The Biggest Beauty Launches of 2020 So Far

By Patricia Shannon
February 13, 2020
Each product we feature has been independently selected and reviewed by our editorial team. If you make a purchase using the links included, we may earn commission.
Credit: Essie

It was hard to narrow down this list—really hard. With so many amazing beauty launches in the first weeks of 2020, our work has been cut out for us. We’ve included some of our new favorites as well as products that we absolutely can’t wait to get our hands on. From an innovative blue-light-blocking foundation to a fresh shampoo that has skin care-inspired ingredients, these beauty buys have set the bar in a major way for the slew of new products slated to hit shelves this year. It’s time to warn your bank account—new beauty is coming.

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Milani Screen Queen Foundation

Credit: Ulta

Buildable coverage that provides a light-to-medium finish is just the start. The real star power here is the brand’s Bluelight Filter Technology that wards against digital damage (think hyper-pigmentation, discoloration, and dullness).

Buy: $13.99; ulta.com

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Fenty Beauty By Rihanna Full Frontal Volume, Lift & Curl Mascara

Credit: Fenty Beauty by Rihanna

This mascara is making waves for its do-it-all resume. It fans, it lengthens, it lifts, and it defines. We’re calling it your new lash MVP.

Buy: $24; sephora.com

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Essie Talk Sweet to Me

Credit: Essie

It’s time to lighten up. Ditch the deep colors and opt for this creamy mauve pink, perfect for times when you’re ready to bust out the spring colors but Mother Nature isn’t quite on board yet.

Buy: $8.99; target.com

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Milani Rose Transforming Lip Balm

Credit: Milani Cosmetics

Rose and coconut oils and a dose of vitamin E make this good-for-you balm just the ticket for chapped winter lips. It’s formulated with pH-reacting polymers that create a unique-to-you lip shade upon application.

Buy: $8.97; walmart.com

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L’Oréal Paris Revitalift Derm Intensives 10% Pure Glycolic Acid Serum

Credit: Ulta

Glycolic acid is known for its gentle exfoliating benefits. This concentrated formula promises resurfaced skin in just one week along with noticeably brighter, smoother derma.

Buy: $29.99; ulta.com

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NYX Born to Glow! Radiant Concealer

Credit: Ulta

A puff-blender tip is designed to allow for precise, no-mess application. The micropearl-infused formula comes in 24 radiance-boosting shades.

Buy: $9; ulta.com

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Perricone MD Cold Plasma+ Sub-D/Neck

Credit: Perricone MD

Sound familiar? That’s because Cold Plasma+ is a revamped version of Perricone MD’s iconic neck treatment. It’s designed to treat lines, wrinkles, sagging, and uneven texture specifically on the neck and jawline. Caffeine helps to provide a chiseled, more sculpted appearance.

Buy: $135; perriconemd.com

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Honest Beauty Lit Powder Blush Frisky

Credit: Honest Beauty

Each of the four shades (Femme: deep mauve, Flirty: peachy pink, Foxy: peachy coral, and Frisky: nude rose) are perfectly blendable, providing a subtle glow that sets and defines cheekbones. A bit of shimmer gives a hint of luminosity.

Buy: $12.99; amazon.com

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Paula’s Choice CLINICAL Niacinamide 20% Treatment

Credit: Paula's Choice

Pore problems? Niacinamide has you covered. It’s used to tighten sagging and enlarged pores while also having a hand in warding off damage from UVB light. What makes this formula different than other niacinamide-boasting products on the market is its whopping 20% concentration.

Buy: $48; paulaschoice.com

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göt2b® Be Twisted™ Curl Reviver Cream

Credit: göt2b®

Let second-day curls live up to their full potential with a cream that moisturizes and defines without leaving behind even a hint of tackiness.

Buy: $4.97; walmart.com

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Drunk Elephant F-Balm Electrolyte Waterfacial

Our testing editor said her skin felt instantly hydrated upon application—and that was after a weekend packed with notoriously skin-drying flight time. You might notice tiny beads within the cream formula, they’re loaded with vitamin F (thus, F-Balm) which heals and provides soothing hydration to the outermost layer of skin. Use the mask overnight by applying as the last step in your evening skin care routine.

Buy: $52; sephora.com

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Bite Agave+ Intensive Lip Mask

Credit: Bite

We get it, $26 for a lip balm is a little aggressive—but, in our defense, it’s way more than that. This lip mask comes in two flavors/shades: Agave (clear) and Buzzed (rose gold pearl). It’s armed with soothing Agave Nectar, antioxidant-boosting açaí, and moisturizing mangosteen extract to create a super intensive lip mask that will go to work on even the most parched lips. 

Buy: $26; sephora.com

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Lancôme Rènergie Lift Multi-Action Ultra Double-Wrapping Cream Face Mask

Credit: Lancôme

Each sheet mask is soaked with 20g of Rènergie Lift Multi-Action Ultra cream, meaning you’re getting a moisturizer and a mask in one. Leave it on for 20 minutes, then gently blend the remaining cream into your skin.

Buy: $68/box of 5 masks; ulta.com

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Aquis Detoxifying Hair and Scalp Wash

Credit: Aquis

Remove styling-product buildup with activated charcoal and salicylic acid. They’ll get the job done without stripping hair of natural oils. 

Buy: $28; aquis.com

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Dermalogica BioLumin-C Eye Serum

Credit: Dermalogica

Vitamin C has been known to brighten and firm, but this complex is specifically create to combat early signs of aging—call it your intro into around-the-eye care.

Buy: $70; ulta.com

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Garnier Fructis Treats Aloe Shampoo

Cool and refreshed, nourished and hydrated—the benefits of Garnier’s latest Treats Shampoo and Conditioner line launch had us at hello. Other options include Nourishing Treat Shampoo & Conditioner + Coconut Extract, Damage Repairing Treat Shampoo & Conditioner + Papaya Extract, and Soothing Treat Shampoo & Conditioner + Avocado Extract.

Buy: $5.79; target.com (shop the conditioner here)

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By Patricia Shannon