Product Releases: 2025

[danielledanielle]

 

Drop them like they are hot 🔥

Post all the newness you find, previews, tags, social media, etc etc

Also see:

FOUND IN THE WILD THREAD!!! 

BEAUTY NEWS 2.0 

What's New On The Site Today, Canada? 

[itsfi]

This is one of those products where getting two would be a good idea @danielledanielle  - one to use, one to stare at. 

[sister13]

That’s what I did with last year’s swirly one! @itsfi @danielledanielle 

[itsfi]

Well played @sister13; well played! 👊 I told myself I was picking up the swirly one as my souvenir of Sephoria 2024 Atlanta. @danielledanielle 

[itsfi]

Victoria Beckham Beauty releases new liquid blushers. Early access available on direct site to members of the VBB loyalty program (free to join). 

Photo credit and source: Victoria Beckham Beauty

[itsfi]

Another Kbeauty brand, Torriden, coming to Sephora. Available online 7.15.2025, all other platforms 7.17.2025

[makeitup305]

@itsfi this is such a basics brand, I don't see the Sephora appeal. Maybe to round out cheaper options for a younger consumer base or to target social media trends?

[itsfi]

@makeitup305, nothing wrong with a basic brand - my skin has seen many a day, week, month, year, etc. where back to basics is what it took to get me through whatever my skin was going through at the time. I have other Kbeauty products that work well for my skin so Torriden is not necessarily a brand I might go for next, but I can see it having some potential at Sephora. Yes, there are a plethora of good and affordable options  (and those two elements mean something especially these days) for Korean skincare targeting hydration and the skin barrier. Torriden is one of them, so while I may not be its target audience, I can see it having some appeal for Sephora consumers, both existing and prospective. 

[makeitup305]

@itsfi I agree to all of that. It's sort of like the Inkey list in that sense. I just want the cool, niche brands so I can swatch them in person 🙂 I wouldn't be surprised if they added a brand like VT next.

[danielledanielle]

 

 

[greeneyedgirl107]

@danielledanielle what brand is this?  

[danielledanielle]

Rare Beauty @greeneyedgirl107 

[greeneyedgirl107]

@danielledanielle thanks!

[itsfi]

@danielledanielle, I don’t need another lip gloss but that won’t necessarily stop me from checking these out in person. I’m curious to see how a couple of these shades would pair together. 

[itsfi]

Beauty of Joseon coming to Sephora July 17, per Women's Wear Daily. Online access to products on July 15

Beauty of Joseon | Sephora

More info on BEAUTY NEWS 2.0 

 

[makeitup305]

@itsfi I like this brand. I really liked their suncreen so maybe I'll get a sample of the US version to compare. I also love their makeup remover. The serums I tried were nice and hydrating but nothing crazy. 

[PrettyPaint]

@itsfi I'm really happy about this! 🙂

[itsfi]

@PrettyPaint, it’s a nice score by Sephora. I heard rumors about it earlier this year but wanted to say anything. I have tried a few things from the brand over the years and liked them. I wonder if Sephora will carry their sheet masks. 🤔 

With the issue concerning sunscreen filters, I may pick up the one through Sephora to compare to the one I have from Korea. For science 🧪 🧫🔬and all. 😉 Are there particular products you were eyeing?

[PrettyPaint]

@itsfi I really like their suncreen (I have the relief sun aquafresh). However, I have the Korean version. I am so unknowledgeable about the filter issue. Is it something to be concerned about? Is mainly regarding efficacy? 

[WinglessOne]

@PrettyPaint @itsfi   The UV filter issue’s about which filters the FDA allows in US sunscreens—specifically, filters for UVA protection. The only UVA filters we can get in US sunscreens are zinc oxide, titanium dioxide, and avobenzone. All 3 are effective, but avobenzone’s fussy: it’s not photo-stable, so it needs helper filters to keep it from degrading in sunlight. Some folks are skin-sensitive to those helper filters.

European, Australian, Japanese, and Korean sunscreens use newer photo-stable UV filters (Tinosorb S, Uvinul A Plus, etc.) that filter UVA rays (and some also handle UVB). They don’t need avobenzone’s helper filters. And, the newer filters were created with the UVA 1 range in mind: those rays have a longer wavelength than UVA 2 and UVB. Avobenzone’s not as effective against UVA 1 as some of these newer filters. It’d be awesome if the FDA would approve at least some of the newer filters for US sunscreens. Instead they’re being stubborn and sluggish about it. 😒

Beauty of Joseon will have to do what Ultra Violette’s done: create a US version of their sunscreen that meets FDA approval. That means using avobenzone + photo-stabilizing filters (or using zinc oxide, or a zinc/avo hybrid) instead of the newer filters they normally use. To me, the only upside is maybe the overall texture/feel of a US-version Korean sunscreen: hopefully they’ll be lightweight and less greasy than some US sunscreens can be. 🤷‍♀️

[PrettyPaint]

@WinglessOne I'm sorry! I just now saw this (I don't seem to always get notifications), but I appreciate you explaining this to me. I have to be really cautious about sun exposure, so I think I may continue to order my sunscreens with the newer photo-stable UV filters. I'm interested to read about FDA regulations surrounding US sunscreens; I'm not particularly knowledgeable about the approval process. For now, though I'm probably best to order from StyleYorean, YesStyle, etc. Thanks so much!

[WinglessOne]

@PrettyPaint  No worries. 🙂 I pick on poor avobenzone a lot, but it’s really not a bad UV filter. I mean, ascorbic acid, kojic acid, and retinol are also very photo-unstable ingredients; like avobenzone, they just need helpers to keep ‘em from breaking down in sunlight (if they’re in products meant to be used during daytime). It’s all in how products are formulated. The newer UV filters have an advantage there, but that just helps folks who are skin-sensitive to avobenzone or its stabilizers. I could get extra nerdy about avobenzone vs. other UVA filters’ peaks and ranges of UVA2 protection, but I’ll spare you. 😅 You can find various charts/graphs that show that info. I’ll just say, don’t focus only on the peaks; notice how some filters drop off as the UVA2 range increases, vs. others that extend deeper into that range. 

The FDA approval process is kinda ridiculous, partly because sunscreens are regulated as drugs* instead of cosmetics in the US—and partly because the FDA’s often slow as a sloth in molasses. (Possibly even slower nowadays, thanks to the current administration.) The FDA put together a pdf that kinda summarizes the process… lemme go find it again…

Spoiler

Screenshot of FDA Approval Process pdf, page 1…….and here’s page 2.

L’Oreal has gone through this process to get their Mexoryl 400 UV filter approved. (That’s filter’s in La Roche-Posay’s UVMune line of sunscreens, available in Europe.) I don’t know the latest on that though… I remember hearing the FDA actually approved one of the UVMune sunscreens… this reminds me to find out what’s going on with that. If L’Oreal, of all companies, can’t get a new filter approved—considering the amount of research & dev they always do—then I dunno who can. 

*Fun fact: that’s why US sunscreen ingredient labels always list UV filters as “active ingredients.” Korean sunscreens don’t do that because they’re not regulated as drugs. UV filters are listed by their INCI names in the mix of all other ingredients on Korean sunscreen labels. One of the filters in BoJ’s Sun Relief sunscreen (Korean version) is “Methylene Bis-Benzotriazolyl Tetramethylbutylphenol” which is Tinosorb M.