Editors' Picks: New launches from Merit, Jones Road Beauty, Airyday and more...
Here are the top beauty launch picks of the week from TheIndustry.beauty team.
Clean Volume Mascara, Merit
As someone who's prone to mascara smudging (yes, even with the waterproof kind), tubing formulas are the only ones I'll use. Any new launch instantly grabs my attention and I've become pretty discerning. Right now, UKLASH is my go-to, but I'm already eyeing what could be my next obsession: Merit’s Clean Volume Mascara.
This tubing mascara moves away from the trend for bigger, heavier lashes and instead focuses on something far more refined. Think controlled lift, precise separation and buildable volume that enhances your natural lashes rather than masking them. What more could you want?
The formula is just as thoughtful, combining shea butter, plant waxes and tubing film formers to coat each lash. The result is a wearable volume that lasts all day without flaking or smudging, yet removes effortlessly with warm water.
It’s launching in both Black & Brown and Brown. Available from 25 June, this is one beauty launch I’m counting down the days for.
Sophie Smith, News Editor & Senior Writer.
Bright Skin Illuminating Drops, Jones Road Beauty
I visited the Jones Road Beauty site recently looking for the Shimmer Face Oil, which I had loved. I was somewhat distraught as it seemed to have disappeared. However – hallelujah! – it appears the brand has just launched a superior version.
The Bright Skin Illuminating Drops arrived this week, just in time for summer. Available in six shades, these multi-purpose drops add a healthy pearly sheen to the skin. You can mix with your moisturiser or apply to specific areas of the face and body, wherever you want a little bit of a glow.
I like to apply a touch of the Rose Gold on top of my blush to add some three-dimensionality to the face, while the bronze shades (there are three bronzes and three golds in the line-up) are great for enhancing summer skin. You can add a smear on the collar bones or even the shins, alternatively you can mix it with your body lotion or an all-over glow. You can really go wrong basically.
As with all Jones Road products, these treat the skin, as well as embellish it. The formula is infused with aloe, glycerin, and plant extract rich in Vitamin C to nourish skin from within and the sheen is achieved thanks to finely milled pearls.
Available now at Jones Road Beauty and Liberty for £36.
Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.
Ageless Leg Perfecting Serum, PRAI
Another heat wave is coming to London and while the beach is calling me I'm settling for a trip to the lido this weekend instead. Most importantly though I will be showing off my (not so tanned yet) legs and, which is where PRAI's new leg perfecting serum – which has seen one sold every 2 minutes at launch – is coming in nicely.
The British beauty brand has recently released a new tinted, skin-perfecting leg serum that combines long-term skin benefits with instant visual results. While famous for its Ageless Throat & Decolletage Creme, this new launch is part of the brand's continued expansion into body skincare.
The serum blurs the look of imperfections, creates a more even complexion and enhances radiance with a "soft-focus glow". What I love most about it is that I don't have to worry about it leaving a brown stain on my beach towel. There are no tanning agents involved and the colour is temporary and transfer-friendly.
In the long-term, the serum also provides hydration, improving texture and firmness of the skin.
Its key ingredients include Syn®-Coll Peptides to help boost collagen production, SepiliftTM to support resilience and elasticity, and Hyaluronic Acid to infuse deep hydration.
The serum is currently available at M&S and the PRAI website, and retails at £30.
Camilla Rydzek, Senior News and Features Writer.
Skinscreen, Airyday
When looking for a new SPF, Australian brands are always my go-to. Given that they see the sun a lot more in Australia than we do here in UK, I trust that they know what they’re doing. This thinking is what lead me to Airyday, the Australian suncare brand which has recently entered the UK with its SPF Wardrobe philosophy.
SPF is at the very core of Airyday Skinscreen, with SPF50+ in each formulation, but the range also combines this with skincare ingredients and elevated textures. The wardrobe of formulations means that you can change up your sunscreen depending on what you are looking for on a given day, be that a glow, a velvet matte finish, an option for sensitive skin or an invisible gel. So there is no excuse to not be protected everyday!
Available online at airyday.co.uk, prices at £39.
Felicity Teather, Marketing & Events Executive.
