The 9 Beauty Launches We're Most Excited to Buy in August

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Beauty products typically fall into one of two categories for me: functional or fun. When choosing this month’s roundup, I tried to include picks from both buckets.

I wanted to share something that could potentially make your life better in some small way (see: the extremely well-organized makeup bag or the ideal blending brush for undereye concealer) and spotlight something that could bring you a modicum of joy (i.e., shade-shifting press on nails that’ll delight your inner child and possibly the most flattering blush to have existed).

With that, here are nine beauty buys to consider this month.

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Thoughtfully crafted and beloved by world-renowned makeup artists like Daniel Martin (the magician behind Meghan Markle and Michelle Yeoh's glowing visages), Cuyana’s traveling case features four designated sections that organize your essentials. There’s a zippered compartment for smaller single items like lipstick and blush, a large slip pocket to hold an eyeshadow palette, slotted sections for brushes and a detachable pouch—all rolled up in one buttery Italian leather case that ties shut. Fans of the brand will also appreciate that you can easily attach the roll to any of the Easy Zipper Totes.

Throughout years of bleaching my hair various shades, I've tried many different oils, and K18’s is easily one of the best I’ve ever used. When applied to damp hair after showering, it helps tame my usual puffiness; when used on dry, styled hair, it adds a touch of moisture and shine. Featuring the brand’s patented K18Peptide, it fills in the broken polypeptide chains that make up our hair, repairing damage from the inside out. Honestly, the science behind the oil is cool, but my favorite thing about it is that it actually feels lightweight, so rather than sit on top of your hair like many oils tend to do, it sinks right in.

Many of you likely know of Laneige’s lip sleeping mask. It’s one of those buzzy products that people are always namedropping in their routines (including celebs like Brooke ShieldsGemma ChanKendall Jenner, and Zoe Saldaña). I’ve used and loved it for years myself, which is why I was delighted to stumble upon its cousin during a recent shopping trip. Whereas the beloved lip sleeping mask is exactly that—a mask—this balm is more of a daytime treatment that’s so shiny, it can double as lip gloss. Loaded with coconut oil, peptides and adenosine, it moisturizes and smooths your pout, and has a pearlescent shine to it that makes your lips look a touch fuller. My favorite part? There’s a nifty little applicator that’s stored in the lid, so you never have to dip your fingers in the pot. What can I say, I’m a sucker for smart packaging.

I never used a separate concealer brush until recently. Partially because my dark circles are at peak Panda levels lately, and I’ve been trying out heavier concealers that require more blending and partially because I never found a brush I liked as much as this one. Made with the fluffiest synthetic bristles, the fingertip-shaped tip is the ideal size for working around the hollows of my eyes. Plus, the density of bristles makes it easier to diffuse even high-coverage concealers, so you don’t end up with an unnatural-looking finish.

Speaking of dark circles, I need all the help I can get these days, so I’ve been dutifully using Shiseido's newly reformulated Benefiance Wrinkle Smoothing Eye Cream every night before bed and every morning underneath my concealer. It’s the same bestselling eye cream they’ve had for years, but with a few upgrades including the addition of ginseng extract (for brightening those aforementioned dark circles) and vitamin E (to support the skin barrier and offer additional protection against environmental stress). One last thing to note: The formula is definitely on the richer side, so use it sparingly.

I feel like Bob Ross whenever I break out this petite face palette. (It’s about the size of your palm when closed and a bit thicker than your standard smartphone.) Filled with various flesh-toned shades that conceal, contour and highlight your features, I’ve found it to be incredibly versatile and easy to blend, thanks to its creamy texture. The palette comes with six shades for evening out your skin, two deeper contouring shades and four highlighters. My only knock on the palette is the limited color range, which might not work on darker complexions, and the slightly greasy finish, which I don’t mind because I prefer a dewy sheen, but I could see how this might not work for someone who likes a matte look or has oilier skin.

I’ve raved about Olive & June's mani system before, and their press-ons are just as good as their polishes. Made from 94 percent post-consumer recycled materials, each kit comes with a wide range of shapes and sizes (42 nails in 21 sizes to be exact) so you can get the best fit. The brand frequently updates their designs, so you can rock a different style every week. That said, I plan on wearing their newest “sheer lavender shimmer” nails for as long as I can. Inspired by the popular cat-eye nail trend, the silvery shade looks gray, green or purple, depending on the light and an iridescent finish that’s absolutely mesmerizing to look at.

OK, so this isn’t technically a new launch, but it’s new to me and I am *obsessed* with it, so I had to include it in this list. This satiny blush packs so much pigment, and yet, it sheers out beautifully, leaving behind the most flattering flush. Though I typically prefer cream blushes, I’ve made an exception for this powder because it magically melts into your skin unlike anything else I’ve tried before. It also gets bonus points for longevity, which has been put to the ultimate test during the recent heat wave and many extremely sweaty dance classes.

I’ve tried a lot of extremely fancy face creams over the years, and truthfully, many of them broke me out. This drugstore moisturizer, on the other hand, has yet to give me a single pimple. Formulated with hyaluronic and polyglutamic acid, it has a cooling gel texture to it that feels nice to apply and a slow-release technology that gives you long lasting hydration throughout the night. So much so, in fact, that when I touch my face in the morning, I can still feel it on my skin—which is precisely what makes it a great night cream, but perhaps not ideal for daytime use, as it can feel a smidge too heavy underneath sunscreen or makeup.

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Jenny Jin Headshot Vertical 2023

Beauty Director

Jenny Jin is PureWow’s Beauty Director and is currently based in Los Angeles. Since beginning her journalism career at Real Simple magazine, she has become a human encyclopedia of...