Editors' Picks: New launches from AKT London, TRESemmé, Fenty Beauty and more...
Here are the top beauty launch picks of the week from TheIndustry.beauty team.
Limited-edition Santal Nomad, AKT London
I've used AKT deodorant for a long time and, yes, it really works. The fact that it features some really interesting and luxurious scents is a very welcome bonus.
The brand has been working overtime releasing new products recently, namely The Haze, a spray mist deo for those who prefer that format. Personally, I love the balm. And now we have a new limited-edition scent to play with - Santal Nomad: "orange embers and sun-worn leather, the sweetness of saffron mingling with smoked cedar, and the orange warmth of the sun as it fractures into the shimmering heat-haze of the horizon". So beautifully described by the brand.
Don't forget, AKT is vegan, plastic-free, cruelty-free, can be used all over the body where needed, and one tube of the balm can last up to eight weeks!
The balm is £21 and The Haze is £35 from AKT London.
Antony Hawman, Co-founder & Chief Partnerships Officer.
Scentsticks, Floral Street
On-the-go fragrance formats have long been a favourite of mine - who doesn’t love a little scent top-up throughout the day? So, when I discovered Floral Street’s latest launch this week, I was immediately intrigued. Designed to make fragrance more portable and personal, the new Scentsticks have already earned a spot in my bag. Compact, refillable and with a satisfyingly jelly-like texture, they’re made for fragrance touch-ups wherever you are.
Available in four bestselling scents - Wild Vanilla Orchid, Arizona Bloom, Electric Rhubarb and Wonderland Peony - they can be worn alone or layered over an eau de parfum or mist, tapping into the growing trend for scentmaxxing and more personalised fragrance routines.
The launch also reflects fragrance’s growing “skinification” trend, with a formula containing hyaluronic acid and jojoba oil, plus a subtle shimmer. Simply swipe onto the wrists, neck or collarbones to refresh, intensify or build your scent wherever you are.
Now available online at Floral Street, as well as Boots from 9 September.
Sophie Smith, News Editor & Senior Writer.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation, Fenty Beauty
In 2017, Fenty Beauty, the brand founded by pop star Rihanna, launched its now-iconic Pro Filt’r Soft Matte Foundation in an unprecedented 40-shade range.
Its breadth, which soon expanded to 50 shades, became a defining part of the brand’s launch and prompted wider scrutiny of the shade options offered by established beauty companies. The foundation was even added to Time magazine’s Best Inventions Hall of Fame in 2025 for having “set a new standard in the industry”.
Today, the brand is once again setting a new industry standard with the launch of its Pro Filt'r Fluid Flex longwear foundation, which marks a complete overhaul of the original formula.
The new foundation will still offer a range of 50 shades, but these have been updated to create more neutral options to make colour-matching more accurate. The formula is also designed not to crumble or settle in skin creases, instead flexing, bending and stretching "with every facial expression and movement". Something I’ve never thought about before, but what this formula tackles is that it "resists oxidation", meaning the pigment within the formula stays true to the colour for longer. For all the gym-goers out there, you'll also be excited to know that it is waterproof and resistant to sweat, humidity and transfer.
Rihanna herself highlighted that the foundation "looks like skin and feels like nothing", referring to its buildable, lightweight texture and natural matte finish.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation retails for £35, with an accompanying foundation brush available for £29.
Camilla Rydzek, Senior News Writer.
Keratin Seal Smooth range, TRESemmé
There’s always something rather convenient about a new haircare launch landing on your desk just as you’re running low on the essentials - namely shampoo and conditioner. And that’s exactly what happened this week, with the new TRESemmé Keratin Seal Smooth range heading straight into my shower routine.
The new collection is powered by salon-grade keratin sealing technology, designed to help tame frizz while enhancing softness and shine for smoother-looking hair. Having used the shampoo and conditioner this morning, I’d say it certainly lives up to its promise so far - my hair feels softer, smoother and looks noticeably shinier.
The range includes a shampoo and conditioner, alongside a Treatment Mask, Oil and Priming Spray, with prices ranging from £8 to £12.50. £12.50. Now available nationwide at TRESemmé stockists.
Sophie Smith, News Editor & Senior Writer.
Fan Club Mascara, Milani
Over the past couple of months, I have realised just how much of a difference mascara can make to my makeup look. I have barely left the house without eyeliner since my teenage years, but recently I have been enjoying wearing just mascara. This has obviously meant that my mascara is doing all the work, making longer and more defined lashes much more important.
Milani’s new Fan Club Mascara caught my attention because it is designed to create the kind of full, lifted lashes that can make a real difference when you are wearing very little else on your face. The mascara promises a full-lash effect, while its tapered brush coats lashes from root to tip and helps separate them for a defined finish.
I particularly like that it is available in both black and brown, as brown mascara can create a softer look that works well with the more natural makeup aesthetic I have been enjoying recently.
Catherine Rowe-Kosary, Junior Writer.
