The Best Beauty Launches of August 2025
We don't mean to shade August, but respectfully, it's a strange month.
One minute, we've got the AC on full blast. The next minute, we're shopping for fall boots.
The same is true for beauty products. One the one hand, it's peak body acne season. One the other, we're trying to fortify our hair as we transition from our short-lived air-dry era back into daily heat-styling.
Lucky for us, this month's launches address our wide-ranging needs. A new brand, called Gemz, is dropping travel-friendly hair care that will become a mainstay in your bathroom while Virtue has an elixir that revives strands overnight. And, Ayesha Curry just crushed guava girl summer with a new lip treatment inspired by the fruit.
See everything we're stocking up on now below, and for even more beauty inspo, check out the best launches for July and June, too.
Gemz Shampoo and Conditioner
Gemz is here to shake up the hair care space. The brand consists of highly-concentrated, water-activated single dose shampoos and conditioners that you can mix and match depending on your wish list for your hair. Options range from Hydration Lock (shown) and Curly Days Shampoo to Profound Moisture (shown) and Rainy Day Anti-Frizz Conditioner. The beauty of this customizable system is it's free of fillers and stabilizers, which are in liquid shampoos and conditioners that can cause buildup on hair. No buildup means longer lasting results, another plus from your soon to be go-to duos.
Buy It! Gemz Hydration Lock Shampoo, $9.50; target.com, and Profound Moisture Conditioner, $9.50; target.com
Papatui Full Body Deodorant Spray in Lush Coconut
Dwayne Johnson keeps churning out win after win at Papatui. After launching stick deodorant and antiperspirant at launch, he's back with his version of a hot-right-now and of-so-necessary full-body spray that can be sprayed almost any area you want to refresh from your chest to your feet. The founder says it meets a need: "The idea for a full body deodorant came from conversations — guys reaching out, sharing what they were looking for, and where other products were falling short. We spent a lot of time getting this one right. It's aluminum-free, it smells incredible, and it works — simple as that."
Buy It! Papatui Full Body Deodorant Spray in Lush Coconut, $13; papatui.com
Malin + Goetz Cleansing Bar Vitamin B5 Hydrating Bar in Rum
Matthew Malin and Andrew Goetz launched their eponymous brand in 2004 in New York City with an assortment of time and space-saving skincare, body care, and hair care created with an on-the-go lifestyle in mind. Finally, they have cleansing bars that pay homage to bar soap, but were crafted with that same desire for smart solutions that help you streamline your routine. The collection includes a mandelic acid exfoliating bar as well as two vitamin b5 hydrating bars in the brand's signature scents: strawberry and rum (shown).
Buy It! Malin + Goetz Cleansing Bar Vitamin B5 Hydrating Bar in Rum, $20; malinandgoetz.com
Sweet July Skin Lip Treatment in Guava Jelly
Ayesha Curry introduced Sweet July Skin in 2023 with a trio of products created with superfoods rooted in her Jamaican heritage. Little did we know then, she was already working on what she'd debut this month: lip treatments. After two and a half years in development, the addition is here in an unscented version as well as Lychee Jelly and Guava Jelly. And not to play favorite, but given it's guava girl summer, we are partial to the tube (shown) which mimics the outer color of the fruit, as well as the inner color (yes, this one has a hint of pink) as well as the scent and taste of the guava jelly she used to spread on toast growing up.
Buy It! Sweet July Skin Lip Treatment in Guava Jelly, $24; sweetjuly.com
First Aid Beauty Body Acne Clearing Mist 2% Salicylic Acid
First Aid Beauty is addressing body breakouts head on with its new Body Acne Clearing Mist. The lightweight spray uses 2% salicylic acid and glycerin to treat and prevent acne without drying skin out. That combined with the 360-degree nozzle which covers a lot of ground, it's got a permanent spot in our post-shower body care routines. But if you need an acne solution for the neck, up, we suggest the brand's new single-use Acne Clearing Pads, which are powered by the same ingredients.
Buy It! First Aid Beauty Body Acne Clearing Mist 2% Salicylic Acid, $28; firstaidbeauty.com
Biossance Squalane + 5% Niacinamide Brightening Eye Serum
Biossance has been making waves in skincare since it launched in 2016, with its Squalane-infused products (the ingredient is a super-hydrator) reaching viral status, among them the Squalane + Vitamin C Rose Oil, Squalane + Omega Repair Cream and Squalane + Copper Peptide Rapid Plumping Serum. This eye cream addition joins the brand's Squalane + Marine Algae Eye Cream. While that previous launch focused on fine lines and firming, this one targets dark circles and addresses puffiness – both instantly and long term.
