In Review 2025: This year's big beauty launches
2025 saw a wave of exciting beauty launches, spanning innovative new products, cutting-edge tech, and emerging brands.
As 2026 approaches, TheIndustry.beauty reflects on some of this year's standout releases from brands and retailers, including Augustinus Bader, Byoma, Marks & Spencer, The Inkey List, and more.
New brands
New SPF brand debuts with line-up of multi-functional formulations
A new-to-market SPF brand launched this summer with a range of high-performance formulations that go beyond sun protection. Powered by dermatology-driven technology and medical-grade actives, SunsolveMD is designed to deliver targeted solutions for specific skin concerns - combining advanced skincare with effective sun defence.
Adam Minto is back in beauty - with new ‘Gen Zalpha’ makeup brand
Since leaving Revolution Beauty in 2022, Adam Minto quietly returned to the beauty industry, first with the brand incubator Rebel Rebel and later with Trouble Maker, a new makeup line aimed at Gen Z and Gen Alpha. With vibrant colours and playful branding, Trouble Maker launched earlier this year to meet the unique needs of this trendsetting generation, drawing inspiration from both current beauty trends and the evolving industry landscape.
Lorna Luxe breaks into beauty with minimalist brand, 98 Beauty
Lorna Luxe, one of Britain’s original fashion and lifestyle influencers, ventured into the beauty industry with the launch of 98 Beauty this year. The brand’s debut product, the Hydra Bond Hydrating Mask (£35), offers a simple solution for achieving healthy, radiant hair. Since then, 98 Beauty has expanded its range to include a Miracle Oil, Shampoo and Conditioner, amongst other items.
We Are Regular co-founders create ultimate gut-health fix
Gut health is still a tricky topic in the UK - but We Are Regular is here to change that. Founded by Holly Brooke and Joely Walker, the brand launched earlier this year with Bowel + Bloat Relief, a daily supplement designed to ease digestive struggles naturally. Each stick combines 10 science-backed ingredients, including magnesium citrate for bowel motility, vitamin C for gut and skin health, prebiotic fibres to support the microbiome, and botanicals like ginger and peppermint to reduce bloating.
Monday Haircare founder introduces new brand Daise
Daise Beauty launched this year with a range of brightly packaged, mood-boosting bodycare products for Gen Alpha and Gen Z. The business is co-founded by beauty entrepreneur Jaimee Lupton, who is also known for co-founding Monday Haircare. Luptons aim? To democratise beauty by creating premium offerings at accessible prices.
Beauty brand builders unite to launch their own line, Curated Beauty London
Three industry experts pooled their decades of beauty brand building expertise to create their own line, which promises to "cut through the clutter and bring some clarity (and calm) back to your bathroom shelf". Founded by Samantha Grocutt, Natalie Ingham and Ros Simmons, Curated Beauty London covers skincare, haircare and wellness.
New skincare brand launches with pregnancy-safe solutions for hormone-sensitive skin
SKN TO SKN, an expert-led skincare brand specifically formulated for women who are trying to conceive, pregnant, breastfeeding, and postpartum, launched for the first time this year. Designed in collaboration with dermatologists and women’s health GPs, the brand aims to "eliminate the guesswork" by providing safe and effective solutions for hormonally sensitive skin.
New fragrance brand Diem launches
London-based fragrance house Diem launched with a mission to "disrupt the outdated industry", encouraging true expression and fresh, fearless experimentation with fragrance. Allowing consumers to experiment and build a scent collection that "adapts to every version of them", Diem is avoiding the concept signature scents.
Caroline Hirons launches Skin Rocks PRO to 'disrupt' professional skincare industry
Skincare expert Caroline Hirons launched Skin Rocks PRO, bringing its range of products to clinics and skin therapists ahead of a new professional-exclusive line. A lifelong ambition brought to life, Skin Rocks PRO embodies Hirons’ dedication to elevating the standards of the skincare industry.
New products
Louis Vuitton introduces debut beauty line, La Beauté
Louis Vuitton unveiled its first-ever beauty line, La Beauté Louis Vuitton, marking the French luxury house’s bold foray into the world of high-end cosmetics. In this new venture, Louis Vuitton has partnered with renowned makeup artist Pat McGrath, who serves as the brand's Creative Director. The collaboration is an extension of McGrath’s long-standing relationship with the fashion house, having worked on over two decades of Louis Vuitton runway shows and campaigns.
