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If You Get Excited About New Beauty Products, These 27 Newbies Will Make Your Heart Sing
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BuzzFeed and our publishing partners may collect a share of sales or other compensation from the links on this page. Read More Time to geek out over this matcha PDRN serum and these limited edition Summer Fridays minis. As a Senior Shopping Writer at BuzzFeed, I specialize in a broad range of topics, including beauty, cleaning, fashion, personal care, home, fitness, and my beloved “TikTok made me buy it.” My work has been featured across lifestyle and writing publications during my ten years in the digital media space, including Bustle, HuffPost, HelloGiggles, and The Washington Post. Promising review: "I am not exaggerating when I say that I saw a difference in my neck lines within a few days. It works, but I wish it came in a tub. I have been dabbing a little under my eyes, and it seems like it’s working to reduce some of my age-related hollowing. I think I will try the stick version to target other areas." —Kira Promising review: "The texture is thick! But it’s a good thick. These feel so smooth on the lips and are very glossy. Currently my favorite E.l.f. lip product, over the Glow Reviver Oil. Smell is not overwhelming and neither is taste. I came back to order them all." —Khloe3 Promising review: "Great hair dryer. I have wavy fine low porosity hair that has been colored and Graves disease, which causes issues with hair. This dryer is fast, has great cooling air, and helps with frizz." —reader985 Get it from Amazon for $59.99 (available in three colors). Promising review: "I use Cerave's moisturizer. This new product surpasses. Light: a little goes a long way and smooths beautifully on and into the face. Doesn't take much. Will def buy again. It feels so nice, smooth, nongreasy. Just right." —S. Field Get it from Amazon for $19.49 (clip the coupon on the product page for this price). Promising review: "I was not expecting this brush to be so amazing. I usually use a Wet Brush, and NO MORE of that. This one doesn't pull when the Wet Brush did. Feels amazing on my scalp. Just a very refreshing brush to find. I would definitely recommend this to everybody that has a hard time brushing their hair (even kids), very soft, and the price is excellent as well. Love love love this brush. Would definitely buy again and again." —Katy Shoemaker Get it from Amazon for $7.99 (available in four colors). Promising review: "I adore the original Dove scent and love anything gourmand, so when I saw this, I had to grab it. It’s DELICIOUS! Not overly nutty like Eos Pistachio. This smells very clean and leans more toward warm vanilla with a hint of pistachio. It’s light, but you can smell it. My boyfriend loves how this smells too, and kept smelling me after the shower lol. Might have to grab another bottle." —K Get it from Amazon for $5.99 (clip the coupon on the product page for this price). Promising review: "The scent smells AMAZING and fills up the whole bathroom while I shower. It leaves my skin feeling really soft and moisturized afterward, instead of dry or tight like some body washes do. This body wash is a thick, creamy gel and lathers easily, and the scent actually lasts on my skin for a long time after showering, which I love. I also have pretty sensitive skin and usually react to heavily scented products, but this one hasn't caused any irritation or breakouts for me personally. Overall, I think it's a great product if you want something moisturizing with a strong, cozy scent that actually lasts." —paige elissa Get it from Amazon for $9.98 (available in seven other scents). Promising review: "Love this mist! I use several toners for skin-flooding and I recently made the switch over to mists because they are easier to use and they waste a lot less toner than other methods. This product goes on nicely with a fine mist, and the ingredients are soothing and feel amazing. This is great to use a.m. and p.m. as a first step before serums and creams. Will purchase again!" —BMG Promising review: "Good shine and color. Love 'em." —Lovello Promising review: "This product is AMAZING! I am an RN, and I am on my feet for 13+ hours during my shifts. Over the past four years, my feet (and pinkie toes) have taken a beating. Cracked, peeling, dry, hard...I was embarrassed to wear flip-flops, not only for my fifth toe, but because my heels were flaky, peeling, and horrid. I had tried pedicure tools to no avail. THIS. This product healed my feet. I have only used one application so far, but my feet are like 90% better. I am wearing flip-flops! And my pinkie toes are almost healed! It's incredible! I am so very happy with my results, and I highly recommend this product." —Rachel L Get a pack of two from Amazon for $7.95. (It goes without saying that you don't need to lay your edges if you don't want to, but this is an option if you do.) Promising review: "Love this. I look like I walked out of a windstorm most days with my flyaways. Say goodbye to them. No greasy look. My hair is so thin I have to comb it a certain way to hide the thinness." —Marie Weir Promising review: "These gel eye patches have quickly become a staple in my routine, and for good reason — they deliver fantastic results. I've struggled with the appearance of dark circles and general puffiness, especially on days when I don't get enough sleep. After just a few uses of these patches, I've noticed a significant improvement. My under-eye area looks brighter, more hydrated, and much less tired. They're so easy to use and feel incredibly refreshing, especially if I pop them in the fridge for a few minutes before applying. Five stars without a doubt — they've truly made a visible difference for me!" —Shana Daniels Gardner Promising review: "These are so stinkin' cute, and I really enjoy wearing them. Sometimes I'll do my makeup while wearing a couple of them during heavier breakout days. They work very well, and I like that they are a little larger than the classic stars. They stick fairly well. I find using them before applying any of my skincare is more effective." —Ciera Dawn Get it from Amazon for $12.99 (available in three styles). Promising review: "Great high-quality mascara. I'm super mascara-picky, and this one pleases me. I was afraid of the applicator at first, but once I practiced with it, it did a great job. I like that it stays put and doesn't dot over my eye even after exercising. Comes off with soap and water without tugging my lashes. Great price for a 'high-end' mascara. Highly recommend it!" —Jen