The Best Beauty Launches of April 2025 (2025)

This April, we're being showered with new beauty products.

Yet there are only a few that deserve a spot on your shelf. Makeup guru Mario Dedivanovic has (finally) created a mascara and the results are quite literally eye-popping.

Meanwhile, Benefit, NARS and Smashbox are getting us ready for warmer days ahead with launches that either take down shine or amp up your glow.

Check out the hottest launches of the month, below.

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Bubble Power Wave

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If you're ever within close proximity to someone in the Gen Z set, you've probably heard about Bubble. But the brand that young people can be seen using all over social media is created with all ages and skin types in mind. The latest of its dermatologist-developed formulas is Power Wave, a cruelty-free, vegan and non-comedogenic moisturizer for those with balanced to dry/dehydrated skin. Each ingredient in the peptide-packed find, whether it regulates moisture levels or improves barrier function, was chosen to optimize the skin’s natural hydration process.

Buy It! Bubble Power Wave, $16; bubble.com

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Makeup by Mario Master Mascara

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You’ve heard it before but we’ll say it again: in his 25-year career as a makeup artist, Mario Dedivanovic has created some of the most trendsetting beauty looks we know and love. When he launched his eponymous brand Makeup by Mario in 2020, one product in the founder and CEO’s assortment was noticeably absent: mascara. Not anymore. This lightweight, vegan wax formula does it all —defines, lengthens, lifts and volumizes —while conditioning lashes. Meanwhile the first-to-market conical brush ensures there never a clump in sight.

Buy It! Makeup by Mario Master Mascara, $28; makeupbymario.com

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Smashbox Pore-Vanishing Primer

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Smashbox’s often imitated but never duplicated Original Photo Finish Smooth & Blur Primer was a makeup artist's best-kept secret backstage at Fashion Week for four years before it officially hit shelves. The brand has launched a handful of primers since (the silkscreen line that addresses hydration, oil, redness and more is also a hit) and its latest Pore-Vanishing Primer is ultra-smooth to the touch and blurs on contact to make pores disappear before your eyes.

Buy It! Smashbox Pore-Vanishing Primer, $34; smashbox.com

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Kérastase Gloss Absolu Glaze Drops

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Kérastase is revered for its effective collections, among them, Chroma Absolu for color, Symbiose for dandruff and the iconic Nutritive for dryness. This new line for those who are fighting frizz and desiring shine is the brand’s answer to the glass hair look that’s everywhere. It uses hyaluronic acid, glycolic acid, and wild rose oil to plump, tighten and smooth the hair’s cuticle for extremely sleek results. While there’s a shampoo, conditioner and a lightweight, smoothing spray, we’re calling dibs on the Glaze Drops that keep hair frizz-free for up to four days.

Buy It! Kérastase Gloss Absolu Glaze Drops, $36; kerastase-usa.com

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Benefit Hoola Wave Cream Bronzer Balm

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Oh Hoola, how do we love thee? Let us count the ways. And we are not alone: Benefit's matte bronzer powder, which launched in 2001, happens to be the no. 1 bronzer in the US. And now, the brand added a balm in the same five shades the powder is available in for those who prefer a creamy consistency. Wave, which is loaded with ingredients like jojoba oil, shea butter and avocado oil to help skin feel nourished, delivers a —you guessed it —fresh-from-the-beach glow. And for an even more impressive sun-kissed effect, layer it with the OG powder.

Buy It! Benefit Hoola Wave Cream Bronzer Balm, $36; benefitcosmetics.com

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Pili Ani Cleansing Butter

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After buying Pili oil from a popular tree of the same name, Rosalina Tan (a pioneer in organic farming in the Philippines) and daughter Mary Jane saw its benefits first-hand. Fun fact: it contains one of the highest concentrations of antioxidants one can find. No doubt, it was the perfect ingredient to power the beauty products they had in the works. This velvety cleanser features Pili Butter (a blend of ingredients native to the aforementioned country which are mixed with Pili oil) so a dime-size is all you need to kickstart your double-cleansing routine.

Buy It! Pili Ani Cleansing Butter, $49; piliani.com

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NARS Hot Escape Cheek Palette

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NARS’ annual limited-edition summer edit is back —and this one, inspired by the summers François Nars spent in the south of France with his mother — is bound to make a splash. The Hot Escape collection includes an Afterglow Lip Oil in four shades (including the brand’s iconic Orgasm hue) as well as four Hot Escape Cheek Palettes. The quads feature blush, highlighter and yes, even the brand’s coveted Laguna bronzer, all packaged in stripes inspired by the umbrellas along Biarritz, France, one of the beauty guru’s most beloved destinations.

Buy It! NARS Hot Escape Cheek Palette, $49; sephora.com

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YSE Beauty Deep Down Exfoliating Gel

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It’s hard to believe Molly Sims only launched her skincare brand two years ago. Her products are regularly on “best of” lists and have racked up awards, too. Sims initially launched with exfoliating pads, which she calls her “magic eraser.” Now she’s adding another exfoliator to the mix. While the pads are infused with glycolic acid and PHAs (polyhydroxy acids) for a chemical exfoliation, the gel utilizes pineapple and papaya enzymes for a physical. However, both are gentle and effective ways to get your glow on.

Buy It! YSE Beauty Deep Down Exfoliating Gel, $58; ysebeauty.com