49 Top Winter 2025 Makeup Launches

Winter makeup tends to be synonymous with vampy lipsticks and deep eyeshadows. But the latest launches prove the rules are meant to be broken, with new options for shimmery highlighters for ice queens, soft blushes in a range of textures and contours to sculpt your features. We’ve rounded up the best new makeup launches of winter 2025 to help you shop for the latest and greatest.

Lisa Eldridge Pinpoint Concealer

Celebrity makeup artist Lisa Eldridge is known for her signature pinpoint concealing technique in which she uses the utmost precision to hide flaws. Now you can achieve the same at home with her new pencil with a hyper-precise 1.5mm tip that’s designed for a micro dose of concealer. The gel formula is creamy and silky, allowing it to blend into skin, leaving a soft-focus matte finish that looks like skin. The twist-up mechanism pencil even has a sharpener at the base so the tip is always sharp and clean. $34, lisaeldridge.com

Gucci Beauty Mascara Le Magnétisme

If anyone knows color, it’s Gucci, which is why their second ever mascara is in the blackest black, with a mix of black and blue pigments to bring on the drama. Needless to say, the tube is also a fashion statement. It increases volume up to 90% and provides curl for up to 12 hours. The buildable formula won’t clump, flake or smudge. $36, sephora.com

Glossier Black Cherry Collection

In case you haven’t heard, black cherry is all the rage these days, and Glossier is here for it. They’ve introduced the in-demand hue to a slew of their favorites, including the No 1 Pencil, Cloud Paint and Lip Line, but it’s the classic Balm Dotcom that literally captures the flavor, featuring the essence of juicy Amarena black cherries with a burgundy red tint. $26, glossier.com

Chanel Jeux de Lumiéres Multi-Use Eyeshadow and Highlighter Palette

It only takes four gorgeous, shimmering shades for endless makeup looks. The limited-edition oversized powder palette compact includes a pink-coral, a rosy gold, a pinkish silver and a copper-gold that can be worn on the face, eyes and décolleté either solo or blended together. $90, chanel.com

Glow Recipe Watermelon Glow Niacinamide Dewy Flush

Glow Recipe does it again with this skincare-makeup hybrid, a buildable blush that brings a glow while nourishing skin. The tinted cheek serum comes in two shades: Watermelon Flush, a soft peachy-pink, and Berry Flush, a warm berry-plum. The skin-forward formula includes 3% niacinamide to minimize dark spots, hyperpigmentation and pores, jojoba oil-coated pigments to even tone while plumping and hydrating, centella asiatica to calm and ease redness, and watermelon and hyaluronic acid to hydrate and plump skin. $25, glowrecipe.com

Anastasia Beverly Hills Impeccable Blurring Second Skin Matte Foundation

You can thank Precision Blur Technology for keeping excess oil at bay, hydrating skin and blurring pores, fine lines and wrinkles. There’s also hyaluronic acid to moisturize and plump, leaving skin plump and moisturized. The long-wear formula lasts for up to 12 hours, delivering medium to full coverage in all 25 shades. To give it even more staying power, pair it with the new Anastasia Beverly Hills Impeccable Blurring Matte Setting Spray. $46, anastasiabeverlyhills.com

Dior Addict Lip Glow

Dior’s iconic tinted lip balm is offered in 10 new shades in both cool and warm tones to flatter. The skincare-makeup hybrid delivers up to 48 hours of moisture, courtesy of cherry oil and shea butter. It has a custom element thanks to its reaction to the lips’ pH level, giving everyone a unique glow. Lips are left smooth, plumped and hydrated, with a touch of color. $40, dior.com

Westman Atelier Lit Up Highlight Stick

It’s no wonder that Petal is a best-selling shade for Westman Atelier—it’s the perfect rosy hue that gives off a natural flush. Now it’s available in three new products. The Lit Up Highlight Stick is a translucent gel highlighter, and in Petal it especially gives even dull skin a gorgeous glow and glassy finish. Petal is also available in Lit Suede Matte Lipstick and Squeaky Clean Liquid Lip Balm. $48, westman-atelier.com

