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Latest Launches
What's hitting US shelves this week. 8-10 fresh entries every morning at 6 AM ET, drafted by the BeautySift news desk and validated against brand press rooms.
- skincare May 10, 2026
Biodance
Biodance Turns Jelly Skincare Into a Sprayable Serum Mist
PS Beauty's May 11, 2026 roundup lists Biodance Caviar PDRN Jelly Serum Mist at $19, bringing the brand's bouncy hydrogel language into an easy mist format for dewy hydration.
- fragrance May 10, 2026
Coach
Coach Cherry Parfum Adds a Tart Fruity Floral to the Fragrance Shelf
PS Beauty's May 11, 2026 roundup lists Coach Cherry Parfum at $85 and cites cherry, jasmine and amber notes, making it one of the month's more mainstream fruity-floral fragrance launches.
- haircare May 10, 2026
Dr. Alan Bauman
Dr. Alan Bauman Launches Boost DHT-Control Shampoo System
PS Beauty's May 11, 2026 launch roundup lists Dr. Alan Bauman's $98 Boost DHT-Control Shampoo and Weightless Conditioner System, a notable hair-care drop for shoppers watching shedding and fine-hair density.
- tools May 14, 2026
Dyson
Dyson Shrinks the Supersonic Into a Travel Hair Dryer
L'Officiel USA's May 15, 2026 launch edit lists the Dyson Supersonic Travel Hair Dryer at $299, giving frequent travelers a compact high-speed dryer option with voltage-adapting positioning.
- skincare May 14, 2026
goop beauty
Goop Beauty Debuts 20% Vitamin C+ Advanced Brightening Serum
L'Officiel USA's May 15, 2026 edit lists goop beauty's 20% Vitamin C+ Advanced Brightening Serum at $125, putting a high-strength L-ascorbic acid serum into the prestige brightening race.
- makeup May 14, 2026
Kosas
Kosas Launches Impressionist Multistick for Lips and Cheeks
L'Officiel USA's May 15, 2026 edit lists the Kosas Impressionist Multistick at $34, adding another cream color option for shoppers who want one product for cheeks, lips and quick underpainting.
- makeup May 14, 2026
Merit
Merit Adds Six Shades to Signature Lip Liner for Summer Lip Looks
L'Officiel USA's May 15, 2026 edit says Merit added six Signature Lip Liner shades, giving minimalist-makeup shoppers more undertone choices for shaping lips without a heavy lipstick look.
- skincare May 14, 2026
Sulwhasoo
Sulwhasoo Brings First Care Activating Serum to the Eye Area
L'Officiel USA's May 15, 2026 edit lists Sulwhasoo First Care Activating Eye Serum at $90, extending the First Care franchise into a cooling-tip eye product for puffiness and firmness concerns.
- makeup May 14, 2026
Dior
Dior Addict Glass Lipstick Arrives With Two Shine Finishes
Glossy lipstick is taking share from both opaque satin lipstick and traditional lip gloss. Dior's $48 launch matters because it puts mirror-shine and sparkle finishes into a prestige bullet format, with 16 shades for shoppers who want shine without a separate gloss layer.
- haircare May 14, 2026
dpHUE
dpHUE Launches Camo+ Tinted Dry Shampoo Powder
Gray blending and root refresh products are converging. dpHUE's Camo+ launch matters for shoppers managing oil, visible scalp, sparse spots or grays between color appointments without using aerosol dry shampoo.
- skincare May 14, 2026
Dr. Althea
Dr. Althea Brings 345 Relief Serum to the US K-Beauty Shelf
Dr. Althea is moving a cream-led K-beauty franchise into serum format at an accessible $22 price point. The launch matters for shoppers who want barrier support without fragrance, especially when active-heavy routines are causing dryness or visible redness.
