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.
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.”
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.
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.
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.
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.
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!
