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 beauty products our editors can’t stop talking about right now. From MERIT’s first tubing mascara to Aveeno’s first vitamin C serum, here’s the inside scoop on the latest launches for July (and stay tuned for more to come throughout the month!).
The Best New Beauty Products in July 2026
Armani Beauty Dolci Makeup Blush ($39)
This is the kind of hybrid formula that makes you rethink cream blush. The innovative balm melts into skin before transforming into a soft-focus, powder-like finish that blurs without looking flat or chalky.
Available in five buildable shades inspired by Italian desserts, it layers seamlessly over liquid, cream or powder makeup for a pretty flush that lasts all day, whether you prefer a barely there wash of color or a more sculpted, statement cheek.
Our editorial director, who has pale, redness-prone skin, found that it smoothed her complexion and made her natural flush look intentional rather than blotchy. Read more in her review of the Armani Beauty Dolci Makeup Blush.
Farmacy Green Clean Juicy Gel Cleanser ($32)
Farmacy's beloved Green Clean franchise is expanding with a new addition that transforms from a cushiony gel into a silky lather with a fresh tropical scent. Powered by coconut water, moringa, upcycled mango extract and prebiotic inulin, it melts away makeup, SPF and daily buildup with ease while helping maintain the skin barrier. Skin feels clean, hydrated and comfortably balanced—never tight or stripped—with a healthy-looking glow.
Kristin Ess High Gloss Heat-Activated Spray ($15)
If glossy, glass-like hair is your goal, this new styler deserves a spot in your routine. Spray it onto damp hair before blow-drying or heat styling to smooth frizz, boost shine and protect strands from heat damage in one step. Rather than leaving hair coated or weighed down, it activates with heat to create a sleek, reflective finish (via the brand’s Shine Lock Technology) that looks healthy—not greasy. It's the perfect finishing touch (and it smells amazing) for bouncy blowouts, polished straight styles and any look that calls for next-level shine.
MERIT Clean Volume Mascara ($28)
MERIT is jumping on the tubing mascara train (my favorite) with this new launch that perfectly embodies the brand's minimalist beauty approach. Available in both black and brown, the Japanese-made tubing formula delivers buildable volume without sacrificing definition or feeling heavy, and the “petite precision brush” prevents clumping. And, in true tubing fashion, it’s designed to resist smudging, sweat and humidity all day, yet rinse away easily with warm water when you’re ready to take it off.
RoC Retinol Correxion Line Smoothing Triple Serum ($38)
Known for making dermatologist-backed retinol both effective and accessible, RoC continues its anti-aging legacy with this new multitasking serum. Infused with more than 1,000 microcapsules filled with retinol, hyaluronic B5 jelly (hyaluronic acid and vitamin B5) and PDRN, the lightweight, fragrance-free formula helps visibly soften fine lines, smooth uneven skin texture and deliver lasting hydration in one step. Designed to be gentle enough for daily use, it leaves skin looking firmer, plumper, more radiant and overall more youthful.
Alo Beauty Bio NAD+ Recovery Eye Mask ($55 for a pack of six)
Feeling hot and puffy after a workout class? Keep these new cooling under-eye masks in your gym bag. Rooted in cellular science and powered by Bio-NAD, caffeine and niacinamide, the nonslip hydrogel masks target signs of fatigue while deeply hydrating to smooth, depuff and brighten. “Eye masks are no longer just about function; they’ve become a quiet signal of a wellness-first lifestyle that represents a larger shift toward rest, recovery and presence as modern luxuries, ” says Summer Nacewicz, executive vice president of marketing and creative for Alo.
Dionis Aluminum-Free Goat Milk Deodorant Stick ($18)
Known for its rich goat milk–powered body care, Dionis brings the same skin-loving philosophy to underarm care with this new aluminum-free deo. The baking soda-free formula pairs nourishing goat milk with shea butter and coconut oil to keep underarms soft and comfortable while zinc ricinoleate and triethyl citrate neutralize odor. It glides on clear without staining clothes and smells so good (it comes in three scents; plus fragrance-free), and is a great pick for anyone with sensitive skin who craves effective freshness without irritation.
Clarins Double Serum Eye ($86)
A reimagining of the brand’s best-selling eye serum, inspired by the cult-classic Double Serum for the face and seven years of longevity research, this upgraded formula takes a dual approach to reducing signs of aging. Two key ingredients—marjoram and turmeric extracts (the brand analyzed 908 different plants)—target two types of aging in the eye contour area: epigenetic aging (lifestyle choices and environmental impacts) and chronological (natural) aging.
In just two weeks, the brand says “Double Serum Eye reduces the impact of epigenetic aging on the perceived age of the eye contour by one year.”
medicube Rosemary PDRN Damage Care Hair Mask ($27)
This intensive weekly treatment was created for dry, overprocessed hair that needs serious repair. The formula combines liposome-encapsulated PDRN with rosemary extract, a blend of 31 amino acids and proteins—including hydrolyzed keratin and collagen—and a five-ceramide complex to strengthen weakened strands, smooth the cuticle and restore softness. Multiple forms of hyaluronic acid also help replenish moisture, leaving hair silkier, glossier and noticeably more resilient after just one use.
