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‘I couldn’t get it on my face fast enough’: The best beauty launches for May
We tried them all before release and these are the ones we’ll buy on repeat
Psst…we’ll let you in on a little secret – the beauty cupboard at Good Housekeeping HQ could really do with a little declutter. It’s full to bursting with hundreds of the best buttery lip balms and littered with best liquid eyeliners, and it’s our job (tough gig, we know) to test them all and see which ones are truly deserving of their cult status, and which are best left on the shelf.
Each month, we get hundreds of new beauty launches dropped on our desks, and it’s rather telling to see which pots and potions get nabbed first, and which our editors go on to buy themselves. So, we thought we’d pull back the curtain and curate a list of the best things to come out of the post room over the past four weeks (and we’ll be updating this article each month to bring you what’s new).
As we test thousands of formulations, tools and beauty gadgets each year, you can be sure you’re in safe hands with our recommendations – in true Good Housekeeping style, we won’t include anything that doesn’t genuinely do the trick.
Whether it’s a volume-enhancing hair spray that truly holds or a brand new (but already cult) body mist with a twist, make your next beauty purchase count with these editor-approved picks.
Best new beauty launches for May 2025
We’ve finally found a rival for the Summer Fridays Lip Butter Balm that’s dominated TikTok (and my friends’ Christmas lists) since 2020. It’s been the go-to for a tinted balm that actually hydrates, but e.l.f.’s newest launch, the Glow Reviver Melting Lip Balm, is a stunning dupe at just £9 (compared to £23).
As their packaging (a pocket-sized squeezey tube with a tapered tip) and formulas (both are vegan, buttery and give a sheer wash of colour) are very similar, I’m impressed at how well e.l.f.’s emulates the original, for less. I opted for the Wild Cherry shade, which sits beautifully over a berry-toned lip liner.
As it’s infused with hyaluronic acid, shea and mango butter, it’s super nourishing and relatively lunch-proof, too – I’ve only needed to reapply every few hours. With five other shades in the range (from nudes to pinks and plums), for the price, you really can’t go wrong!
Urmi Pandit, Beauty Intern
I’ve never met an Aesop product I didn’t like, and this new body wash is no exception. The brand’s latest launch joins the existing Eleos family, complementing the Aromatique Hand Balm (my favourite in the collection) to offer a complete regime for soft, replenished skin. And with the notoriously indecisive spring weather, my skin – which is still dry from a cold winter – needs some serious TLC to get it prepped for those sudden heatwaves.
The cream-to-lather formulation is enriched with shea butter, jojoba seed and niacinamide – any beauty expert worth their salt will know this combo equals soft, nourished, super-hydrated skin. The cedar, patchouli and clove bud fragrance is warm, woody and herby and has me sniffing my arms long after I’ve towelled off from the shower. Be warned, though – the arm sniffing does earn you some funny looks in the office.
Florence Reeves-White, Senior Beauty Writer
Bobbie Brown’s Jones Road is THE brand for ‘less is more’ beauty, so we expected a tinted moisturiser to be top of its to-launch list, but no. It’s taken five long years for Just Enough Tinted Moisturiser to make it to market, but it’s worth the wait. (Also, the iconic Miracle Balm has done a neat job of making bare skin look better and brighter in the meantime.)
For those who need a bit more, but not too much (just enough, you see...), this newbie hits the mark. Redness and uneven texture are gently skimmed over, in a clever trick-of-the-eye way that could just be you after a stonking night’s sleep. Makeup, what? Nothing to see here.
This product looks like health from within rather than makeup sitting on top, and it had me from the instant I swatched it on the back of my hand. Once I’d compared the visibly glowier and smoother left-hand side, I couldn’t get it on my face fast enough.
Just Enough comes in 16 sheer, stretchy shades and while mine was chosen by guesswork rather than in-person testing, it blended perfectly. I slung it on slapdash in less than a minute, using fingertips and a speedy whirl with a fat brush, and was delighted by the silky feel, the subtle ‘retouched’ look and zero pile-up in pores. Bobbi calls it ‘confidence in a tube’, and I’d second that. I’ve only got one complaint: my daughter keeps pinching it.
Lynne Hyland, Beauty Director
Bronzers, blushes, or highlighters – if it’s in powder form, I’m out. So, sadly, I never got in on the craze for Benefit’s cult classic Hoola Bronzer. Nothing personal, it’s just that powdered makeup sinks into every crack and crevice on my face and seemingly magnifies each individual pore. But you can imagine my joy when the brand finally released a creamy, silky balm version. There are five lovely shades to choose from, each one infused with nourishing shea butter, avocado oil and jojoba seed oil, and rich in fatty acids to help keep your complexion in top condition.
A few swipes over my foundation and I look sun-kissed and fresh off the beach. The creamy texture also means I can apply it straight to my bare face, which I’m anticipating will be great for all the sunny and (mostly) makeup-free days ahead.
Madeleine Evans, Lifestyle Writer
Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms.
With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.
When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites
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