Welcome to The Beauty Report, your go-to for what’s actually going on in the beauty world right now. As editors who live and breathe this constantly shifting space, we’re here to break down the latest beauty news, buzzy makeup looks, nail trends, and hair moments you’re seeing all over your feed. From brand-new launches to the fresh looks catching traction, think of this as your monthly beauty catch-up, no gatekeeping, just the good stuff.
From billion-dollar deals to beauty’s biggest players, here’s what’s making beauty news right now
e.l.f. is acquiring rhode for $1 billion and Hailey’s not going anywhere
In a game-changing beauty deal, e.l.f. Beauty has announced plans to acquire rhode, the minimalist, skin-first brand launched by Hailey Bieber. Known for products like the viral Peptide Lip Treatment and a seriously loyal fanbase, rhode’s quick rise has made it one of the most talked-about brands in skincare, and now, it’s officially joining forces with one of beauty’s biggest disruptors.
The $1 billion deal includes $800 million in cash and stock at closing, with another $200 million on the table if Rhode hits certain growth milestones over the next three years. Hailey also isn’t going anywhere; she’ll continue as Founder while also stepping into the roles of Chief Creative Officer and Head of Innovation. Given her influence and the brand’s huge earned media growth last year, this partnership has the potential to shake up what we expect from celebrity-led beauty brands.
Cosmetify just revealed the most popular beauty brands of 2025 (so far)
The Q1 2025 Cosmetify Beauty Index is here, revealing which makeup brands are actually getting the most love right now. Huda Beauty has claimed the top spot, thanks to a viral moment with its Ube Powder and a massive 67.6 million-strong social following. Fenty Beauty holds steady in second, while NYX made a surprise leap to third, fueled by TikTok buzz around its Buttermilk Blush. Meanwhile, legacy brands like Charlotte Tilbury and Sol de Janeiro slipped down the ranks, the former losing some viral momentum, the latter possibly facing body mist fatigue. Newer players like Rhode and Patrick Ta are on the rise, proving that social engagement and strong storytelling are just as important as the products themselves. And as usual, TikTok is calling the shots.
The latest brand moves and beauty debuts to watch
rhode is coming to Sephora Canada
Curious to swatch rhode products IRL before adding to cart? You’re in luck, the brand is officially coming to Sephora Canada. The announcement dropped last week via Sephora’s Instagram, and fans of Hailey Bieber’s skincare brand have been buzzing ever since. According to team rhode, this move has been a dream since day one, bringing their curated lineup of skincare and hybrid makeup to even more people. The brand’s message? They’re thrilled to expand their community, and they’ve got big plans in store. Expect to see rhode on Sephora shelves this fall in Canada, with a U.K. rollout to follow later this year.
Remember Juicy Tubes? Lancôme thinks you should
The gloss that defined the early 2000s is back, and Lancôme wants to make sure you remember it. Juicy Tubes, the brand’s once-iconic lip gloss in a squeeze tube, just got the full nostalgia treatment in a new campaign featuring some of the biggest names from the Y2K era. Called the Juicy Kissing Web, the campaign reunites stars from Gossip Girl, The OC, and One Tree Hill (yes, really) with a familiar high-shine finish.
Between May 15 and 22, Lancôme rolled out videos featuring ten celebrities, including Hilary Duff, Gabrielle Union, Ed Westwick, Kelly Rowland, and Chad Michael Murray, each reflecting on their Juicy Tubes memories. While the gloss was once a cultural staple, known for its fruity scents and ultra-glossy finish, it hasn’t exactly held the spotlight in recent years. This campaign feels like an attempt to tap into that early-2000s sentiment and remind people why Juicy Tubes mattered in the first place. Whether it’s enough to win over a new generation (or bring back the old one) remains to be seen.