Augustinus Bader scales beyond luxury skincare with Dua Lipa
Augustinus Bader, known for its high-end formulations and premium pricing, expanded into a more accessible skincare segment with a collaboration with pop star Dua Lipa. The line, called Dua by AB, broadens the brand’s reach beyond its traditional luxury audience.With Lipa, the brand is targeting a wider audience by offering a three-step skincare routine at a significantly lower price point, with products ranging from £32 to £65.
Pleasing’s sexual wellness launch sells out 'in minutes'
With a name like Pleasing, a move into sexual wellness was almost inevitable. Earlier this year, the Harry Styles-founded beauty brand made its debut in the category with Pleasing Yourself, launching with a Double-Sided Vibrator and The Pleasing Lube. The release created quite a buzz among consumers, with the two new products having sold out "within minutes" both in the US and UK.
Byoma unveils 'biggest barrier breakthrough' with new vegan alternative to snail mucin
Viral brand Byoma launched a vegan alternative to snail mucin, designed to rival the ingredient's efficacy to "deeply hydrate, even skin tone, and improve texture". The star ingredient, phytomucin, is a bio-based alternative derived from Japanese roots and plants that are polysaccharide-rich to reduce water loss and strengthen skin barrier function.
Mugler returns to makeup after 15 Years with L’Oréal Paris collaboration
After a 15-year absence, luxury French fashion and fragrance house Mugler made a return to cosmetics with the launch of a new makeup collection, in collaboration with L’Oréal Paris. Both L’Oréal Group-owned brands teamed up to reintroduce colour cosmetics to Mugler, after the discontinuation of its previous makeup line in 2010.
This Works advances functional fragrance with neuroscent innovation
This Works, known for its sleep-support expertise and functional fragrances, launched Own Time, an Eau de Parfum that combines neuroscience with luxury perfumery to aid the body’s natural transition to rest. Marketed as the first luxury "neuroscent," it activates the parasympathetic nervous system - the body’s "rest and digest" mode - using a blend of behaviour-altering terpenes. The fragrance is designed to calm the senses, reduce stress, and promote deeper, more restorative sleep.
M&S targets growing men’s grooming market with new Autograph skincare and fragrance line
Marks & Spencer expanded its beauty range with a new men’s skincare, bodycare, and fragrance collection under the Autograph label, responding to growing customer demand and the booming men’s market. The range features Black Suede skincare essentials, hair and body washes, and two new fragrances, Velvet Musk and Black Suede, along with gift sets, a discovery set, and travel-sized kits.
Townhouse expands retail line with debut nail polish range
Nail salon Townhouse unveiled its first-ever nail polish line, The Flawless Collection, marking a significant milestone in the brand’s evolution. The launch features two new ranges - Flawless Gel and Flawless Polish - marking the beginning of a new chapter for the brand as it expands its retail line.
Beauty Pie unveils biggest launch of 2025
Beauty Pie launched its most advanced anti-ageing product to date: the Youthbomb Extreme Retinal Triple Renewal Serum. Developed with a US-based, triple board-certified dermatologist, this overnight treatment is designed to improve skin texture, firmness, and reduce fine lines, blemishes, and pigmentation. Clinically tested, it promises to smooth and brighten skin, support the skin barrier, and help extend the youthspan of skin cells.
Chanel celebrates first fragrance launch in eight years
Chanel unveiled its first female fragrance in eight years, Chance Eau Splendide, adding a striking purple hue to its Chance collection. Crafted by Olivier Polge, this "marvel of paradoxes" balances freshness and depth. The scent opens with a sparkling raspberry note, followed by rose, violet, and rose geranium. Meanwhile, the base features a blend of cedar, white musk, and powdery iris
KLIRA streamlines skincare with new 7-in-1 product innovation
Dermatologist-developed brand KLIRA launched The Dayscript, a 7-in-1 daily skincare product designed to simplify morning routines by combining multiple steps into one. The first all-in-one treatment targeting the skin's daytime molecular profile, it provides advanced UV protection, antioxidants, collagen support, and cellular repair.
