5 Upcoming Beauty Launches for 2026: Rhode, Milk MAKEUP and the e.l.f x H&M Fragrance
From Hailey Bieber's mystery mask to e.l.f.’s first fragrance - here are five upcoming beauty launches you need on your radar
We love to be first in line when a new beauty launch drops, so we’re getting a little ahead of the curve…
1. The Mystery Rhode Double Launch: Sculpting Mask & Plumping Lip Treatment
I’m all over anything Rhode, so when I saw these were sent out this week, I was SO excited. The double drop features a sculpting face mask and a plumping lip treatment.
The mask is all about the Rhode Glow - deeply hydrating and nourishing. The before-and-after pics speak for themselves, there is genuinely an amazing difference. And as for lips, we’re getting a plumping lip treatment in a mint version and an unscented one, too.
There’s no set release date yet, so all we can do is keep our eyes peeled. Rhode are doing a Rhode Ski Club in Big Sky, Montana at the beginning of February, so it’s possible that the launch will be around that time.
2. Summer Fridays Flushed Lip Stain: The Next Viral Lip Product?
I love lip stain pens - they offer way more precision than the little brushes (like the Benefit ones), as you have way more control. The new Summer Fridays Flushed Lip Stain comes in six gorgeous shades and officially hit the US on February 3rd!
At $22, these claim to last 12 hours and be transfer-proof - if they perform as well as promised, these could be the next viral lip product.
3. The e.l.f. x H&M Fragrance Collection: Scents Inspired by Cult Classics
When I first saw this collaboration, I was so confused, and I thought it was a fan-generated concept. Anyway, it’s absolutely not and our beloved e.l.f Cosmetics is indeed teaming up with H&M to create three fragrances (as well as socks, a bag charm and a handbag).
Launching January 29th, this collection features three scents inspired by e.l.f.’s best-selling products:
Salty Drip: (Power Grip Primer) – Notes of eucalyptus, sea salt, and cedarwood.
Luminous Cloud: (Halo Glow) – A dreamy mix of magnolia, vanilla, and amber.
Camo Blend: (Camo Concealer) – A warm, cozy scent with vanilla, musk, and palo santo.
I’ll be heading straight to H&M to see if these perfumes actually capture the “vibe” of my favorite primers and concealers.
4. Milk Makeup Cooling Water Jelly Shimmers
The original Cooling Water Jelly Tint went viral for their unique texture, and now Milk Makeup is dropping Shimmer versions!
They are skincare-infused, all-over shimmers sticks - ideal for eyes, cheeks, lips and body. The formula is buildable - one swipe for a subtle ‘glass skin’ shine or layer them for a more intense shimmer. At the time of writing, these have just launched, and I can’t wait to test them out.
xx P