Editors' Picks: New launches from Living Proof, Saie, Jones Road and more...

Here are the top beauty launch picks of the week from TheIndustry.beauty team.

Perfect Hair Day Sheer Clean Dry Shampoo, Living Proof

Living Proof does the best dry shampoo - there, I said it. So when the brand launches a new innovation, you can imagine my excitement. Drawing on its expertise, with one of its bottles sold every 10 seconds globally, Living Proof has introduced Perfect Hair Day Sheer Clean Dry Shampoo, its first-ever non-aerosol dry shampoo.

Kind to the scalp yet cleansing, it leaves hair feeling fresh, clean and weightless, with an invisible finish. But how does it actually work?

At the heart of the formula is a Micellar Bi-Phase Cleansing System, a dual-action technology designed to tackle oil in two ways. First, micelles break down and loosen oil on contact. Then, ultra-light microspheres absorb and lock it away, leaving hair looking and feeling clean without the heaviness or residue often associated with dry shampoo.

The formula is delivered through a precise delivery system that keeps the cleansing and conditioning ingredients evenly suspended, ensuring uniform distribution with every application. The result? No heavy spots or localised build-up - just a lightweight, weightless feel from roots to lengths.

And then there’s Bioadaptive Superfruit, a scalp-friendly ingredient that helps reduce odour-causing by-products while supporting a balanced, hydrated scalp. By helping to maintain scalp moisture, it also works to prevent irritation and itchiness.

In other words: fresh-looking, clean-feeling hair, minus the aerosol - and without compromising that signature Living Proof performance.

Sophie Smith, News Editor & Senior Writer. 

FutureIQ Biomimetic Hair Longevity Serum, K18

I’ve been investing more time in my haircare routine recently, so I was immediately drawn to K18’s new FutureIQ Biomimetic Hair Longevity Serum. Its preventative approach to hair shedding, early greying and scalp ageing feels like a fresh take on premium haircare.

Designed for nightly application to the scalp, this lightweight serum works while the body enters its natural rest and recovery mode overnight, helping to support healthier-looking, fuller, stronger and more resilient hair over time.

What stood out to me most is how the launch reflects the growing shift towards science-led, long-term haircare. As consumers increasingly treat their haircare routines more like skincare, products designed to help maintain healthy hair over time are becoming increasingly appealing.

Catherine Rowe-Kosary, Junior Writer.

Minimalist Defining Mascara, Jones Road Beauty

I have unwittingly been blazing a trail in lash trends, it seems. Regular readers will know I have been relentless in my pursuit of the perfect brown mascara for a lifetime. I don't want maximalist black lashes – they look ridiculous on me. But it has felt as though for years everyone – from influencers to counter staff and make-up artists – has been telling me I'm wrong. Everyone should wear black mascara, I have been told countless times, to the point that some brands didn't even make brown mascara.

Now, it seems I have been right all along and the latest lash look being sported on red carpets and social media is now "ghost lashes". Essentially ghost lashes are natural lashes, which have been given a little bit of help with, you guessed it, brown mascara.

Anyway, I feel seen, as young people would say, though not sure how I feel about my preferred make-up look being referred to as ghostly. Never mind, since the upshot is brands are now releasing brown mascaras by the bucket load.

Make-up genius Bobbi Brown has gone one step further and not only launched a brown mascara but a minimalist one too. This has my name written all over it. Well, it doesn't, it has Jones Road Beauty Minimalist Defining Mascara written all over it, but you know what I mean.

This new launch delivers a no clump, no smudge and no flake finish in the perfect Rich Brown. It is neither too warm nor too cool; a true neutral, which is exactly what I am after. The flexible wand will grab on to even the smallest lash and give it a helping hand and a boost of conditioner too. It's perfection, as is pretty much everything in the Jones Road Beauty range.

I should add here that there are many of you who look fantastic in black mascara and Jones Road has you covered too with a Pitch Black shade. This is a super deep black but the look is still lowkey. As Brown herself explains: “Sometimes you want bold, dramatic lashes. Sometimes you just want naturally beautiful ones. This gets that second look exactly right."

Available now at www.jonesroadbeauty.com priced at £26.

Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.

Personally I don't wear eyeshadow everyday, but I think I might change my mind for the 'Panna Cotta' shade, a neutral beige. 

Camilla Rydzek, Senior News Writer.