- makeup May 14, 2026
e.l.f. Cosmetics
e.l.f. Adds a $7 Soft Glam Cream Bronzer Stick
Cream bronzers can be more forgiving than powder on dry or textured skin, but shade depth and undertone matter. e.l.f.'s $7 price makes the format more accessible while adding pressure on prestige bronzer sticks.
- beauty-tech May 14, 2026
ghd
ghd Introduces the Speed Ionic Hair Dryer at $429
High-end hair tools are increasingly competing on heat management rather than raw wattage. ghd's $429 launch matters because mature and color-treated hair shoppers often prioritize lower frizz and less visible heat stress over fastest possible drying.
- haircare May 14, 2026
Kerativ
Kerativ Redensify Treatment Serum Targets Scalp-First Hair Care
Scalp care is becoming a bridge between dermatology and beauty. Kerativ's launch matters because hair thinning is a high-priority perimenopause concern, and dermatologist-founded scalp products are competing with traditional cosmetic serums.
- skincare May 14, 2026
RANAVAT
RANAVAT Debuts Firming Bakuchi Serum for Fine Lines
Bakuchiol-adjacent formulas keep gaining attention from shoppers who cannot tolerate retinoids. RANAVAT's $145 launch targets firmness and fine lines with a luxury Ayurvedic positioning plus peptide support.
- skincare May 14, 2026
Thayers
Thayers Adds Hydrating Milky Mist With Oat Milk and Glycerin
Barrier-friendly mists are replacing old-school astringent toners for many shoppers. Thayers' $15 launch matters because it brings oat milk and glycerin hydration language to a mass-market brand known for toner.
- haircare May 20, 2026
Aveda
Aveda Tousle Texture Dry Texture Spray Targets Airy Summer Hair
Good Housekeeping listed Aveda Tousle Texture Dry Texture Spray in its May 21, 2026 new-beauty roundup, with a cited price of $37.
- skincare May 20, 2026
Blue Lagoon Iceland
Blue Lagoon Iceland BL+ Cleansing Balm Brings Spa-Brand Skin Care to May Launches
Good Housekeeping listed Blue Lagoon Iceland BL+ Cleansing Balm in its May 21, 2026 new-beauty edit, with a cited $38 price.
- haircare May 20, 2026
Herbal Essences
Herbal Essences Rose Hips Fragrance Hair Mist Adds a Budget Hair-Scent Option
Good Housekeeping featured Herbal Essences Rose Hips Fragrance Hair Mist in its May 21, 2026 roundup, listing the price at $9.97.
- makeup May 20, 2026
DIBS Beauty
DIBS Beauty Cool Blush Cheek Stain Adds a Low-Bulk Color Option
Good Housekeeping included DIBS Beauty Cool Blush Cheek Stain in its May 21, 2026 roundup, citing a $26 price.
- makeup May 18, 2026
Ilia
Ilia Skin Blur Serum Concealer Arrives at Ulta for Spring 2026
Parade listed Ilia Skin Blur Serum Concealer as 1 of 9 spring 2026 makeup launches at Ulta on May 19, 2026, with a cited Ulta price of $32.
- skincare May 20, 2026
IS Clinical
IS Clinical GeneXC Firming Eye Gel Joins May 2026 Skin-Care Launches
Good Housekeeping named IS Clinical GeneXC Firming Eye Gel in its May new-beauty roundup published May 21, 2026, listing the product at $130.
- makeup May 18, 2026
Marc Jacobs Beauty
Marc Jacobs Beauty Drawn This Way Eyeliner Leads the Brand’s 2026 Relaunch
Forbes reported on May 19, 2026 that Marc Jacobs Beauty is relaunching with a 72-piece lineup; Drawn This Way Eyeliner is cited in 21 shade finishes.
- fragrance May 20, 2026
Phlur
Phlur Honey Moon Eau de Parfum Enters the May Fragrance Queue
Good Housekeeping featured Phlur Honey Moon Eau de Parfum in its May 21, 2026 new-beauty roundup, listing the fragrance at $99.
