Welcome again to Haul of Fame, your must-read magnificence roundup for brand spanking new merchandise, new concepts and breastmilk fragrance? Please no.
Included in right this moment’s situation: Ānti, Beauty of Joseon, Black Beauty Club, Blushington, Clare V, Cyklar, Dr. Althea, Felix, Freakin’ Genius, Gen See, Glow Recipe, Guerlain, Half Magic, Hera, IGK, J. Hannah, Kate Somerville, Kiko Milano, Kylie Cosmetics, L’Oréal Paris, Le Mini Macaron, MAC Cosmetics, The Nue Co., Oak Essentials, Old Navy, Phlur, Quip, Scentbird, Selena Gomez, Touchland, Ursa Major, Yara Shahidi, YSE Beauty and the matcha industrial advanced.
But first…
“Let’s freak out my boyfriend,” stated Amelia Grey. The Real Housedaughter-turned-genuine runway star stood in a pile of her personal hair, razored off in lengthy wisps by stylist Jawara Wauchope. She took an image of the pink carpet beneath her, coated in her signature jet-brown strands, then hit ship and giggled. “It’s only a couple inches shorter now,” she winked. “But can you imagine if Victoria’s Secret gave me a bob? That would be wild.”
The undeniable fact that Gray didn’t want to elucidate her joke is a key piece of the VS magnificence equation. For many years, the legendary runway’s normal “look” was lengthy, free, shiny hair, the sort that helped Beachwaver scale its total income stream after pairing with VS in 2015. (Its hair instruments now command over $100 million a 12 months.) So uniform was the Victoria’s Secret magnificence look that it was worldwide information when Angolan mannequin Maria Borges wore her naturally textured cropped reduce on the model’s 2015 catwalk. “It’s different now though,” stated Wauchope simply after giving Grey’s hair a remaining spritz. “More individual. More modern. More inclusive.”
Victoria’s Secret is in a make-or-break place in the case of its magnificence enterprise, which commanded its personal billion-dollar revenues in 2006. On one French tipped-hand, the market is saturated with the flirt-forward glosses and blushes that was VS’s bread and butter. And whereas Bombshell fragrance was as soon as the greatest perfume in America, scent habits are altering. Sticking with one perfume word isn’t a buyer precedence in 2025. On the different hand, Victoria’s Secret Beauty is robotically aligned with a few of the prettiest — and most adopted — women in the world. And each main style outlet in America was broadcasting their precise model of hairspray (Bumble & bumble) backstage.
“I think so many girls still want this bombshell American fantasy,” stated Wauchope, spraying pageant curls and cascading extensions. (Wauchope stated he ordered about 400 kilos of hair for the gig.) Meanwhile, Pat McGrath used industrial power highlighter alongside the cheekbones, forehead bones and the tip of the nostril, and a strobe of vulva-pink blush throughout the cheeks. The lips had been nude however outlined, with a coat of Pat McGrath Labs Earth Angel Lust Gloss and a dab of shimmer simply above the Cupid’s bow — an instruction immediate, primarily saying “kiss me here.”
The look represented a contemporary American attract that immediately resonated with viewers, not less than based on social media feedback which may as effectively have been swoons. But it additionally represented a misplaced alternative for the Ohio-based retailer, which doesn’t promote the Bumble & bumble spray that helped set and lock the bombshell blowouts. Ditto the Pat McGrath lip gloss that was amplified in co-branded Instagram adverts driving Victoria’s Secret followers to McGrath’s web site. (The model didn’t reply to questions by press time.) The transfer was particularly curious since Victoria’s Secret unveiled two new glosses on its web site as a part of its “runway edit,” together with a sheer shimmer and a “Runway Plumper” that 900+ consumers added to their carts in the 24-hours main as much as the present and 300 occasions in the 12 hours after, based on VS web site analytics.
Currently, VS magnificence choices (principally scented lotions and fragrances with a handful of lip glosses) boast mid-single digit progress, which has been ticking upward for 2 years straight. (This will not be nothing, particularly as main magnificence gamers like Estée Lauder and Coty are dropping clients.) And if Victoria’s Secret’s magnificence line can harness the identical sort of beloved-mentor power that McGrath and Wauchope seamlessly challenge on their very own channels, whereas retaining their costs aligned with their clients, they could be onto one thing.
Backstage at Victoria’s Secret, Paloma Elsesser was proving the technique firsthand by handing out Shiseido Benefiance eye patches to fashions like Abby Champion whereas they sat in hair and make-up. “It’s just basic sisterhood,” stated Elsesser with a smile as she opened her purse and supplied me eye patches (and in addition, as a result of she is a legend, a success of her vape). “These are great. We all want to look our best. Of course we support each other and share!”