Rare Beauty Soft Pinch Liquid Contour

People can’t get enough of Rare Beauty’s Soft Pinch Liquid Blush and now that same formula is available in a liquid contour that’s a cinch to use. All seven shades are loaded with long-lasting pigments so that the streak-free formula wears all day long. Buildable and blendable, it works seamlessly both under and over makeup to add dimension to your face. $28, sephora.com

Summer Fridays Dream Lip Oil

The lip oil craze owes a lot to the Summer Fridays Dream Lip Oil, and now it’s available in four new shades. It has the same fan favorite formula, known for delivering high shine, a buildable semi-sheer tint and major moisture. The new shades include Midnight Berry, a warm berry; Rose Bud, a cool pink; Warm Beige and Bare Sand, a neutral sand. $26, summerfridays.com

Urban Decay Face Bond Luminizer

This liquid highlighter simply doesn’t quit. The waterproof formula lasts for up to 12 hours and is transfer-, sweat-, humidity- and smudge-resistant. Available in eight shades, from a light pearl to a bronze, each hue catches the light with its pearls. It’s also spiked with 3% niacinamide to nourish. $34, urbandecay.com

Olivia Umma Glow Ceramide Liptox

Leaving just a hint of tint, this has the sheen of a gloss but the nourishment of a balm. Long-lasting and never sticky, it’s spiked with ceramides, avocado oil and shea butter. It comes in three shades: Pink, burgundy and orange. $22, oliviaumma.com

Benefit Cosmetics Bad Gal Bounce Mascara

Accurately named, this volumizing mascara will bring plenty of bounce to your lashes—think bigger, fluffier, fuller. It’s smudge-proof, clump-proof and flake-proof, with impressive staying power. $29, benefitcosmetics.com

Armani Beauty Luminous Silk Acqua Highlighter

Super shimmery, this liquid highlighter really knows how to find its light for major shine. Beautifully blendable, it has niacinamide, caffeine and glycerin to hydrate. It comes in five shades so everyone can find their sheen. $39, sephora.com

Spike Valentino Lip Shimmer Stick

Purple is the color of royalty, and the limited-edition shade Lilac Rain will certainly make you feel like a queen. It enhances your natural lip color and washes it in lavender iridescent shiny splendor. It can be work solo or layered over lipstick. Either way, it provides 10 hours of comfy wear. $48, nordstrom.com

Lawless Forget the Filler Skin-Plumping Line-Smoothing Foundation

Lawless is famous for their plumping, hydrating products, and their new foundation is no exception. Despite being light as a feather, the foundation provides full coverage and Maxi-Youth smooths the appearance of fine lines and improves skin elasticity over time. Providing 12-hour wear, it has a blurring effect and is non-comedogenic and fragrance-free. The formula has a blend of glycerin and caprylic/capric triglyceride to repair the skin barrier, hydrate and soothe, as well as antioxidant vitamin E to safeguard skin from damage. $43, lawlessbeauty.com

DIBS Jam Jam Lip

A cross between a lipstick and a balm, this cushiony lip melt feels soft and comfy, courtesy of peptides, castor oil and hyaluronic acid. Beautifully buildable for sheer to rich color, it comes in six shades, all with a yummy peach-orange-vanilla flavor. $26, dibsbeauty.com

Tom Ford Rose Exposed Eye Color Quad

A mainstay in makeup, Tom Ford created Rose Expose, a limited-edition color collection, to celebrate the flower in all its facets. Inspired by the new private blend fragrance Rose Exposed, each color in this powder eyeshadow quad with a gorgeous rose motif has a shimmery finish and can be worn alone or blended. $100, tomfordbeauty.com

Sisley Paris Phyto-Rouge Velvet

It only takes one swipe of this velvety lipstick to deliver gorgeous color that also blurs fine lines. All 12 matte shades, ranging from nude to statement red, have a soft glossy finish and smoothing effect, and are buildable to get the color you want. $75, sisley-paris.com

