Beauty launches come thick and fast, and keeping up is half the fun. One month it’s the serum everyone is talking about, the next it’s a reformulated classic or a brand from the other side of the world that somehow found its way to your shelf. This season’s edit spans all of the above, a concealer that finally cracks the coverage-versus-comfort code, a UAE brand stepping into its first physical home, a fragrance mist with genuine skincare credentials, and two hair launches that are rewriting what volume actually means. Here is what we are loving lately.
Tower 28 Swipe Serum Concealer
Meet the Goldilocks of concealer! The balance between coverage and comfort has long made concealer one of the trickier categories to navigate. Tower 28’s Swipe Serum Concealer makes a persuasive case that the compromise is no longer necessary. Available in 20 shades, the formula iss developed in collaboration with celebrity makeup artist Kirin Bhatty. It has a serum-light texture that glides on, blends seamlessly and has none of the hang-ups of traditional concealers (cakey, heavy, creasy, blotchy, drying…the list goes on!).
Hyaluronic acid and centella asiatica leaf extract keep the formula hydrating and calming on the skin, while lysine-coated pigments work to support collagen production over time. Designed for sensitive skin, this non-irritating formula is fragrance-free, alcohol-free, noncomedogenic, and derm-approved.
AÏZA, Now at Ulta Beauty
A homegrown beauty brand that knows precisely what it stands for. Rooted in Arab heritage and built around ingredients such as dates, black seed and frankincense, developed in partnership with laboratories across South Korea, Japan, and Italy, the premium skincare and haircare label has until now existed solely in the digital space. That changes with its first in-store debut at Ulta Beauty in Dubai Mall and Mall of the Emirates, allowing the brand’s UAE community to encounter the full range as it was always intended, as a sensorial experience. Clean, cruelty-free and formulated with both clinical actives and regional ritual at its core, AÏZA is one of the more compelling local beauty stories to watch.
Touchland Power Essence Body & Hair Fragrance Mists
Known globally for elevating everyday essentials and turning them into mindful moments with vibrant design, feel-good formulations and uplifting scents, Touchland has reimagined fragrance as a multi-sensory experience that awakens the senses. This expansion into fragrance marks a bold new chapter for the brand, with a versatile lineup crafted for both body and hair. Each fragrance mist is designed to be worn alone or layered, allowing you to mix and match fragrances to create a truly individual olfactive identity.
The Power Essence Body & Hair Fragrance Mists, span seven distinct scents, among them Rich Pistachio, Vanilla Velvet and Sparkling Bergamot, each developed in collaboration with Givaudan’s master perfumers. What separates them from a standard body mist is the formulation beneath the scent. Givaudan’s Moodscentz+ mood-boosting technology and Inno+ Eliminaze odour-neutralising innovation eliminates odor rather than simply mask, whilst hyaluronic acid, panthenol, and niacinamide give the formula a legitimate skincare dimension.
K18 AstroLift
K18 has spent years demonstrating that hair repair does not require going through complicated processes. AstroLift applies that same philosophy to the volume conversation. Powered by the brand’s patented K18PEPTIDE™, which addresses protein loss and chemical damage across all hair types, along with a naturally derived seaweed and amino acid complex, the spray is clinically proven to deliver up to 2.5 times more volume from a single application, with results that hold for up to two days. The formula is lightweight enough to avoid the residue and stiffness that tend to compromise volumising products and it has been developed specifically for fine, ageing and damage-prone hair.
Kevin.Murphy BODY.MASS
Kevin.Murphy’s BODY.MASS, a leave-in plumping treatment that has long been a favourite for those with fine or thinning hair, returns with an upgraded formula built around Wild Olive Tree stem cells and a heightened concentration of Nettle Leaf extract, working in tandem to fortify hair from the root and support scalp health. The styling polymers have been reworked for improved body without tackiness and the fragrance has been dialled back for a more understated finish. The founding premise remains the same, visibly thicker, fuller hair from the first application, but the new formulation delivers it with considerably more sophistication.