- beauty-tech May 21, 2026
Omnilux
Omnilux Mini — A Targeted LED Device for Eye Area and Spot Treatment
At-home LED is the fastest-growing beauty-tech subcategory (+47% YoY 2025). Omnilux holds the prestige LED mask position with the Contour. The Mini extends premium positioning into the targeted-device tier — CurrentBody Eye Perfector, Therabody RecoveryFace Mini — and solves the practical use case of running LED while you work.
- skincare May 18, 2026
Drunk Elephant
Drunk Elephant Launches Bouncy Brightfacial Glycolic Toning Pads
Toning pads are the fastest-growing exfoliant format — Glow Recipe Watermelon Glow Niacinamide Pads and Goop's GoopGlow Microderm Pads have driven category growth +38% YoY. Drunk Elephant entering the segment legitimizes pads as a clean-prestige format and pulls share from The Ordinary's much cheaper 7% glycolic toner.
- makeup May 20, 2026
Charlotte Tilbury
Charlotte Tilbury Drops Magic Cream Pearl — Pearl-Infused Glow Moisturizer
Magic Cream is Charlotte Tilbury's hero franchise — over 1 million jars sold annually. The Pearl edition is the first reformulation in three years and targets the dullness-and-glow segment where The Outset, Augustinus Bader, and Tatcha compete.
- makeup May 17, 2026
Glossier
Glossier Drops Four New Skywash Sheer Matte Lid Tint Shades
Skywash launched in 2021 and has been Glossier's most successful eye product since Boy Brow. The 2026 shade additions target the warm-undertone gap that's driven shoppers to Tower 28 Cream Bronzer and ILIA Liquid Powder Eye Tint. New primer-base technology is Glossier's R&D pivot toward longer-wear formulas after years of soft-glow positioning.
- wellness May 19, 2026
Nutrafol
Nutrafol Launches Postpartum Hair Growth Formula
Postpartum hair loss affects 50-90% of new mothers, peaking 4 months after delivery. No major brand has launched a postpartum-dedicated formula before this. Nutrafol's RCT data on the original Women formula (Ablon 2018) gives shoppers clinical evidence they won't find in the supplement aisle.
- makeup May 19, 2026
Rhode
Rhode Adds Three New Pocket Blush Shades for Late Spring 2026
Pocket Blush sold out in 48 hours at its 2024 debut. Rhode has expanded the line three times since. The new earth tones target shoppers with warm-yellow undertones who have struggled to find cream blushes — a complaint frequently logged in Sephora reviews of the original shade range.
- makeup May 14, 2026
Saie
Saie Adds SPF 35 to Glowy Super Skin Skintint — Now in 22 Shades
Tinted SPF is the highest-growth sub-segment in prestige sun care (+62% YoY 2025). Saie joins ILIA Super Serum Skin Tint and Supergoop Glowscreen in the clean-mineral-tinted space. The 22-shade range nearly doubles Saie's previous coverage and addresses a frequent complaint about shade inclusivity in the prestige tinted SPF category.
- makeup May 13, 2026
Kosas
Kosas Launches Plush Matte Lipstick With Hyaluronic-Acid Base
Matte lipstick has been a category laggard since 2020 — shoppers cite dryness and feathering as primary complaints. Kosas' angle — using skincare actives inside the bullet — mirrors the strategy Rare Beauty used to revive matte with Soft Pinch Liquid Blush. Early Sephora pre-launch reviews show 4.6-star average across 1,200 ratings.
- skincare May 11, 2026
Augustinus Bader
Augustinus Bader Launches The Eye Cream Pro — TFC8 at Higher Concentration
Augustinus Bader is the standard-bearer for super-premium skincare priced over $250. The Eye Cream Pro at $295 enters a tier currently held by La Mer The Eye Concentrate ($240) and Sisley Sisleÿa Eye Cream ($245). The TFC8 concentration step-up addresses customers who have used the original Eye Cream for two-plus years and want a more concentrated upgrade.