Le Rouge Francais Catenella Nail Polish

Free of all the icky ingredient often found in nail polish, this 12-free formula features a bio-sourced base consisting of fruit acids and potato and cassava starch. The color is courtesy of natural red algae pigments. $28, lerougefrancais.com

Sarah Creal The Adults Are Talking Lip Balm

Sarah Creal’s The Adults Are Talking Lip Repair now comes in four sheer shades to offer the same smoothing, hydrating formula that fights fine lines, but with a touch of color. Lips are left softer and plumper thanks to capuaçu butter, peptides, phospholipids and lactic acid. $42, sarahcrealbeauty.com

Danessa Myricks Beauty Yummy Glow Skin Serum

The beauty world loves a makeover, which this high wattage serum just got. Now available in a new pink shade, Fresh Pressed, it’s a shimmery rosy pink that works on all skin tones to brighten, prime and hydrate. Packed with antioxidants like kiwi, dragonfruit, fig and pomegranate, it also has turmeric and squalane sourced from olive to nourish skin and give a glow from within. The packaging is updated for all shades, too. $34, danessamyricksbeauty.com

Kosas Revealer Extra Bright Serum Powered Color Corrector

Designed for the undereye area, this full coverage color corrector brightens, erases dark circles and depuffs. The creamy liquid formula blends like a dream and wears for hours without creasing, settling or caking. Available in five shades, it’s made with peptides, caffeine and hyaluronic acid to nourish the delicate area. $32, kosas.com

Hourglass Phantom Volumizing Glossy Balm

Did you know there can be up to 1,000 insects in a single red lipstick? That’s why Hourglass created their patent-pending Red 0, the first vegan industry replacement for carmine. It’s now available in their best-selling selling Phantom Volumizing Glossy Balms, along with three new pearlescent shades. Sheer and buildable, it’s no wonder the Volumizing Glossy Balm has a celeb following, including Emily Ratajkowski, Sofia Richie Grainge and Laura Harrier, to name a few. $38, hourglasscosmetics.com

Glossier Shadow Stick

With a color range of five shades inspired by grunge, everything about this eyeshadow stick is cool. The jumbo crayon makes it fun and easy to apply, and there’s a 30-second window to smudge and blend the creamy, lightweight formula before it dries down and doesn’t budge. $22, glossier.com

No7 Pro-Artist Collection Gel Cream Bronzer

Skincare brand No7 just released their first makeup line, developed with makeup artists to ensure it’s user-friendly, comfortable to wear and has staying power. After Bethenny Frankel shared the No7 Gel Cream Bronzer on TikTok it sold out in just hours. Available in two shades, the lightweight, buildable formula gives a sun-kissed glow with its creamy formula with a radiant finish. $18.99, amazon.com

Estee Lauder x Ladurée Eyeshadow Palette

You won’t find a sweeter collab than Estee Lauder x Ladurée. The limited-edition collection includes a lip oil trio that takes inspiration from Ladurée’s boxes, a lipstick duo and an eyeshadow palette that looked to Ladurée’s confections as its muse. A mix of eight shades in frost and matte finishes, the hues are good enough to eat. $60, esteelauder.com

Laura Mercier Tinted Moisturizer Natural Dewy Broad Spectrum SPF 30 Sunscreen

We have Laura Mercier to thank for introducing the OG tinted moisturizer. Now the original formula is being relaunched with an ingredient reformulation and new look that took four years to develop. It has the same texture and finish of the first iteration, but with new skincare perks to hydrate and give the coverage more staying power. $50, sephora.com

Lancome Flutter Extension Instant Lengthening Mascara

The name says it all—this mascara is the next best thing to extensions. The formula has a wax-in-water emulsion that stretches lashes and lasts for up to 24 hours. For even more drama, its elastomer brush has over 480 nano bristles to separate and lengthen every lash. $30, lancome-usa.com