Buy It! Biossance Squalane + 5% Niacinamide Brightening Eye Serum, $44; biossance.com
OleHenriksen Peach Glaze Glow Niacinamide Serum
Vitamin C has become a common ingredient in skincare, but over 40 years ago, OleHenriksen was among one of skincare brands that helped the ingredient enter the chat with the launch of its Truth Serum. Fast-forward to today, and the brand has launched a juicy twist on Vitamin C with its Peach Glaze Collection. Developed with custom peach active ingredients — including peach juice, extract, and ferment — the formulas (which include this serum and an addition to its popular lip treatment) brighten, hydrate, and strengthen skin's barrier and smell delicious, too.
Buy It! OleHenriksen Peach Glaze Glow Niacinamide Serum, $45; olehenriksen.com
Virtue Overnight Scalp & Hair Elixir
Adir Abergel had long made a name for himself in beauty before Virtue hair care launched with him as creative director. The hairstylist had — and continues to — create looks for some of the biggest names in Hollywood. With Virtue, he's helped usher some of the most innovative products into our daily lives. The latest is this overnight treatment featuring its proprietary keratin as well as skincare-forward ingredients such as hyaluronic acid, ceramides and a blend of peptides to deeply hydrate and strengthen hair while you sleep. It gives new meaning to the term "beauty sleep."
Buy It! Virtue Overnight Scalp & Hair Elixir, $60; virutelabs.com
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(Unfortunately, I arrived too late to see opening act Waylon Payne, but I caught him later when he played with Willie Nelson. Jones Beach is a beautiful amphitheater directly on the water, but the mass transit options from New York City are less than ideal.) Williams no longer plays guitar due to a stroke she suffered in 2020, but she made the excellent decision to bring former Black Crowes guitarist Marc Ford into her band to compensate, and her singing voice retains much of its power. The set began with back-to-back songs from her 2023 LP Stories from a Rock n Roll Heart, 'Let's Get the Band Back Together' and 'Stolen Moments,' before dipping back to Car Wheels on a Gravel Road for 'Drunken Angel.' Midway through her set, Williams broke out Memphis Minnie's 'You Can't Rule Me,' dedicating it to the 'so-called king of the United States.' She didn't speak Donald Trump's name once, but it wasn't necessary. 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Unlike his indoor theater shows of the past few years, which focus heavily on material from 2020's Rough and Rowdy Ways, this was Dylan's version of a crowd-pleasing set that drew from all eras of his career. That doesn't mean he played any actual hits besides a radically re-worked 'All Along The Watchtower' that stripped out every bit of Jimi Hendrix's influence, but it did mean we heard 'To Ramona,' 'Desolation Row,' 'Gotta Serve Somebody,' and 'Love Sick' from his back catalog. More importantly, he was once again in remarkably clear voice, even if he occasionally slurred lines in wordy tunes like 'Desolation Row.' Many people were forever turned off to Dylan shows after witnessing 'wolfman' era gigs about a decade back, but they need to give him another chance. Somehow or another, at age 84, his voice has been rejuvenated. It's a minor miracle. If you're only seen Dylan at a theater these past few years, the atmosphere of the Outlaw Festival will be quite jarring. At the theaters, phones are taken away, the houses are completely dark and silent, and ushers roam the aisles with flashlights to pounce on anyone violating the rules. At the Outlaw shows, people are eating chicken fingers, spilling ketchup on themselves, chugging beers, loudly talking with their friends, scrolling through their phones, and taking selfies with Bob in the background. It's the opposite vibe in nearly every imaginable way. As always, practically every song in Dylan's set was rearranged not just from its original version, but the live rendition we heard as recently as last summer. ''Til I Fell In Love With You' is now practically a spoken-word track with sparse instrumentation, 'Gotta Serve Somebody' has a rollicking groove, and 'Blind Willie McTell' has rarely sounded so loose and playful. There are some grumblings in the fan community that nearly 30% of the set is devoted to obscure covers like 'Charlie Rich's 'I'll Make It All Up To You,' Bobby 'Blue' Bland's 'Share Your Love With Me,' and George 'Wild Child' Butler's 'Axe and the Wind,' but Dylan delivers them with real passion and tenderness. And if they cause anyone to seek out the originals, he's done them a favor. The set wrapped with a revved-up 'Highway 61 Revisited,' Roy Acuff's World War II-era folk song 'Searching For a Soldier's Grave,' which Dylan regularly played live at the turn of the century and only recently resurrected, and 'Don't Think Twice, It's All Right.' Casual fans perked up at the latter one, and some surely recognized it from A Complete Unknown. He delivered it like a torch ballad, and it was easily the most moving moment of the evening. There's virtually no figure on the planet with the song catalog and the gravitas to follow that besides Willie Nelson. 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