Launch List: The Best New Beauty Products Launching in August

Shiseido Benefiance Wrinkle Smoothing Eye Cream ($65)

The brand’s beloved (and best-selling) Benefiance Wrinkle Smoothing Eye Cream just got an upgrade with this new formulation, which marries brightening ginseng extract and antioxidant vitamin E to both brighten dark circles and defend against the damaging effects of pollution. It still offers the same wrinkle-fighting power via peptides, so not to worry, but now it’s a true multitasker for the delicate eye area.

In clinical testing, after just seven days of use morning and night, 100 percent of participants saw smoother skin in the eye area; 97 percent saw reduced crow’s-feet; 96 percent saw diminished dark circles; 96 percent saw their wrinkles reduced in area, length, width, and depth; and 90 percent saw reduced puffiness/under-eye bags.

Fenty Beauty Eaze Drop Blur + Smooth Tint Stick ($35)

“I wanted to create that take-with-you-anywhere foundation that’s so easy to use, you can’t mess it up,” says founder Rihanna. “The stick format is so convenient, and the formula just melts into your skin for a smooth as butter complexion that looks like your skin, just better.”

Available in 25 flexible shades, it boasts a super unique texture for a foundation stick and is unlike any other we’ve tried. It’s essentially a skin tint in stick form, rather than a medium- or full-coverage foundation, which is what we typically expect from stick formats. It’s also really easy to blend in with your fingers if you’re in a rush and applying makeup on-the-go, though I personally still love using a brush. And if that wasn’t enough, the packaging is fully recyclable and designed so that you can twist it all the way up to the very end, which means no wasted product.

Dyson Flyaway Smoother Attachment ($60)

The latest innovation in the brand’s Supersonic lineup, this is the first brush attachment created for the popular hair dryer, and it’s fully compatible with all existing models. An upgrade from the original Flyaway attachment, this one has two proprietary modes. Smoothing mode allows you to dry and style your hair with a sleeker look and feel (use this after you’ve used the dryer by itself to get your hair about 70-percent dry). Flyaway mode is meant to be used on dry hair only to get rid of pesky flyaways and give the hair a shiny finish. To switch between modes, rotate the end cap until it clicks.

Straight or slightly wavy hair will benefit from it most, though Dyson says any hair type can use it. Think of it as the tool that will get you one step closer to salon-worthy hair.

Elizabeth Arden Retinol + HPR Ceramide Rapid Skin Renewing Water Cream ($92, launching August 15)

“Retinol has been the holy grail for well over 20 years in the industry, but everyone has been looking for a way to minimize its irritancy,” says Dr. Michael Traudt, vice president of claims, microbiology, analytical chemistry and consumer affairs for the brand. “It’s great stuff, but too many people have discomfort and choose not to use it. That’s why we created this product.”

We don’t typically see retinol included in water cream formulations, and this one has a really addictive, whipped-like texture that melts into skin. It doesn’t sacrifice efficacy—smoothing fine lines, repairing sun damage, firming the skin—but it’s surprisingly tolerable.

“It’s truly a game changer,” adds Susan Zuckerman, the brand’s vice president of global marketing. “It’s formulated with HPR, which is a high-performance retinoid that is 10 times more potent than pure retinol and gentle on skin. You really get the best of both worlds. In our testing, 100 percent of women saw a reduction in lines and wrinkles and firmer, more radiant skin. But what really sets this apart is that 100 percent of women also felt that it was comfortable on their skin, even first-time retinol users.”

Benefit Cosmetics Fan Fest Fanning Volumizing Mascara ($28)

“This mascara expands the lashes east to west for a fanned-out look,” says Maggie Ford Danielson, brand ambassador and director of brand outreach. “Who doesn’t want a fluttery, fanned-out lash? It’s sexy. The jet-black formula amplifies volume and multiplies the look of your lashes without clumping, which is a widespread issue.”

The brush is curved at 40 degrees, which Danielson says was intentional to hug the curvature of the eye on nearly every eye shape. “It features a combination of short and long bristles—220 to be exact—and each one has a wave pattern on it so your lashes settle in between the bristles to spread them out for an even application.” (Aka, no clumping). “The formula contains a lot of nourishing ingredients to help keep the lashes pliable and hydrated so they spread easier, but we also included rice bran wax to increase the wear of the mascara.”

