Every year, beauty gets better and better. Brands see our struggles – sometimes issues they’ve faced themselves – and come up with creative solutions. They learn about new hard-working ingredients and ways to apply the product more effectively.
But with beauty launches almost every day, and new brands every month, it can be hard to keep up and decide what’s worth your while. Which products are worth their hype, and which aren’t hyped but should be? This is our edit of the best products to launch in 2025 so far.
Merit Signature Lip Liner
It was a big deal when beauty brand Merit launched in Australia in 2024. Started by former media company owner Katherine Power in 2021, the brand is known for its easy-to-use makeup and skincare. In March, Merit launched Signature Lip Sheer Liner ($38). It’s hydrating, buildable and, in line with the rest of its range, designed for even those who find lip liners messy.
Ultra Violette Future Fluid Skinscreen
One of the first products to launch this year, Ultra Violette Future Fluid SPF 50+ Superlight Mineral Skinscreen ($52) is made with Japanese Zinc, giving the formula a superlight feel. It’s also got hydrating vitamin E and squalene and, as with all Ultra Violette range, has powerful UVA and UVB protection.
Chanel Rouge Coco Flash
Chanel’s spring beauty range included an unexpected item: a glittery lipstick. The Rouge Coco Flash in shade 272 Rosa ($50) has lip hydration benefits, thanks to jojoba and sunflower wax, which lock in moisture and nourish the skin, a subtle pink colour and, to finish it off, glitter. It’s already sold out, but fingers crossed for a restock soon.
Kerasilk Finishing Cream
The Kerasilk Finishing Cream ($46) is one of those products that doesn’t get the hype it deserves. It has an iridescent finish — it looks pearly when you rub it on your hand — so adds a touch of fun to your haircare routine. The cream’s infused with shea oil and works to fight frizz, conceal split ends and give you a glossy finish.
TYPEBEA Ultimate Styling Serum
Rita Ora’s haircare brand TYPEBEA launched last year with a range of products to help your hair grow, including a serum, shampoo and conditioner. In February this year, the brand expanded with a styling range. A highlight is the TYPEBEA Ultimate Styling Serum ($40) that speeds up dry time, seals split ends and protects hair from heat styling of up to 230℃.
Essano Vitamin C Brightening and Exfoliating Pads
Essano’s a Kiwi skincare brand with hard-working products at an affordable price. The Vitamin C Brightening and Exfoliating Pads ($12.99) have potent vitamin C that brightens dark spots and adds glow. It’s also got hyaluronic acid that keeps your skin hydrated, and tropical fruit enzymes that smooth it out. With 35 pads, it works out to a bargain 30 cents per pad.
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