Key Takeaways:
From prestige fashion houses and celebrity founders to chemist-led disruptors and sustainability-driven newcomers, this wave of launches reflects beauty’s expanding definition in 2025. Today’s most compelling new brands are blurring categories, rethinking rituals, and responding to increasingly informed consumers who expect performance, purpose, and emotional resonance in equal measure. Whether reimagining bathing as a sensorial luxury, reframing sexual wellness through a skincare lens, or introducing mood-driven beauty for the next generation, these debuts demonstrate how innovation is as much about mindset as it is about formulation. Together, they signal a market where storytelling, design, and conscious choices are integral to winning attention—and loyalty—at launch.
Mircea: Founded by Stéphane Chambran (previous International Managing Director of L’Oréal Luxe) in partnership with renowned Grasse perfume house Robertet, Mircea is a brand that produces body washes designed like niche perfumes. Inspired by Chambran’s passion for essential daily rituals and a lifestyle deeply connected with nature, the brand aims to bring the beauty industry into a new era of bathing that is “exquisitely sensorial and uncompromisingly mindful of the environment.” Each body wash is inspired by nature and its landscapes, crafted with a blend of pure essential oils and a distinctive aromatic accord made up of 99% plant ingredients that avoid irritating chemicals and synthetic ingredients. The brand comes to market with three debut body washes: Fig Tree + Peppermint, Cedar + Rosemary, and Cypress + Eucalyptus. Each body wash is housed in a glass bottle that blends beauty with design, inspired by Libyan glass, featuring a frosted appearance, gentle contours, and organic form. Each product can be refilled using eco-innovation refill technology, with body washes starting in the form of crystals that pour into the bottle and dissolve to create formula by simply adding water. The brand has launched DTC in France and the UK, with each SKU retailing for €42 or £39.
Hey Sweet Cheeks: Founded by a team of cosmetics chemists and brand experts, Hey Sweet Cheeks is a sexual wellness brand pioneering the idea of “prep to play,” ensuring that the lead-up to intimacy is just as enjoyable as the moment itself. Hoping to bridge the gap between sex care and skincare, the brand taps the growing trend of sexual wellness as self-care, introducing a six-SKU product roster, which includes three “prep” products (a serum, body wash, and body mask) and three “play” products (two lubricants and a self-play warming lotion) with prices starting at $18. All products contain ingredients commonly found in skincare, including BHAs, salicylic acid, charcoal, cocoa butter, and more; and are each pH balanced, hypoallergenic, and thoughtfully crafted to avoid tacky textures and messy stains while tackling issues such as dryness and irritation. Alongside innovating skincare into sex care, the brand aims to counter gender-biased stances commonly found in the sexual wellness industry by introducing gender-neutral products, with sleek, non-gendered packaging, breaking away from clichés to bring bold, modern design to intimate care.
La Beauté Louis Vuitton: The designer fashion house has delved further into the beauty industry, introducing a cosmetics line, which will stand separately from its pre-existing fragrance line. Named La Beauté Louis Vuitton, the line taps Dame Pat McGrath as Creative Director of Cosmetics, who has worked on beauty backstage at Louis Vuitton fashion shows for over 20 years. La Beauté Louis Vuitton is set to launch in the fall of this year. Although details of specific launches are currently under wraps, the line will initially launch with 55 lipsticks, 10 lip balms, and eight eye palettes.
Parívie: The latest addition to Paris Hilton’s 11:11 Beauty venture, Parívie is a skincare line motivated by Hilton’s fans’ growing awareness of beauty ingredients. The line features six products, including a cleanser, elixir, neck treatment, booster, cream, and serum, formulated with ingredients such as salicylic acid, AHAs, and niacinamide, with prices ranging from $38-$125. For the brand’s first year, Parívie will be DTC from its website while it finds its feet in the industry, with plans to launch with a retail partner in the fall of 2026.
Daise: Beauty entrepreneur Jaimee Lupton, the founder of Monday Haircare, Being, and Osāna naturals, has introduced a new cross-category beauty brand, Daise, as part of Zuru Edge’s beauty category. The brand is aimed at young Gen Z and older Gen A, with Lupton dubbing the business the “younger sister” of Monday Haircare. The brand debuted in Ulta Beauty, coming to market with a 28-SKU range, including a body wash, body spray, deodorant, bath bomb, fragrance, lip balm, and body scrub, with prices ranging from $3.99-$7.49. The tween- and teen-oriented company has a focus on scents and their impact on mood, with each fragranced product being available in six different scentways, designed to be mixed and matched to fit the wearer's mood. Industry sources predict that Daise will earn $35 million to $40 million in first-year retail sales, as Lupton plans to give the brand a presence in the UK, Europe, Canada, and Australia within a year and a half of launch.
Collectively, these new entrants show that beauty’s next chapter will be defined by brands that thoughtfully merge experience, inclusivity, and intention with strong commercial ambition.