Jones Road Gel Liner

Makeup artist Bobbi Brown put gel eyeliner on the map and now she’s introducing one to Jones Road. Packed with pigment, it glides onto lids and stays put, thanks to the creamy water- and transfer-resistant formula. It comes in four shades: Black (a jet black), Brown (a deep chocolate), Violet (a deep aubergine) and Navy (a midnight blue). Use the matching Precision Eyeliner Brush to make application even smoother, courtesy of its angled, firm bristles. $32, jonesroadbeauty.com

Stila Liqua-Play Eye Shadow

You really will want to play with this buildable, blendable liquid long-wear eyeshadow, whether that’s with your fingers, a makeup brush or its dual-sided applicator. The texture melts into skin and has a “Blend + Set Action” to ensure it won’t fade, crease or migrate and has a matte finish. Shea butter and vitamin E make it comfortable to wear. $25, stilacosmetics.com

Fenty Beauty You Mist Makeup-Extending Setting Spray

Rihanna wanted a setting spray that would keep her makeup on lockdown, so that’s exactly what she created. Stretching to 12-hour wear, it’s alcohol-, oil- and fragrance-free, but its true achievement is the InvisiFlex Defense Shield technology that safeguards skin from pollution and environmental stressors while giving makeup flexible hold. Made for all skin types, it has antioxidants, including wild thyme extract to soothe, smooth and hydrate, plus balance skin. $32, fentybeauty.com

Tarte Cosmetics Life Lock Hydrating Setting Spray

Spritz this on and your makeup will stick around for a whopping 16 hours and keep your skin hydrated. It’s loaded with skin-loving ingredients, including 10 superfruits like acai, maracuja and goji, as well as triluronic acid, amazonian clay, niacinamide and aloe leaf extract. It also comes in a travel size for on-the-go. $32, tartecosmetics.com

Makeup By Mario SuperShine Lip Gloss

Proof that the new dawn of lip gloss is upon us, this formula gives major shine and moisture, without ever feeling sticky. All 11 shades leave a sheer wash of color, along with pomegranate extract, jojoba oil and hyaluronic acid to nourish and hydrate. $26, makeupbymario.com

Charlotte Tilbury Palette of Beautifying Eye Trends

Thirty years of artistry went into these six limited-edition eyeshadow palettes. Each contain nine shades that flatter all skin tones and can be used to create looks that take you from day to night. The palettes play on current color trends and feature five new textures and finishes. $60, charlottetilbury.com

Haus Labs by Lady Gaga B Structural Volumizing + Lengthening Mascara

Lady Gaga knows how to turn up the volume—and that goes for lashes too. Boasting biotech enhancement, the world’s first vegan B-silk mascara brings on five times the volume, plus it lengthens lashes. The mascara improves the health of lashes and strengthens them to prevent lash loss. $29, hauslabs.com

Make Up For Ever Super Boost Perfecting Moisture-Boosting Skin Tint

The ultimate your skin but better skin tint, the super blendable formula leaves a natural finish with a sheer sheen. Buildable for sheer to medium coverage, it has polyglutamic and hyaluronic acids to hydrate and plump, plus grapefruit extract for healthier looking skin. All 18 flexible shades plump skin for 12 hours and hydrate for 72. $36, sephora.com

Laneige Glaze Craze Tinted Lip Serum

Known for cornering the market with their Lip Sleeping Mask, Laneige is introducing their first color cosmetic stateside, and of course it’s for lips. The gloss features 95% skincare ingredients to nourish your pucker, plus it has buildable coverage and major shine. It comes in four donut-inspired shades: Sugar Glaze, a nude beige; Peach Glaze, a peachy coral; Chocolate Frosting, a warm brown; and Cinnamon Sugar, a mauve pink. $22, laneige.com

Grande Cosmetics GrandeWRAP Tubing Mascara

After making lashes an entire category, Grande Cosmetics is introducing this tubing mascara that nourishes lashes with provitamin B5 and mango butter for health perks both instantly and over time. The mascara wraps each lash to lengthen, lift and define, with vegan beeswax to keep the look locked in without flaking or smudging all day long. $25, grandecosmetics.com