Lancôme Teint Idole Shape Stick ($46)
Available in 24 shades, this multi-use, squalane-infused complexion stick blurs, sculpts and evens out skin tone in one swipe with a creamy, buildable formula. Whether used as foundation, concealer or bronzer, it delivers medium, natural-looking coverage with a soft-focus finish that helps minimize the appearance of imperfections.
Shark Beauty Shark FlexStyle IonCurl ($349)
The newest addition to Shark Beauty's best-selling FlexStyle lineup, the four-in-one FlexStyle IonCurl is designed for anyone who wants faster drying and longer-lasting curls without sacrificing their hair health (the brand has a signature no-heat-damage promise). Featuring new Ion Smooth technology to tame frizz and boost shine and CoandaBoost technology for a tighter wrap and more defined, bouncier curls, it's the brand's most powerful hot air multistyler yet.
Aveeno Positively Radiant Vitamin C Serum ($21)
A glow-boosting staple for sensitive skin, this lightweight serum combines brightening stabilized vitamin C with the brand's signature soothing oat to help visibly improve dullness, even skin tone and enhance radiance without overwhelming delicate complexions. It's an easy, everyday serum for anyone seeking a brighter, healthier-looking complexion with minimal irritation.
eos Dewy Lip Shine ($10)
Combining the nourishing comfort of a lip balm, the mirror-like shine of a gloss and a buildable wash of color, this cushiony formula glides on effortlessly for hydrated, juicy-looking lips. Available in five gourmand-inspired shades, from Strawberry Milk and Peach Fizz to Jelly Donut, Dirty Chai and clear 'Nilla Glaze, each delivers a delicious scent and just the right amount of shine, whether worn alone or layered over your favorite lip liner or lipstick.
Laura Geller Beauty Root Touch Up Hair & Brow Concealing Cream & Powder ($34)
The brand’s first-ever hair-care launch, this dual-ended touch-up stick pairs a pigmented cream to conceal grays and sparse areas with a matching powder to set and blend for a soft, natural finish. Created with women 40-plus in mind, the lightweight, smudge-resistant formula can also be used on the brows (it’s great for men’s beards, too!) and comes in five shades.
RéVive Skincare Renewal Rescue Elixir Light Oil ($310)
The brand’s cult-favorite Overnight Renewal Oil has been upgraded with a lightweight gel-oil texture that’s a luxurious treat for dry, stressed skin. Designed to restore radiance and replenish moisture, the formula is powered by a blend of HPR, high-performance oils, four hyaluronic acid derivatives and the brand’s proprietary RV Renewal Peptide to help improve the look of fine lines, smooth rough spots and support a healthy-looking skin barrier without leaving a greasy finish. In fact, the brand says the oil “visibly reduces six types of wrinkles within eight hours.”
Brand founder Dr. Gregory Brown says, “As skin matures, it doesn't just lose moisture; it loses essential lipids. This oil was created to replenish what the skin can no longer produce on its own and support overnight renewal.”
Jenny Patinkin The Big Reveal Fluff and Hold Volumizing Mascara ($29)
Makeup artist and founder Jenny Patinkin’s first-ever mascara proves that brush design can make all the difference. Created with small, hooded and mature eyes in mind, the precision-curved wand hugs hard-to-reach lashes, making it easy to lift, define and build volume from root to tip with serious control. The lightweight, thickening formula creates fuller-looking lashes without clumping or smudging, delivering a wide-awake effect that flatters every eye shape.
Aveda One For All Leave-In Elixir ($36)
If your hair routine is starting to feel like a 10-step skin-care regimen, this may be the multitasking hero you've been waiting for. The lightweight spray packs 25 benefits into one formula, including up to 72 hours of hydration, heat protection, frizz control, softness, shine and detangling—without weighing hair down. Powered by certified-organic moringa oil, which conditions and strengthens strands while supporting sustainable farming in Guatemala, the vegan, silicone-free formula also leaves hair lightly scented with Aveda's signature pure-fume blend of rose, jasmine and ylang ylang.
“We wanted to create a product that truly worked across the full spectrum of
hair types and textures,” says Christine Hall, vice president of research and development at Aveda. “The formula had to be lightweight enough for fine hair while still delivering meaningful conditioning and performance for thicker textures. That balance became our north star throughout development.”
Grown Alchemist Hydra-Restore Eye Patches ($25 for eight pairs)
Grown Alchemist is elevating the eye mask experience with these chic, black, hydrogel eye patches (they’re biodegradable), which hydrate, depuff, brighten and smooth tired under-eyes in 10 minutes. Powered by a blend of multimolecular hyaluronic acid, ectoin and caffeine, the cooling, serum-infused formula makes these patches a no-brainer for early mornings, makeup prep and more. Don’t forget you can use them on your smile lines and forehead lines, too!
OUAI Leave In Conditioner ($32)
OUAI gave one of its best-selling staples a refresh with sleek new packaging and more scent options: It now comes in Melrose Place and St. Barts, plus the original North Bondi. Designed for all hair types, the multitasking formula detangles, hydrates, fights frizz and protects against heat damage with tamarind seed extract, panthenol, vitamin E and hydrolyzed protein. The result is softer, shinier, more manageable hair that smells just as good as it looks.
