We Picked the Best Makeup and Nail Launches of 2025
K-beauty makeup with a deliciously bouncy feel, a drugstore solution for lash extensions, a unique mascara, and much more.
It can feel like magic to have a fantastic mascara, a dewy blush, and a lip liner that makes people ask, “What color is that?” The ELLE staff swatched, painted, and dusted on a ton of beauty and nail products to find ones that would truly make them happy. We found 20 that deserve your attention after meticulous testing. These are the color cosmetics winners of our Future of Beauty Award, which include a unique mascara, a drugstore lash extension solution, K-beauty makeup and nail with a deliciously bouncy texture, and much more.
Best Tubing Mascara
This year, tubing mascaras—the kind that cover your lashes in film-forming polymers—are very popular because they are resistant to raccoon eye and simply remove with water. With a brown tubing primer on one side and a conventional black mascara on the other, this creative dual-ended mascara offers you the best of both tubing and standard mascara. You can use one or both ends, but the combination results in feathery, smudge-proof lashes that rinse off after washing. Because of its versatility and ability to create long, fluttery lashes, our tester referred to this mascara as a “win-win.” Additionally, the black and brown mix created a tint that looked natural.
Best Makeup Product for Beginners
Fans like Hailey Bieber and cosmetic artist Daniel Martin have made several of this brand’s signature lip liner shades, such as Wherever Walnut and Anywhere Caffeine, viral. Its most well-liked tints are now available in a large, plump crayon form that makes it simple to apply them to the cheeks, eyes, and entire face. The product’s blendability and adaptability were highly appreciated by our tester. One of the most attractive hues ever made is Wherever Walnut. Now that I can use it wherever, I’m thrilled.
Best Dewy Face Powder
A lot of setting powders highlight and mattify pores. This is a special “baked” composition (a creamy powder formulation) that blurs and gives the face a slight shine. While jojoba esters, a kind of lipid-rich desert plant, produce a breathable, non-cakey finish, hyaluronic acid and squalane hydrate the skin and prevent dry spots. Additionally, there are five translucent hues available. This setting powder effectively mattified the T-zone without giving it a cakey or chalky appearance, according to our tester. The silky, filter-like finish was quite appealing to her.
Best At-Home Lash Extensions
You can apply natural-looking lash extensions at home in a matter of minutes using this technology, which was created by KISS (the brand!). Steady hands are not required. Users can conceal the band for a more natural appearance by applying tiny lash clusters behind the lash line using specialized bond technology. Our tester was impressed by how these lashes softly defined and enhanced the eye, even though she had always believed that strip lashes and comparable items could look false up close. These held up beautifully, with no damaged lashes, when she wore them to an event on a windy rooftop.
Best Color-Correcting Serum
Although color-correcting concealers have been available for a while, this one is a nice addition because it includes a discoloration-targeting serum. Bonus: skin-balancing botanicals promote firmer, healthier-looking skin by reducing the appearance of pores and controlling shine. Our tester reported that the serum evened out her skin tone and blended well on red patches. She also mentioned that it worked well under makeup and didn’t leave a green tint.
Best Lip Gloss
Best Conceale
Like a pointillist painter, this concealer pen hides imperfections. It helps you level out skin tone with ease and precision because to its fine pencil tip and creamy, matte gel feel. Cover bigger areas by “drawing” and blending, and conceal little imperfections with a single pin prick. Inspired by famous makeup artist Lisa Eldridge’s favorite pinpoint correction technique, this special format and formula yields an incredibly natural look. Our tester reported that this pencil allowed her to detail-conceal by focusing on small areas, such as redness around the nose and old acne scars, in contrast to other heavier concealers. The pencil format was also quite portable.
Best Accessible Mascara
Aerin Glazer, the brand’s founder, aimed to establish a really accessible brand with pleasant, ergonomic packaging for accessibility and mobility. Since then, Tilt has earned the Ease of Use Certification from the Arthritis Foundation, making it the first brand to do so. Each product features magnetic non-slip casings that make them easy to handle, braille printing, and tear-away tabs. Peptides, ceramides, and keratin are combined in the refillable Lashscape mascara to fortify and nourish lashes for a fuller appearance. The curved handle and non-slip vessel of the wand were readily gripped by our tester, who reported that it fit her hand precisely and gave her a great deal of control when applying. She added that, in contrast to many other formulas, this one left her lashes appearing long and did not irritate her sensitive eyes and enormous.
Best Makeup Correcting Pen
Even skilled makeup artists make mistakes, and many of them make their own “makeup eraser” by putting Q-tips into a remover. This pen transforms that traditional technique into a user-friendly instrument. It features a micellar solution that makes it safe for sensitive skin and suitable for eliminating flaws without smudging your makeup, as well as a flat paddle tip that you can twist and twirl for control. The ease with which this pen cleaned up our tester’s liner “shocked” her. She saw that she was able to obtain a similar look in half the time, whereas it typically takes her up to fifteen minutes to achieve a sharp line. She also appreciated that it could be carried in her luggage for quick touch-ups.
Best Creamy Lip Shaper
Even skilled makeup and nail artists make mistakes, and many of them make their own “makeup eraser” by putting Q-tips into a remover. To soften and fill lips, one side features a silicone smudger, while the other has a creamy smooth composition packed with peptides and fenugreek extract. The flawless application was highly appreciated by our tester, who feels that her beauty regimen would be completed without a brown lip liner. She also valued the smudger’s ability to assist her achieve her desired appearance without leaving cosmetic residue on her fingers.
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