Fenty Beauty Cheeks Suede Powder Blush

If cream and powder blush had a baby, it would be this blendable, bold baby. Available in both matte and shimmer shades, it has a diffused finish that is wearable and weightless. It’ll stick around too, since it’s waterproof, sweat- and humidity-resistant. Apply it with the matching Fenty Beauty Blush Brush 155. $28, fentybeauty.com

Well People Lush Lip Tinted Oil

New shade Wildflower, a sheer coral red, looks good while doing good—100% of proceeds benefit Lipstick Angels to help those affected by cancer. It provides a hint of color with loads of shine and has a natural peppermint scent. The plant-powered formula nourishes lips with shea butter, a vegan Lanolin alternative and a botanical oil blend. $12, wellpeople.com

Tarte Cosmetics Lights, Camera, Lashes Platinum

Tarte gave one of their most popular mascaras a “skinification” makeover, with a new mascara-serum hybrid formula with biotin, vitamins B, E and C, and avocado, jojoba and olive oils to boost lash growth while conditioning and nourishing lashes. The long-wear formula lasts for 16 hours and is sweatproof, 14-hour flake-free and 24-hour smudge-proof. $28; tartecosmetics.com

Iconic London Get Cheeky Face Powder Palette

Everything you need for a gorgeous flush is packed into one palette that has two bronzers and two blushes that are all gradient powders to cover a wide spectrum, in both soft matte and shimmering finishes. Spiked with vitamin E for an antioxidant boost and lightweight emollients, they glide onto skin and flatter every tone. $39, iconiclondoninc.com

DIBS The Duet Baked Bronzer

Fake a vacation with these baked bronzers that also work as highlighters and even eyeshadow for an all-over glow. Available in four shades inspired by coffee, it only takes a single swipe for major color payoff, plus the formula blurs imperfections. $34, dibsbeauty.com

Benefit Cosmetics Mighty Fine Brow Pen

With 0.1mm brush tips on the very first triple-tip brush pen, it’s also the thinnest out there, meaning its hair-like strokes are even more convincing. It only takes a few swipes to fill in and define brows. The 24-hour wear formula comes in eight shades and is sweat-proof and waterproof. $28, benefitcosmetics.com

Anisa Multi-Powder Blush Brush

Anisa is behind some of the biggest beauty brands’ makeup brushes, so of course this powder blush brush is a total champ. Expertly sculpted, the brush has a rounded shape to sweep blush exactly where you want it over the cheeks and allows for targeted application. The medium-density fibers are soft and flexible, and the patented handle design is comfortable to hold while offering complete control. If you’re a cream blush type, there’s a new brush for that too. $32, anisabeauty.com

Versed Sheer Stay Liquid Eye Shadow

After becoming one of the fastest-growing clean skincare brands, Versed is launching makeup, and it’s no surprised that it’s designed to be good for your skin. Take their Sheer Stay Liquid Eye Shadow, which contains caffeine to depuff and a fruit complex to moisturize and smooth fine lines. It looks as good as it feels, imparting a buildable sheen and shimmer that can be built up or worn subtly. The creamy formula is a cinch to apply, whether you opt for fingers or a brush, and stays exactly where you want it all day. $13.99, versedskin.com

Glossier Ultralip

Consumers asked and Glossier listened. Ultralip, a lush lipstick with the feel of a balm that was inspired by ‘90s model culture and old Hollywood glamour, is available in two new shades. There’s Crest, a throwback to ‘90s brown, and Flute, a bold red that screams golden age of Hollywood. $22, glossier.com

Thrive Causemetics Sheer Strength Moisturizing Matte Lip Tint

Mattes sometimes have a bad reputation for being drying—but not this tint, thanks to its Moisture Matte Technology that brings 48 hours of hydration with its blend of oils and botanicals. It’s also infused with vitamin E and hyaluronic acid for even more nourishment. Available in six shades, the sheer color is buildable and has a blurred matte finish. $26, thrivecausemetics.com