Jenna Ortega is the new face of Dior Beauty
Dior has a new face, and she’s no stranger to a bold eye and a moody lip. The brand just announced Jenna Ortega as its newest makeup ambassador, teaming up with Peter Philips, Dior’s longtime creative and image director. Known for her sharp, gothic-glam aesthetic (thanks in part to her now-iconic role as Wednesday Addams), Ortega feels like a natural fit for Dior’s modern take on elegance. From red carpets to film sets, she’s expected to bring her signature edge to the House’s timeless beauty lineup.
In a statement, Dior said Ortega “embodies the bold elegance of the House,” and honestly? They’re not wrong. Ortega’s been on a serious rise, from starring in Wednesday and the upcoming Beetlejuice sequel to working with The Weeknd and Natalie Portman in two highly anticipated films. Reflecting on her journey with makeup, Ortega shared that her first lipstick moment happened at age 10 or 11, on set, using her mom’s lipstick in a studio bathroom, proof that even future Dior girls start somewhere.
Hourglass now lets you build your own Ambient Lighting Quad
Obsessed with the Hourglass Ambient Lighting Edit formula? Same. And now, you don’t have to wait for the next limited-edition palette drop; you can customize your own. That’s right, Hourglass is officially letting you build your very own Ambient Lighting Edit Quad, choosing from their bestselling powders, bronzers, blushes, and highlighters.
The idea behind it is simple: instead of waiting for seasonal shade combos, you get to curate a palette that works for your skin tone and preferences. The shades are inspired by different times of day (think soft morning light to golden hour), and while it’s still very much within the Hourglass aesthetic, this move gives fans more flexibility than ever before.
From your FYP to your vanity, here’s what’s trending in beauty
Unrecognizable makeup
on Camilla Cabello
Photo courtesy of @Patrickta
on Bella Hadid for the
2025 Cannes Film Festival.
Photo courtesy of @tuddynana
There’s a new beauty trend taking over TikTok, and no, it’s not about looking natural. This one’s all about full-on transformation: sultry, some drama and looking unrecognizable. The look leans into lifted eyes, sculpted features, and lips that demand attention. At the center of it all is a sharp, upward-angled cat eye, whether achieved through a smoky wing, cut-crease shadow, or liner that elongates the eye. Placement is everything here; contour is deliberately placed to chisel the face, and lashes are fluttery but structured to enhance that lifted effect.
Lips follow the same rule: heavily lined, softly blended, and topped with gloss—because that glossy finish adds just the right touch of mystery and attitude.
Old Hollywood glamour
on Sabrina Carpenter
for the VMAs 2024.
Photo courtesy of @cgonzalezbeauty
Old Hollywood glamour is nothing new, but lately, it’s getting a refresh that feels more 2025 than 1955. The modern take keeps the elegance but softens the edges: eyeshadow is more noticeable but diffused, and gentle definition rather than sharp lines. Brows are fuller, brushed up, and carefully groomed, less arched, more effortless. And while the classic red lip still has its place, we’re seeing a shift toward deeper, moodier shades—burgundy, oxblood, and rich wine tones that bring a little edge to the timeless look.
Of course, the lip remains the focal point, lush, lined, and unapologetically bold, often paired with vintage-inspired silhouettes that nod to old-school glamour without feeling like a costume.
Blush isn’t optional; it’s the moment
If there’s one product having a serious moment right now, it’s blush. Between buzzy launches and back-to-back shade expansions, brands got the memo: we’re all obsessed. In just the past few months, we’ve seen cream formulas go viral, liquid tints take over TikTok, and now? Powder blush is making a full-on comeback.
Whether you’re into a bold, vibrant pop or prefer a soft-focus flush, there’s a blush out there for every vibe. And it’s quickly becoming the one step you don’t want to skip. It’s not just a finishing touch anymore. It can pull the whole entire look together.
The nail trends everyone’s pinning right now
Almond-shaped nails
Coffin and square-shaped nails definitely had their moment, but lately, all signs point to a shift; almond-shaped nails are officially taking over. Maybe it’s their inherently chic, elongating effect. Maybe it’s the Hailey Bieber influence (she’s rarely seen without them). Either way, the vibe is changing.
