a combination of all of the above for the ultimate beauty routine upgrade.

“Together, we’ve harnessed design and technique to create a new tool and technique ideal for preparing the skin before makeup application,” says Inge Theron, founder of Facegym. “Together, they instantly enhance the appearance, promote collagen synthesis and encourage long-term skin and hair health.” Ffrench adds, “I have a deep interest in energy systems and massage, and am an obsessive collector of beauty implements from all over the world. They have become a staple in my makeup routine.” Also, we’ve heard news that there will be body-sculpting tools coming in July!

BUY NOW – $60

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Arey Calm It Down Scalp Serum ($40)

Jay Small, brand cofounder and trichologist, says on-scalp hair dye is one of the most popular chemical processes used both in salons and at home, and 75 percent of women in the U.S. dyeing their hair. This water-based serum was designed to soothe, nourish and cool the scalp after exposure to hair dyes, relaxers or other chemicals.

“The chemicals in these products can cause irritation and oxidative stress to the scalp, impacting both current and future hair health,” Small explains. “As a hairstylist for the last 22 years, I’ve seen firsthand the effect of dye on both the scalp and hair. Calm It Down is the first clinically effective post-hair dye scalp serum to reduce redness and irritation and help counteract oxidative stress. For decades, we’ve been dyeing hair and only conditioning the ends afterward. This serum is changing the game, supporting scalp and hair health by delivering our patent-pending blend of antioxidants, extracts and peptides with every application.”

BUY NOW – $40

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Bio-Therapeutic bt-sculpt ($392)

Get a full facial-sculpting treatment in as little as six minutes with this new innovative device, powered by the brand’s patented, pre-programmed Suzuki Sequencing. According to the brand, this science and technology is the result of 50 years of expertise within the microcurrent landscape. The device uses four patent-pending K4iTEK self-tensioning probes that provide the ideal amount of kinesthetic lift. It’s also dynamically calibrated 1,024 times a second to ensure consistent current delivery to the skin.

“With over 30 design iterations and five years of engineering, we are incredibly proud to introduce the new bt-sculpt,” says David Suzuki, CEO of Bio-Therapeutic and licensed skin therapist. “An ideal gateway into microcurrent services, it brings the most advanced technology into home-care regimens, providing an optimal level of facial lifting with minimal time and effort.”


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