Launch List: The Best Makeup Launching in May

Hundreds of products come across our desks every month, but not all of them deliver on their claims or live up to the hype. (Not everything that goes viral on TikTok is a miracle worker.) This is our exclusive curation of the best-in-class makeup products receiving rave reviews from our team and hitting shelves right now. 

1 / 5

Saie Hydrabeam ($26)

We have a feeling this will be one of the best-selling concealers of the year, and the hundreds of five-star reviews (so far; it just launched) prove it. Available in nine shades, the whipped-gel formula somehow feels like an eye cream as it glides over dark circles—it’s that silky. The secret lies in the supremely hydrating ingredient base of squalane, glycerin, and cucumber and tomato extracts. This also allows it to blend seamlessly without creasing or settling into (and exaggerating fine lines).

It’s also been clinically tested (not many concealers are) on 33 women ages 18 to 45 over four weeks, and the results match our sentiments to a tee: 91 percent of users agreed it brightened and illuminated the eye area over time, as well as made it feel moisturized and hydrated.

 

2 / 5

Victoria Beckham Beauty Instant Brightening Waterline Pencil ($28)

One of many celebrity makeup artists’ best-kept secrets? Apply a white (or light) eyeliner on the waterline to make eyes look bigger and brighter. This matte, eight hour–wear pencil does just that with a neutral beige shade, which is a lot more natural-looking than stark white and flatters all skin tones. It’s also been ophthalmologist-tested, dermatologist-tested and won’t irritate your eyes if you wear contacts like I do.         

“I distinctly remember the first time a makeup artist used a nude pencil along my waterline,” Beckham says. “I was preparing for the 2015 British Fashion Awards. I looked instantly polished and like I’d had eight hours sleep (far from it!). I’ve been searching for the perfect clean waterline pencil ever since. Now, I’ve created it.” 

3 / 5

REFY Skin Finish ($32)

On the hunt for a foolproof finishing powder, founder Jess Hunt worked on developing this product for more than a year. The result: a translucent, water-based powder that locks makeup in place with a pore-blurring, oil-absorbing effect, but lets skin’s natural beauty shine through rather than over-mattifying or caking like the banana powder trends of years past.

It comes in two universal shades: Choose 01 if you have yellow or warm undertones in your skin, and 02 if you have pink or cool undertones. “I know how hard it is to find a product that leaves your skin looking and feeling like skin while setting makeup in place, and we’ve worked so hard to perfect the formula to make sure it’s absolutely perfect,” says Hunt.  

4 / 5

Keys Soulcare Sheer Flush Cheek Tint ($22)

Known for her minimalist approach to beauty, Alicia Keys nailed it with this creamy, blendable blush that was inspired by the way skin looks when it’s naturally flushed. Eight shades suit every preference—I’m partial to Powerful, a raspberry-red hue, for summertime—and the vegan formula is buildable so you can go more subdued or more dramatic. The addition of sunflower seed and safflower oils also give it hydrating benefits, so it’s great for dry skin, too, and you can also use it on your lips.

Still Life of Sheer Flush Cheek Tint in all shades 5 / 5

RÓEN Eyes on Me Eyeshadow Palette ($46)

A gorgeous palette for creating a summer smoky eye—swap those heavy blacks and grays for terracottas and golds that will make your eyes glow. Included in the quad: Flash (sparkly rose gold powder), Polaroid (matte copper powder), Filter (creamy pale rose gold) and Selfie (creamy burnt orange)—the latter two have the most dreamy silky texture.

Pro tips: For more pigment, apply directly to your lids with your fingertips, and for a more natural wash of color, apply with an eyeshadow brush. Click here to watch a tutorial.

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