We tried January's big beauty launches months ago – these are the best
Psst…we’ll let you in on a little secret – the beauty cupboard at Good Housekeeping HQ could really do with a little declutter. It’s bursting with hundreds of buttery lip balms and littered with liquid eyeliners, and it’s our job (tough gig, we know) to test them all and see which ones are truly deserving of their cult status, and which are best left on the shelf.
Each month, we get hundreds of new beauty launches dropped on our desks, and it’s rather telling to see which pots and potions get nabbed first, and which ones our editors go on to buy themselves. So, we thought we’d pull back the curtain and curate a list of the best things to come out of the post room every month (we'll be updating this link throughout the year with our favourite new releases).
As we test thousands of formulations, tools and beauty gadgets each year, you can be sure you’re in safe hands with our recommendations – in true Good Housekeeping style, we won’t include anything that doesn’t genuinely do the trick.
Whether it’s a beautiful cream blush, a buzzy new perfume or a hydration-locking hair mask, make your next beauty purchase count with these editor-approved picks.
Best new beauty launches January 2025
Blush Balm
“If you haven’t heard about the Merit Flush Balms but you’re into your minimal makeup, where have you been? These dome-shaped, creamy balms are so popular among beauty editors, there was an audible squeal of excitement in our office when we heard the brand was coming to the UK back in ‘23.
This month, Merit has added another five fabulous shades to the seven-strong blusher colour range, and I, for one, am ecstatic. ‘Le Bonbon’ is the stand-out on first look – it’s playful, bright, and brilliant on darker skin tones – but a few of the new brown and bronze-y toned taupes would also make the perfect product to pop in your handbag for an instant healthy, subtle flush.
This is the product I recommend when somebody asks me what to buy their beauty-loving friend/sister/mother/daughter/grandma for their birthday – it’s buttery enough to work on mature skin and buildable enough to suit everyone.” Florence Reeves-White, Senior Beauty Writer, GHI
Face Sculpt Lift And Hydrate Moisturiser 70ml
“Though I firmly draw the line at a 2-in-1 shampoo and conditioner, I’m always intrigued by multi-purpose makeup products to save a step in my routine and space in my bathroom cabinet. REFY’s newly released Face Sculpt moisturiser is the latest example of how this can be done really well. It has a built-in roller massager that dispenses a relieving gel packed full of hydrating and rejuvenating glycerin (great for dry or flaky skin).
The cooling metal balls are fab for depuffing my sleepy face, so it’s become a firm favourite in my morning routine already. After cleansing, I’ll squeeze out the cream and take a few upward sweeps on my cheekbones and under-eye area to help with lymphatic drainage, leaving my complexion firm, lifted, and ready to apply my makeup. What more could you want?” Maddie Evans, Lifestyle Writer, GHI
Taif Rose Cologne
“My beauty testing has been somewhat curtailed lately by a rather nasty problem with my right arm. (Side note: It certainly makes you very aware of which brands don’t put enough time and care into ensuring their products dispense easily. A curse on all hard-to-squeeze shower gels!)
Fortunately, there’s one beauty product that’s always easy to test and enjoy regardless of a wonky hand, and that’s fragrance. A new early favourite for 2025 has to be Jo Malone London Taif Rose Cologne Intense. Not simply a rose by any name, this one is far more complex than your average English garden bloom. The inspiration comes from much further afield – namely, the Saudi Arabian city of Taif – where fragrant pink roses flourish at the mountain foothills. The result is an elevated floral blend, and it’s well worth a sniff even if you think rose fragrances aren’t usually for you.
Notes of coffee and amber nestle alongside the petals, making this an intriguing floral fragrance – and a breath of fresh mountain air after all the rich gourmands of the festive season.” Lynne Hyland, Beauty Director
Mighty Fine Brow Pen 3
“Benefit has long held the crown when it comes to brow products, and this new Mighty Fine Brow Pen is no different. With a triple-tip brush that draws tiny 0.1mm lines, it claims to be the finest brow pen out there, and I’m convinced. As someone with relatively thin, sparse brows, I need an ultra-fine tip that allows me to mimic each missing hair. This definitely delivers, and although I usually opt for a brow pencil, this has become a new staple in my makeup routine since it launched.
What impresses me the most is that even without using a gel to set my brows afterwards, the colour and definition of the pen alone can last a hefty 14 hours and look wonderfully put-together at the same time. Even if a couple of unruly hairs manage to poke out by the end of the day, my brows still look perfectly natural, rather than manually carved out. Simply shake the pen and apply strokes carefully throughout your brows, making sure they’re dry and foundation-free first.” Urmi Pandit, Beauty Assistant
Pro-Collagen Black Cherry Cleansing Balm 100g
“This skincare household name just levelled up its already-iconic, pro-collagen cleansing balm with a gorgeous black cherry version, and honestly, it smells so good I wish I could eat it (don’t do that obviously). The gentle, hydrating balm-like texture is like a welcome hug for my dry and tight winter skin, especially right now (cry).
The instant dose of hydration and skin-barrier protection is exactly the extra bit of TLC it needs, and the tantalising aroma is just the cherry on top... ” Maddie Evans, Lifestyle Writer, GHI
Honey Infused Gloss Hair Mask 230ml
“We’ve all heard about how great ceramides are for a healthy complexion – the skin barrier was last year’s beauty buzzword, and we know that these useful lipids not only strengthen it, but they stop moisture being lost during dry winter days.
And here’s where it gets interesting – they have the same effect on your hair shaft. If Gisou’s famous hair and lip oils are anything to go by, this honey gloss hair mask is set to be an instant cult classic. Aside from the beautiful hive-shaped packaging, which will look adorable in my bathroom, the hardworking hyaluronic acid (hello, hydration) and nourishing honey make my hair look old-school-Hollywood-glam levels of glossy when I leave it on for ten minutes after my shower.
Anything that makes me look put together with minimal effort gets a yes from me.” Florence Reeves-White, Senior Beauty Writer, GHI
Balm Dotcom – Black Cherry
“I am an unashamed lip balm lover. In fact, day-to-day, my handbag essentials go like this: keys, lip balm, then purse. And since Glossier’s Balm Dotcom has always held a top spot in my rotation – it’s perfectly lightweight and hydrating, with a hint of colour – you can imagine my joy when I heard there was a new shade launching in January, as part of the Black Cherry collection. As you can tell, cherries are having a real moment in the beauty space right now.
The collection is inspired by the charm of the vibrant berry, and while the balm’s pigment is definitely more natural than that suggests, I’m a huge fan overall. Using the same nourishing formula (which blends castor seed oil, beeswax and lanolin), Black Cherry is a subtle, sheer burgundy tint that sits beautifully on bare lips or – I’ve found – over a deep berry lip liner for a longer-lasting colour.
It offers the perfect ‘just-bitten’ look for the cold weather and is flattering on all skin tones. Plus, it actually smells (and dare I say, tastes…) lovely and fruity as well.” Urmi Pandit, Beauty Assistant
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