Almond nails feel softer, more elevated, and surprisingly versatile; they flatter just about every hand shape and work with everything from minimalist nudes to maximalist chrome. So if you’ve been loyal to your square tips, consider this your gentle nudge to switch it up. Almond might just be your shape, and you won’t know until you try.
Cat eye nails
Much like the velvet nail trend, cat eye nails are having a moment. Cat eye nails are all about dimension and drama, with a soft, shimmering line that seems to shift in the light, almost like a holographic illusion. The effect is created using magnetic polish, which contains iron particles that respond to a magnet to form that signature reflective stripe down the center.
The result? A manicure that feels a little bit futuristic, a little bit mysterious, and totally mesmerizing. Think of it as the beauty equivalent of a cat’s gaze, subtle, sharp, and impossible to look away from.
New in beauty: What we’re eyeing this month
New blush shades and new reformulated Dior powder blushes
Armani Beauty Luminous Silk Cheek Tint Blush
Wondering how Sabrina Carpenter gets those pink, glowy cheeks? Her makeup artist uses the Armani Luminous Silk Tint Blush. The brand just released shimmer versions of their cheek tint blushes. They blend effortlessly, build beautifully, and leave your skin with that soft, lit-from-within glow..
Haus Labs Color Fuse Longwear Hydrating Glassy Lip + Cheek Blush Balm Stick
We get why the Haus Labs Blush Balm Sticks are called “glassy.” They melt into the skin and leave behind a stunning, luminous, satin-like sheen. The brand just dropped new blonzer shades, perfect for those days when you want to look sculpted and glowy with just one swipe.
Saie Dew Blush Liquid Cream Blush
Saie just added three new shades to their Dew Blush lineup, and yes, the name absolutely delivers. These liquid cream blushes blend seamlessly and leave behind a fresh, dewy finish that actually lasts.
Dior Rosy Glow Powder Blush
Dior just reformulated their powder blushes, and this version has better colour payoff than the original version. Of course, the blushes still have that soft, radiant finish that many loved.
New in lips
e.l.f Glow Reviver Melting Lip Balm
If you like a moisturizing and soft feeling lip balm that won’t break the bank, then you cannot go wrong with the e.l.f. lip balms. These babies give the lips a nice wash of colour with a glossy finish.
Glow Recipe Glass Balm Lip Treatment for Shine & Hydration
Glow Recipe just made its debut in the lip care category. Their lip treatment has the perfect balance between balm and gloss, with a smooth, non-sticky texture and a 10/10 silicone applicator that glides on like a dream. It’s hydrating without feeling heavy, and best of all, it actually leaves your lips softer after it wears off.
DIOR Lip Glow Butter Hydrating Gloss Balm
Dior released a new hybrid gloss-balm formula. The Dior chain makes it a super cute item to have in your handbag, and the formula leaves a smooth, glass-like finish.
Summer Fridays Lip Butter Balm Treatment for Hydration + Nourishing Shine in Pink Guava
Although the Summer Friday’s Lip Butter Balms aren’t new, they released a new fun shade called Pink Guava. It gives your lips a nice pink tint while keeping them hydrated.
New in skincare
Glow Recipe Dewy Defense SPF 30 Hydrating Fluid Sunscreen
Glow Recipe reformulated their sunscreen, and it’s a glow-up in every sense. The formula checks all the boxes: lightweight, hydrating, non-greasy, and gives the skin that perfect dewy finish without disrupting your makeup.
Tower 28 SOS FaceGuard SPF 30 Mineral Sunscreen
Tower 28’s new sunscreen is everything you want in an SPF. It’s super lightweight and non-greasy. The best part? It layers like a dream under makeup, with no pilling or weird texture, just smooth, glowy skin.
First Aid Beauty Hydrating Sunscreen Milk with Colloidal Oatmeal BROAD SPECTRUM 45
First Aid Beauty’s new sunscreen is seriously underrated. It’s a hydrating sunscreen that feels lightweight without feeling greasy, and it wears just as well on its own as it does under makeup. It gives your skin a healthy, radiant glow.
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