As soon as midnight hit New Year’s Eve, the new energy of 2024 was immediately felt. And in the beauty world, January meant a slew of new makeup, skin, and hair products launching that would set the tone for the coming months.
In recent weeks, popular brands like Kylie Cosmetics have officially entered an entirely new category. In Kylie’s case, it was her much-talked-about foundation formula. Other cool girl lines drop some splurge-worthy skincare essentials, haircare heroes, and lip-loving formulas that aren’t lacking when it comes to bold pigments.
We won’t spoil too much, but cult-favorite brands like Summer Fridays, Hourglass, Key’s Soulcare, and Illya top our list of editors’ favorite January drops. That said, you might just discover a new line, as smaller brands have gained popularity for their unique, industry-shaking products (like Scrandie Beauty’s effective lip plumper, which boasts a unique matte finish).
Feeling like you need a complete beauty overhaul? Scroll through to see January 2024 beauty launches worth every penny, hand-picked by Bustle’s beauty team. you’re welcome.
1
Buildable foundation
“I tend to be pretty picky when it comes to full-beat foundation formulas. I want medium to full coverage, but never cakey. It feels lightweight but doesn’t move all day long. Moisturizing ingredients The new Kylie Cosmetics Foundation ticks all the boxes.” — Olivia Rose Rushing, beauty writer
2
perfectly pigmented lip oil
“Although this product wasn’t officially launched until January, I got my Dream Lip Oil in November and it hasn’t left my bag since. Silky lip oil feel, traditional It has the color payoff of a lipstick and the high shine of a gloss, so it’s perfect in my eyes. This is one such product. need , not what you want. ” — ORR
3
Serum that soothes complexion
“Being in the beauty business means I’m always testing new products, and to be honest, my sensitive skin doesn’t always please me. The Star Flower Serum is… Not only does it make my vanity look chic, it deeply moisturizes and adds some serious calm to my routine.” — ORR
Four
Plumper to condition lips
“Scrandie’s newest launch, Lip Steeze Matte Lip Plumper, has quickly become my ultimate lip prep secret. Perfect for subtly plumping up bare lips, this product is almost undetectable. It has color and shine and easily smooths out the natural fine lines of your lips. I think it’s best used alone or just before applying a lip liner or traditional cream lipstick. Given the fact that it’s officially back, this drop has quickly become a must-have in my makeup bag.” ORR
Five
super moisturizing essence
“No matter what your skin type, everyone needs extra hydration this time of year. My favorite way to get it? Added with barrier-strengthening lipids, fatty acids, hyaluronic acid, and microalgae. Apply ILIA’s Face Milk, a unique essence and moisturizer hybrid, immediately after cleansing. It leaves your skin a little brighter, plumps, and helps keep your face hydrated throughout the day.” Rachel Lapidos, Senior Beauty & Lifestyle Editor
6
brightening gel cleanser
“Basic cleansers don’t cut it, but when you wash your skin with nourishing active ingredients, you always feel like you’re giving your skin a treat. This cleanser from Naturium is packed with antioxidants. It contains two different forms of vitamin C, as well as a host of fruit enzymes that gently exfoliate, all of which will leave your skin looking fresher after cleansing.The silky gel texture is the best. ” — R.L.
7
Shining glitter drop
“If I had a wish list for sunscreen products, it would include everything these Cabana Glow Serum Drops have to offer. They have a high SPF factor, which should be my top priority. They’re lightweight so they won’t remove makeup. No. Thanks to jojoba seed and pink algae extract, they have a moisturizing effect. And they give your skin the most gorgeous pearly glow. They’re definitely becoming a new staple in my routine. there is.” – R.L.
8
all day brow gel
“This product led me to the ‘Big Bush’. It’s exactly the eyebrow look I want and it achieves exactly that with just a few swipes. The brush is perfectly shaped to set your arches in place and the formula lasts all day. ” — R.L.
9
lightweight face oil
“I don’t usually use face oils because they feel heavy, but this oil from Keys Soul Care is light as air, almost like a drying oil, but it plumps and moisturizes my skin.” uses this as the last step of her nighttime skincare routine to lock in moisture, and she’s noticed a visible difference in the amount of dry flakes she sees on her skin.” Faith Xue, BDG Beauty Director
Ten
powerful skin peel
“I use this peel every night and my skin has never felt softer. I usually suffer from congestion and bumps around my T-zone, but thanks to this new acidic serum from Kiehl’s. My pores are less noticeable and everything feels smoother and tighter. It’s gentle and I love that it can be layered with other products.” FX
11
overachievement serum
“This serum is a hidden gem hidden within its discreet milky formula. Botanicals, skin-plumping growth factors, vitamin C, niacinamide…the list goes on. Powerful and powerful, yet not irritating. Honestly, ever since I took the sample with me on my travels, I’ve seen a huge difference in the overall plumpness and brightness of my skin, and I’m definitely investing in the full size.” FX
12
bold matte lipstick
“In the cold winter months, it’s tempting to ditch the gloss and go for a matte, bold lipstick. And Hourglass’ new lipsticks deliver intense color while hydrating your lips. Sparrow is the perfect lipstick. I love that it’s a shade that “enhances your lips” and all you need is one swipe. ” — FX
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