Shiseido will not be bought at Victoria’s Secret proper now, however maybe VS magnificence ought to (or will) launch its personal branded eye patches and rent Elsesser to mannequin them. If one factor can rival bombshell energy in 2025, it’s sisterhood — or not less than its extra capitalist BFF, the “cool leader” nudge.
What else is new…
Skincare
“Sodium DNA” feels like a Jurassic Park joke, however it’s a really actual ingredient utilized in molecular biology labs to make gene cloning simpler. (Really.) Dr. Althea — the South Korean magnificence line based by Evelyn Lee, who will not be a physician — now makes use of it for Aqua Marine Jelly Mist, a cooling $20 pores and skin spritz that additionally lists seawater in the formulation.
But wait… the mists are gathering. Oct. 16 noticed the rise of Born 2 Blush Dew It Now Hydration Mist, a ceramide-rich formulation for $32.
Oak Essentials hit Erewhon on Oct. 13, and it’s the first time I’ve significantly thought-about diverting my smoothie cash to a physique oil fund.
Speaking of smoothies, Sulwhasoo has made its first drink in collaboration with influencer Stephanie Hjelmesmeth. It’s known as the Ginseng Glow and it combines matcha with ginseng-infused honey, yuzu lotus seed collagen cream and goji berry. You can get it at Hjelmesmeth’s Suá Superette in Los Angeles, however in case you’re not on the town, don’t fear: This gained’t be the final time skincare comes for the matcha latte pattern.
If you binge L’Oréal Paris lotions as an alternative of Victoria Beckham documentaries, get excited. On Oct. 15, the model introduced Lumi Glotion XL, a jumbo measurement tube of the best-selling product, which acts like a tinted moisturiser and retails for $30.
Would you want clear glitter wings beneath your eyes? Beauty Of Joseon is right here for you. On Oct. 15, the Ok-beauty model debuted its Revive Under Eye Patches with retinal, bakuchiol, ginseng root water and “pearlized” shimmer for max TikTok potential.
If you heard that Rare Beauty acquired Kate Somerville on Oct. 14, you might need been like, “Whoa, Selena Gomez really likes Exfolikate.” But trade pundits are literally speaking about Rare Beauty Brands, a Boston-based firm that owns Patchology and a handful of different small skincare labels. Glad to clear up all these DMs…
The ingredient record of Ursa Major’s Vital Spring Hydration face masks feels like a Midsummer Night’s Dream stanza. It’s received elfdock flower, break up gill mushroom and summer season snowflake bulb and guarantees to revive fairy dew to your pores and skin.
Quip dropped whitening strips on Oct. 15 that dissolve with use. Each pack is $24 and you’ll select between quick whitening or extra light stain-reducing formulation.
Gen Alpha will see you now — not less than in case you’re Touchland. On Oct. 15, the hand sanitizer turned fifth grade standing image launched Confetti Cake Power Mist. It’s a glitter-loaded hand sanitizer with notes of vanilla, cake and rainbow sprinkles (do these odor like something however wax?) that is available in a glittery silicone case. The backpack accent potential is infinite.
Makeup
Guys. Guys. On Oct. 14, Guerlain unveiled a vacation model of its well-known Météorites pearls with a star formed make-up bead changing its common spherical ones. This is like Lucky Charms however with $85 highlighter. I’m obsessed.
Would you pay $1,500 a month — that’s $18,000 a 12 months — for a vast glam squad membership? The magnificence membership Blushington is betting on it. On Oct. 14, the California-based model introduced Carte Blush, an excellent title for an all-access card that will get you blowouts, wig companies, make-up and lash functions, forehead tints, deep conditioning remedies, and extra, all for the worth of a brand new Nissan Versa. Do you already know somebody who has invested on this service? DM me — I simply wanna discuss.
Remember when women purchased these Dior magnificence pouches at Sephora and pretended they had been actual Dior luggage? Here’s an precise improve: On Oct. 15, Clare V partnered with Yse Beauty on a brown velvet clutch that comes with two tinted lip balms. It’s $325.
J. Hannah is one in every of the few style manufacturers that’s mastered nail collabs. The jewellery label by Jess Hannah Révész started making lacquers in 2017 in sculptural shades like jade inexperienced and cement grey; by 2020, she’d paired with the Metropolitan Museum of Art on polish trios impressed by surrealism and Tudor portraits. On Oct. 13, J. Hannah dropped its first collab with the Hammer Museum in Los Angeles. Inspired by Hammer artist Kristy Luck, the polishes are available in two shades — Privacy, a copper-flecked brown, and Halation, a pale, shimmery pink. (“Halatian” means a fog of sunshine, so I assume that tracks.)
