The Best Beauty Launches of February 2025 (2025)

February gets a bad rep for being a "blink and you'll miss it" month. But there's a number of beauty brands making sure the next 28 days are ones for the books.

Olay is elevating bodycare once again with its new body wash that utilizes five all-star ingredients to improve everything from hydration and elasticity to skin tone and texture. Then there's makeup guru Pat McGrath, who's bottled up a DIY version of the viral glass skin effect she created for the 2024 Maison Margiela runway. Additionally, there's new skincare, haircare and makeup for anyone looking for a mid-winter refresh.

Check out our top launches for February, below.

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TRESemmé A-List Dry Texturizing Spray

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Every red carpet and runway season, TRESemmé is always one of the major players behind some of the buzziest looks. Top hairstylists can’t get enough of the brand’s smoothing heat protectants, volumizing mousses, and of course their endless array of solution-focused sprays. Just in time for New York Fashion Week, the brand is introducing its A-List collection, its most luxe assortment created with those pros in mind, to elevate at-home hair styling. The eight products (in the brand’s most chic packaging to date) include a Smoothing Cream, Styling Stick and a trio of sprays: one for shine, one for hold and one for texture (shown).

Buy It! $12; target.com

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Odele Volumizing Foam

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In 2024, mousse made a major comeback. In 2025, it's all about foam. The difference? Mousses use a pressurized can to produce a formula the consistency of whip cream. Foams, however, utilize a pump, which gives the formula an airier texture. Leading this pack: Odele's latest (from its new collection which includes a Thickening Shampoo and Conditioner) which elevates fine to medium, straight to wavy hair types for up to eight hours (that's a whole day at the office, or, a whole night on the town —no judgement) and offers heat protection up to 450 degrees.

Buy It! $12; target.com

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Olay Super Serum Body Wash for Normal Skin

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Nobody does body wash like Olay does body wash. Long before it was on trend to infuse skincare ingredients into bodycare, the brand was loading its formulas with Vitamin B3, plus other MVPs such as hyaluronic acid, retinol or vitamin C, depending on the concern. For its latest iteration, the brand is taking inspiration from its award-winning Super Serum to deliver multiple benefits in one bottle. Super Serum Body Wash contains a concentrated serum with beta hydroxy acid to gently exfoliate, plus collagen peptide, niacinamide and vitamins C and E. The result: brighter, hydrated, firmer, smoother and more even skin from the neck down.

Buy It! $13; amazon.com

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NEQI Hair Perfume Spray

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According to Google Trends, searches for hair perfumes reached an all-time high in 2024. With a slew of beautiful new launches, we predict that the mists will get even bigger. NEQI is among the brands staking its name in the space. Its 13-piece haircare collection, which is already a smash hit with celebrity stylists, just debuted at Target. While the formulas, which range from targeted treatments to a Diamond Glass Styling Spray, are sure to be hits, we can't get enough of the fresh scents, which were created with a master perfumer.

Buy It! Signature, $15; target.com, and Woody, $15; target.com

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No7 Derm Solutions Cleansers

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You don’t have to be all that deep into beauty Reddit threads to read about the skin’s barrier. The epidermis (otherwise known as the top layer of your skin) protects the underlying layers from a laundry list of aggressors so it’s healthy, not stressed. Unfortunately, everything from a lack of sleep to UV exposure can compromise it. But luckily, there’s a number of new formulas to support barrier health, such as No7’s Derm Solutions cleansers and moisturizers, which are the product of more than 10 years of research and testing by more than a whopping 5,000 consumers. With options for either for dry and sensitive skin or oily and blemish-prone skin, the fragrance-free, non-comedogenic, ceramide-rich formulas are one of your best new defenses against damage.

Buy It! Hydrating Cream Cleanser, $18; walgreens.com and Daily Detox Gel Cleanser, $18; walgreens.com

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Cécred Tools Collection

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In the PEOPLE Style department, we're convinced that Earth spins on its axis because of the North Pole, the South Pole and because of Beyoncé. She was already a massive force in beauty prior to the debut of her haircare brand Cecréd in 2024, and her gravitational pull has only gotten exponentially larger since. For her first launch of 2025, the Queen is kicking off February with a four breathtakingly beautiful, high-performance tools —a Vented Paddle Brush, Wide Tooth Comb, Rake Comband a Parting Tail Comb —which her personal hair pro, Neal Farinah (who's also the brand's Lead Global Stylist) describes as "best in class." The durable collection is designed for multiple needs, from detangling to sectioning. But, like her haircare, it is so enchanting to look at (and so affordable at that) we suggest buying two sets: one to display on your vanity and one to actually use.

Buy It! $18-40; cecred.com

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Tilt Lashscape Lengthening Mascara

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Aerin Glazer —like over 51 million Americans — lives with chronic pain. It makes navigating daily tasks that many of us don't think twice about a challenge. For her that included makeup application, until now. Glazer made it her mission to make using makeup easier and more accessible and enjoyable for everyone. And on Feb. 4, she launched Tilt, the first beauty brand to receiveThe Arthritis Foundation’s Ease of Usecertification with patented packaging that features a shortened wand and an ergonomic grip case to enhance control. Glazer's all-gender brand, which debuted with this mascara and a lip balm available in four shades and clear, also received the National Psoriasis Foundation Seal of Recognition, and has Braille Institute’s Atkinson Hyperlegible font so individuals with low vision can enjoy the offerings, too. Glazer's already making waves in the industry, and she's only just beginning.

Buy It! $28; tiltbeauty.com

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Kosas Revealer Extra Bright Serum-Powered Color Corrector

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Since it was founded in Los Angeles in 2015, Kosas' color cosmetics have won the praise of beauty enthusiasts ranging from celebrities (Hailey Bieber's a fan of its concealer) to everyday people (the brand's got more than one million followers on Instagram and Tiktok combined). They're kicking off 2025 strong with the launch of their color corrector/skincare serum hybrid in five shades. The full-coverage dark-circle solution is chockfull of hyaluronic acid, caffeine and peptides to brighten and depuff. When pros muse about ways to fake eight hours of sleep, it's with products like this.

Buy It! $32; kosas.com

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Pat McGrath Labs Skin Fetish: Glass 001 Artistry Mask

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Makeup artist Pat McGrath broke the internet in January 2024 when she had models at John Galliano’s Maison Margiela Artisanal Collection during Haute Couture Week in Paris walk the runway with her modern take on porcelain glass skin. The “hyper-shiny glaze” (as a press release described it) was so modern that when McGrath held a masterclass to reveal her secrets, she shared that the “mask” she and her team applied had been in the works for three years and took 45 minutes —and multiple layers —to perfect. One year later, McGrath has created her own peel-off treatment to achieve her unreal glow at home in remarkably less time.

Buy It! $38; patmcgrath.com

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Nutrire T.2 Night Restoring Scalp Serum

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This new haircare brand aims to nurture strands like no other. With an Italian name that means “to nourish,” Nutrire is comprised of a two scalp serums, three shampoos and four conditioners. The post-wash serum has peptides to boost hair health at the root, while the pre-wash serum (shown) has lactic acid to gently exfoliate the scalp to optimize wash day. Speaking of wash day, the brand takes the process up a notch with shampoos based on scalp type (dry, normal or oily) and conditioners based on hair type (fine, medium, thick or damaged) for you to choose based on your strands' specific needs.

Buy It! $68; nutrire.com