Get it from Amazon for $13.97 (available in black and brown). Promising review: "I haven't bothered with a lip liner in years, but this has become my new obsession. This liner is truly about the best I've ever used. It is creamy in texture and glides on with ease. After lining, I fill in my whole lip. I've been leaving my lip with just the liner, because the color is so pretty. I find that the liner lasts even after eating or drinking something. Of course, for added depth of color, you'll want to touch up. I highly recommend L'Oreal Paris Blurfiller Lip Liner." —Nancy Get it from Amazon for $9.97 (available in eight shades). Promising review: "I’ve tried expensive ones from Sephora, but this one outperforms them all. The precision actually mimics real hair. This is officially my new holy grail. Maybelline never fails. Best drugstore brand, period." —CaliConsumer Get it from Amazon for $14.99 (available in five shades). Promising review: "This is one of my favorite scents out of the Sol de Janeiro line. It is not too sweet but has that subtle scent of coconut and vanilla. It's very fresh, and I get many compliments. It's great and versatile, just toss it in your purse or bag, the size is perfect. I think the price is right. I wouldn't hesitate to purchase this item." —Zuska Promising review: "I have acne-prone skin. This product makes my skin brighter, but not dry or oily at all. My skin looks really refreshed and smooth. My redness is also improving a lot. I use this one together with Matcha toner. They both work well on my skin." —Annie Le Londontown is a small business that specializes in nail care products. Promising review: "I like a one-and-done nail product that will protect my fragile nails, but also stay put. I don’t baby my nails at all, so I like something that doesn’t show wear quickly. I’m not sure what’s in this one specifically, but it stays on so well. It’s also a nice micro shimmer/glitter. I’ve used a few other polishes from this brand, and while they are all nice, this is my favorite so far." —H. Peeples Promising review: "So glad that I snagged these during Prime Day! I bought three colors: 🥥Coconut, 🫖Earl Grey, and 🌹Rosehip. I have only used Earl Grey so far, but I think it goes really well with my medium olive skin tone. It gives that quiet luxury, your nails but ✨ better look. It really does make my nails feel stronger and still hasn’t chipped 💅 after seven days. Will definitely be purchasing more colors!" —Gina Get it from Amazon for $18.99 (available in two other shades). Check out the rest of Laneige's new products for more cool treats, like the Pear Glowy Balm and Lemon Sorbet Lip Sleeping Mask!! Kuumba Made is a small business that specializes in luxury scents at affordable price points. Promising review: "This has become my favorite scent! It goes on with a coconut/vanilla scent that turns into a soft musky sweet sandalwood/amber scent. It’s a thicker oil consistency that lasts. I got the small roller bottle that is perfect to keep in my purse and for traveling. I’ll definitely buy again!" —Roberts0816 Get it from Amazon for $12.49+ (available in two sizes — check out other scents on Kuumba Made's landing page!). Promising review: "Great lip tint that's buildable. It dries soft to the touch with no transfer. Lasts hours! Can be drying on the lips, so I put a lip oil on top of this lip tint — the tint doesn't budge or smear away. I'm buying more of these!" —Abelle Get it from Amazon for $8.49 (available in six shades). Check out a TikTok of the Aussie multi-use spray in action. Promising review: "This is an amazing product! It’s like that other '10' product, but MUCH more affordable! You only need to spritz some on your hand, rub palms together, and then apply. I have yet to try it on dry hair, but as a leave-in applied on wet hair, it is amazing! My hair is dry, medium to thick, and its texture changes due to hormonal fluctuations and certain medications. My hair feels wonderful with this (and it smells great, not overpowering at all). Best leave-in I’ve used in quite a long time that doesn’t leave my hair feeling weighed down or dirty. Highly recommend if you like “10” products. Can’t go wrong with this stuff!" —Shayne Promising review: "I love these. I bought the two darkest colors, Desert Sculpt and Chestnut Sculpt, since I am light olive. I have read some other reviews about not being buildable/layered with other colors, but I don't think this is meant to be layered. This is a one-stop shop smoky eye look. I am sure you can build/layer a little, but I wanted a one-color smoky eye, and I got it. I have her color pots, so I wanted her stick to try. Thinking about getting another color, but I really wanted a semi-matte, so these two colors really work for me. Very creamy and very easy to blend. Colors are beautiful." —MS Get it from Amazon for $32 (available in five shimmering shades and five matte ones). Promising review: "I love this bag! It is the perfect size for my baby Bogg bag and it holds all of my essentials so that if my bag tips over, my stuff doesn't go flying out! I love the clear window so that I can see what's in there, and the design matches my Bogg bag. I love all of their stuff!" —Kelly Stone Get it from Amazon for $35 (available in seven styles). Promising review: "Blends so smoothly. It melts into your skin. Not too pigmented but definitely buildable. Looks very natural. The staying power is excellent! I put it on at 6 a.m., and at 9 p.m., it’s still holding strong. Best bank for your buck." —LAURA KASS Get it from Amazon for $6.99 (available in seven shades). * I Wouldn’t Be Able To Sleep At Night If I Didn’t Tell You About These 29 Magical Beauty Products * K-Beauty Products If You’re In Your “5-Minute-Face” Era This Summer * Beauty Products So Good At Their Jobs That Even Beauty Cynics Will Be Impressed * Multifunctional Makeup Products For Self-Proclaimed Lazy People * Beauty Products To Help You Get Ready Quickly And Efficiently BuzzFeed Shopping is service journalism first: our writers and editors spend all day shopping so you don’t have to, vetting products, fact-checking brand claims, and surfacing what actually helps in real life. We center readers over revenue, recommend products with authenticity (using real experiences, not ad-speak), and reflect our diverse audience, inclusive of a variety of price points, people, and needs. We cut through fake deals, favor useful info over glossy fluff, and recommend both budget and splurge options with context so you can decide what’s right for you — and still have a little fun along the way. Reviews have been edited for length and/or clarity.