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Retail Recap: The big beauty launches of May 2023

Sophie Smith
31 May 2023

This month saw a variety of new beauty launches across the UK, from new brand launches and retail expansions, to tech and product innovation.

Here's a round-up featuring May's highlights from businesses including Haus Labs, Paula’s Choice and Urban Decay, as well as this month's feature content from

Launches at UK retailers

Confirmed: Haus Labs launches exclusively at Sephora UK

Sephora UK confirmed that Lady Gaga’s Haus Labs, "a supercharged artistry makeup brand powered by innovation", will launch exclusively at Sephora UK on 6 June.

Lisa Eldridge

Lisa Eldridge cherry-picks Selfridges for its first permanent concession

Makeup artist Lisa Eldridge announced the location of her namesake beauty brand's first permanent home. Following the success of its direct-to-consumer website launch and two pop-up stores in Covent Garden, the brand will bring its beauty essentials to Selfridges from the 1 June.

Cellular Goods champions growth with launch at Sephora

Cellular Goods became the first cannabigerol (CBG)-based skincare brand to launch online at Sephora UK. The move forms part of the brand's "enhanced retail strategy" to drive growth by expanding its sales channels and increasing its collaboration with established online and high street outlets.

New brands


New skincare brand Moral launches with barrier boosting serum

Moral, a new beauty brand that combines high-performance ingredients with minimal skincare rituals, launched for the first time. With a 'less is more' approach, Moral specialises in creating "potent, multi-tasking formulas with science-backed ingredients to care for all skin types in an effective yet gentle way".

Tech & Innovation

Laneige brings its cult-favourite skincare to the metaverse

Korean skincare brand Laneige entered the metaverse with its first-ever immersive digital store. The company, renowned for its best-selling lip sleeping mask, created the online platform in collaboration with Obsess, a metaverse shopping platform builder.

Paula’s Choice introduces innovative ingredient checker for skincare

Paula’s Choice introduced the 'Beautypedia Skin Care Ingredient Checker', which allows customers to review the ingredients of any skincare product on the market before making a purchase.

perfect corp

Perfect Corp. champions diversity by offering small businesses free virtual try-on AI

Perfect Corp. introduced a free makeup virtual try-on programme for small and minority-owned beauty brands. The programme provides qualifying women or minority-owned beauty brands with up to six months of free access to its virtual try-on technology for colour cosmetics.

Customer-driven Beauty Pie invests in speedy and cost-effective deliveries

Cosmetics subscription service Beauty Pie invested in improved delivery times, taken control of costs and increased its choice of carrier services by joining forces with the delivery management platform Scurri.

NYX Professional Makeup

NYX’s 'Game Out Loud' creates safe space for LGBTQIA+ community in the metaverse

NYX Cosmetic launched its ‘Game Out Loud’ anti-bullying campaign, advocating for the LGBTQIA+ community in the metaverse. The campaign imagery features five LGBTQIA+ talents, who bring their passion to life through makeup artistry reflective of their favourite games.

Urban Decay debuts Metaverse makeovers with Roblox

American makeup brand Urban Decay supported the next generation of beauty creators in the metaverse by releasing 18 virtual makeup looks in Roblox, an immersive platform where upward of 65 million users connect daily.

British Beauty Council appoints first-ever ambassadors to help boost international growth

The British Beauty Council appointed renowned makeup artist Bobbi Brown as its first-ever US Ambassador as it "takes beauty to the next level". The organisation also appointed six other ambassadors to help boost the organisation's reach.


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