Mylee unveils biggest product launch yet
From basic nail varnish to complete gel kits, the options for at-home manicures are plentiful. But one thing is clear: consumers want convenience. That’s where Mylee steps in, introducing a "first-to-market" innovation that doesn’t even require nail polish. The Gel Nail Wraps debuted this year.
Rebrands
British brand formerly known as Haeckels reemerges as Dulcie after year-long rebrand
After a year spent intentionally operating without an official name, the British beauty brand formerly known as Haeckels revealed its new identity: Dulcie - entering what it calls its "second chapter". The business initiated its rebrand in 2024 after distancing itself from its original namesake, 19th-century scientist Ernst Haeckel.
Weleda refreshes brand identity after over 100 years
Weleda unveiled its first-ever rebrand, marking a historic transformation since the company was founded in 1921. The updated design attempts to strengthen the beauty company's connection with younger audiences while reinforcing its position in the premium segment.
Maybelline revives iconic jingle - refreshed for a new generation
Maybelline relaunched its iconic "Maybe It’s Maybelline" jingle, updated to better connect with today’s beauty consumers. First introduced in 1991 for Finish Matte, the jingle has long symbolised the brand’s message of confidence and quality. The revamped version reinterprets the classic for a modern audience, marking a new chapter for Maybelline while staying true to its New York roots.
Harry’s unveils refreshed look in biggest brand overhaul in over a decade
Men’s personal care brand Harry’s unveiled its most significant visual overhaul in over a decade, introducing a bold and refreshed identity. The rebrand features a redesign of its website, packaging, logo, colour palette, and photography, reflecting a clear departure from its previous look.
Ghost rebrands after two years of development
Ghost unveiled a rebrand after two years of "reflection, development, and innovation". Described as a refined vision that honours its heritage while embracing the future, the move marked the beginning of a new era, with future additions and innovations planned to reflect Ghost's core values of individuality, emotion, and self-expression.
Tech & Innovation
The Inkey List launches new fast-track innovation hub for next-gen products and consumer co-creation
Building on its reputation for introducing cutting-edge ingredients, The Inkey List is driving innovation with the launch of INKEYLab, a "test and learn" platform designed to rapidly bring new products to market. Focused on exploring the latest trends and ingredients, INKEYLab places its community at the core of the development process.
Space NK launches first shopping app to enhance customer experience
Space NK launched its first-ever mobile app, marking a new chapter in the beauty retailer’s digital offering. The app is designed to deliver a "seamless" extension of Space NK’s in-store and online experience, bringing a curated selection of beauty brands directly to customers’ mobile devices.
Jo Malone London launches AI-powered scent adviser to enhance online fragrance discovery
Jo Malone London launched an AI-powered digital experience, the Scent Adviser, to help customers discover fragrances that suit their preferences. Combining AI with the brand’s fragrance expertise, the platform offers a personalised online shopping experience. Available in the US and UK, customers can describe the scent they’re seeking, and the platform provides tailored, expert recommendations based on the brand's fragrance attributes.
Beauty Pie launches new app as it bolsters member experience
Online brand Beauty Pie enhanced its member experience with the launch of a dedicated iOS app. The app features a ‘digital concierge’, allowing users to shop for products, receive recommendations and access exclusive offers. It also allows members to check on previously-ordered products and shades, get notified about new launches and real-time stock drops, and receive live delivery updates.
Revieve introduces new platform for next era of AI-driven beauty commerce
Revieve launched AI Beauty Discovery Connect, a new capability aimed at helping brands and retailers extend personalised consumer experiences into emerging Generative AI-based discovery and commerce channels. The platform is designed to help beauty brands and retailers bring their product information, personalisation frameworks, and data strategies into evolving AI environments.
L’Oréal launches 'Act for Dermatology' to advance access to skin health services
L’Oréal launched a €20 million, five-year programme spearheaded by its dermatological beauty division to help democratise access to skin health. As part of the new L’Oréal Act for Dermatology, the company has partnered with the WHO Foundation to support the World Health Organisation’s efforts to increase awareness of the impact of skin diseases globally.
La Roche-Posay launches AI skincare coach for 'clearer skin and a clearer mind'
La Roche-Posay unveiled a new AI-powered skincare coach, promising users "clearer skin and a clearer mind" in just 21 days. Offering dermatologist-grade support, SpotScan+ Coach can provide users with a comprehensive skin analysis and skincare routine recommendation.