Lancôme Rénergie H.P.N. 300-Peptide Cream ($145)

“HPN stands for the three hero ingredients—hyaluronic acid, peptides and niacinamide—in our patent-pending formula,” says Dr. Jotie Saini, director of scientific communications for the brand. “We’ve included 300 peptides from three plants that we are know are rich in the ingredient, including linseed, lupine and peas. The sequences work with the peptides that exist in our skin naturally. More isn’t always better, but more variety is better, which is why we ended up with 300 different kinds of specialized peptides that do different things.”

Those “things,” include multiple benefits—a visible reduction in the appearance of lower face sagging skin, wrinkles and dark spots—with results that were proven during testing on more than 770 women. “With regular use twice a day, this moisturizer significantly increased the thickness of epidermis after 20 days,” Dr. Saini explains. “It enhances collagen Type 3 expression, and when tested on women ages 40 to 59, their skin cell turnover rate increased as well. We administered 504 tests to ensure the quality of this formula.” It’s also refillable!

Madison Reed Bonding Time Bond Building Treatment ($30)

Joining the fast-growing bond repair category is this new serum treatment that you can use at home, or have added to your color service at any of the brand’s Color Bars. “It’s a professional-strength formula that reduces 71 percent of breakage immediately after you use it, and it’s also gentle enough that you can use it every time you wash your hair if you want,” says LaMont Ford, hairstylist and general manager of Madison Reed Color Bar in Baltimore.

Ford says the treatment isn’t heat-activated, so you can also use it when you’re air-drying your hair. “It fills the cuticle and repairs damage for gorgeous, glossy hair. I like to think of it like instant Botox for your hair.” And of course it’s color-safe. The brand included black spruce extract to shield strands from UV damage and other environmental aggressors that cause fading.

OLAY Super Serum ($35)

Essentially five serums in one pretty bottle, this formula challenged the brand’s scientists (in the U.S. and Singapore) in a completely new way. The result? A new technological breakthrough called activated niacinamide, which OLAY says works more effectively with the skin and improves the efficacy of the ingredient in terms of its ability to improve skin tone and texture.

In addition to those two benefits, it also helps firm skin, reduce fine lines and increase hydration. This is accomplished with the help of other key ingredients, including vitamin C, vitamin E, collagen peptide, and lactic acid. We also love the iridescent purple color of the serum that blends in clear as it’s massaged into the skin, and the lightweight, nongreasy texture.

Pat McGrath Labs IntensiFEYES Longwear Primer ($32)

Known for her gorgeous eyeshadow palettes (and the stunning looks she creates with them for red carpets and fashion shows), Pat McGrath is now adding an eyeshadow primer to her collection to tie everything together. Available in one universal shade that seamlessly smooths and preps the lids on all skin tones (it blends in translucent), it’s crease-proof, water-resistant and will ensure that your shadow won’t smudge for up to 24 hours. The formula is also ophthalmologist-tested.

“It’s not just a primer; it’s a transformative canvas that amplifies color and dimension, allowing your eyeshadow to pop with unyielding intensity,” says McGrath. Apply a few dots to each eyelid (a little bit is all you need) and blend it in with your fingers or the applicator.

Peter Thomas Roth INSTANT FIRMx LIP FILLER ($29)

“The lip category is on fire this year and ,” says Jeff Burge, the brand’s director of global marketing. “What makes this product really unique is that it’s not just another lip plumper. Of course it does do that at a clinically proven level using Maxi-Lip, but this formula is powered by a powerful peptide complex called LineFill that also smooths lip lines. It delivers instant an instant visual transformation as well as a long-term clinical skin-care treatment. The more you use it, the more your results will improve.”

It’s also super moisturizing thanks to hyaluronic acid filling spheres and a mix of natural oils: pomegranate, coconut and squalane. Though the formula has a light pink tone out of the tube, it blends in with your natural lip color. “It also primes the lips really nicely for lipstick, though you can wear it alone too for a gorgeous, hydrated look,” says Burge. “Another pro tip: You can apply it before bed and wear it overnight for plumper, more nourished lips. In our clinical testing, 91 percent of people agreed that their lip lines looked filled in after just one week of use.”