The 20 Best Beauty Launches of July 2023, According to Marie Claire Editors

The five-star launches just keep coming.

best july beauty launches
(Image credit: Future)

The new beauty launches never stop coming—and yet, the high-quality makeup, skincare, and hair products that launch still manage to amaze me. Innovation is at an all-time high and formulas are more elegant than ever. In the spirit of summer, brands released plenty of beach day-approved items, including (but by no means limited to) weightless skin tints, refreshing face mists, and stunning sunscreens. There have also been a handful of soon-to-be cult classics that I plan on keeping stocked year round (read: Olaplex’s new Volumizing Blow Dry Mist and Too Faced’s mascara primer). 

Testing beauty products has truly been an all-hands-on-deck activity at the Marie Claire offices—and every single staff member has jumped in on the swatching, nail painting, and skincare experimenting action. Here, you’ll find which products yours truly and the rest of the Marie Claire team simply can’t get enough of. If a product made its way onto this list, you can trust it’s a worthwhile purchase. 

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.