We’ve tried hundreds of products this year, and these are our favorites
Courtesy of the brands
In 2025, countless new launches crossed the ELLE beauty team’s desks. We tried more moisturizers, makeup products, and hair products than we could count. With so many new launches on the market, it’s not unusual that we’ll only try a product once and be done with it. It takes a really good product to actually cement a place in our permanent beauty routines.
After spending 12 months swatching, applying, and judging, we’ve put together our list of the best launches of the year. There’s a perfume that smells like it might come from another universe. There’s a blush that applies like watercolor paint. And one editor found exfoliating pads that made breakouts obsolete this year. Keep reading to learn more about the products that we’ve deemed the best launches of 2025.