Welcome to Nordstrom, Youngblood Mineral Cosmetics! On Oct. 13, the California label hit the model’s web site.
If you aren’t obsessive about Felix, you don’t know him but. The Stray Kids singer is a Louis Vuitton ambassador who adores make-up, sings with an up-all-night edge to his voice, speaks like an Aussie surfer bro (He is from a Sydney suburb) and known as “Brownie Boy” for his love of baking. On Oct. 14, he paired with the Amorepacific-owned make-up model Hera on Brownie Boy, a muted rose-brown gloss modeled by Felix himself. It’s $36 on Amazon, the place it’s described as a “sensual nude gloss.” Oh gosh.
Half Magic rolled out two glosses on Oct. 15 with excessive potential for habit. VHS Vixen is a rose with purple shimmer, and Dream Genie is a lilac with blue iridescent flecks. Each prices $22.50. Rather stick with a satin end? Gen See’s Fig and Guava Cream Sheens hit cabinets on Oct. 15, with blendable pink tints that can be utilized for lips, eyes and cheeks.
Last 12 months, we begged Estée Lauder to make Sandy Liang’s frosted pink lip gloss for actual. On Oct. 14, they mainly did with MAC Cosmetics’ Dazzlelips Crayon in Spaced Out, a cool pink with pearl shimmer. It’s excellent!!!
Old Navy hasn’t introduced its personal magnificence line but however they’re persevering with to platform others. The gel nail model Le Mini Macaron hit Old Navy shops this fall, together with 700 Ulta doorways on Oct. 15.
One Touch Magic Lip Stylo is an $18 lipstick from Kiko Milano with a satin-matte end and a campy Wild West business to hype it. It debuted Oct. 15. in 12 shades, together with a scorching sizzling pink.
Glow Recipe is getting shade-y. On Oct. 17, the beloved skincare-makeup hybrid debuted 4 new colors — cherry and dragonfruit (electrical pink) for its Dewy Flush cheek tint and dragonfruit and coconut bingsoo (a chocolate creme) for its Glass Balm lip gloss.
“Kylie” is one in every of the hottest women names for Gen Z and Gen Alpha. They’ll all be psyched with the limited-edition Kylie Cosmetics anniversary assortment, which celebrates the model’s tenth birthday with a California license plate that claims KNG KYLIE (“King Kylie”) and packs 10 shades of glittery eyeshadow. There are additionally lip glazes and matte colors in the unique lip-drip packaging. It’s out Oct. 18.
Hair Care
Freakin’ Genius is a brand new line from Tigi’s founders that guarantees made-in-the-USA formulation for curly, textured, and limp hair. It hit Amazon on Oct. 15 and costs begin at $30.
IGK hair masks are mainly toddler time-outs in your frizz. On Oct. 15, the hair label dropped Antisocial Cloud Club, a therapy for dry hair with “bond repair technology,” a cherry blossom scent, and a $33 price ticket.
Fragrance
If you had been a child who begged for the Strawberry Shortcake shampoo of the Eighties, congrats: You are possible now a Millennial magnificence maven. Scentbird is aware of this, which is why on Oct. 15, it launched an Eau Fresh Picked fragrance, together with a Drift dwelling diffuser. The packaging comes with Ms. Shortcake herself on the field. Meanwhile, is it bizarre to purchase the Nineteen Nineties strawberry Suave?
The Paris indie perfume home Ānti debuted “Dukes Carpet” on Oct. 14. It’s a vermouth-based perfume impressed by James Bond which additionally boasts notes of dry gin, wooden and “dangerous charm.”
Perfume advertising and marketing closely lies on craving however The Nue Co.’s new trio is very on the nostril. On Oct. 15, the UK model launched The Nostalgia Skinscent assortment, together with perfumes named First Milk, Past Time and Otherwhere. The bottles have apothecary vibes; the font is deliberately blurry, which drives me nuts however can be fairly cool.
Cyklar’s fragrance oils are increasing. On Oct. 15, the model fronted by influencer Claudia Sulewski dropped Amber Hour and Core Vetiver, two scents that odor precisely like they sound. (This is difficult! And appreciated!)
Maybe Phlur wants much less caffeine. On Oct. 10, the perfume model launched one other hair and physique mist, Vanilla Blackberry. It’s $38 with goth lite imagery, together with a white orchid surrounded by an ultraviolet halo, and a spooky silhouette of a twisty vanilla bean.
And lastly…
This chat, between Yara Shahidi and Tomi Talabi’s The Black Beauty Club, is nice and price your time.
Sign as much as The Business of Beauty e-newsletter, your complimentary, must-read supply for the day’s most essential magnificence and wellness information and evaluation.