The 30 Best January 2023 Beauty Launches, According to Marie Claire Editors

New year, new products.

best january beauty launches including too faced and summer fridays
(Image credit: Future)

I've never really been one for resolutions and such, but let’s switch things up this year, shall we? Let 2023 be the year the collective beauty community stops over exfoliating, removes every last lingering bit of foundation before bed, and decides to finally try something new and ~different~ in the makeup department. My hopes for us are high—and rightfully so. Skincare, haircare, and makeup brands far and wide have dropped some pretty revolutionary products to kick off the new year. The entire Marie Claire office has been thoroughly testing just-launched beauty goods, from innovative oil-meets-gel cleansers (shoutout EltaMD and Vintner's Daughter) to contours, lipsticks, and blow dryers. There’s a lot, to be quite honest. 

But I, along with the rest of the Marie Claire editors, have pretty high standards. So even though our vanities are overflowing (like, it’s a problem), we’ve been able to whittle down all the new January beauty launches to the 30 front runners—and they’re really the best of the best. To see which ones are worth incorporating into your new-year-new-me beauty routine, scroll ahead. 

Beauty Editor

Samantha Holender is the Beauty Editor at Marie Claire, where she reports on the best new launches, dives into the science behind skincare, and shares the breakdown on the latest and greatest trends in the beauty space. She's studied up on every ingredient you'll find on INCI list and is constantly in search of the world's glowiest makeup products. Prior to joining the team, she worked as Us Weekly’s Beauty and Style Editor, where she stayed on the pulse of pop culture and broke down celebrity beauty routines, hair transformations, and red carpet looks. Her words have also appeared on Popsugar,,,, and Philadelphia Wedding. Samantha also serves as a board member for the American Society of Magazine Editors (ASME). She first joined the organization in 2018, when she worked as an editorial intern at Food Network Magazine and Pioneer Woman Magazine. Samantha has a degree in Journalism and Mass Communications from The George Washington University’s School of Media and Public Affairs. While at GWU, she was a founding member of the school’s HerCampus chapter and served as its President for four years. When she’s not deep in the beauty closet or swatching eyeshadows, you can find her obsessing over Real Housewives and all things Bravo. Keep up with her on Instagram @samholender.