Milk Makeup Future Fluid Concealer

$29 at Sephora, milkmakeup.com

Milk Makeup doesn’t wish to be a one-category brand. 

Having cultivated a cult following for its HydroGrip Primer, the brand is increasing its presence in all areas of the makeup game. Recent launchs include anew eyeliner, mascara and now, Future Fluid Concealer. 

“A whole lot of brands can get pigeonholed,” said Dianna Ruth, chief operating officer and cofounder of Milk Makeup. “We’ve a skin tint, but we’ve never really gone huge in complexion like we’re with this concealer. Complexion is an excellent high-selling and sticky, loyal category, and we’ve worked for nearly two years to get this formula right.” 

The concealer is infused with aloe vera, arnica, hyaluronic acid and skin-conditioning agent, defensil, and has a diamond-shaped applicator for increased ease in applying to different areas of the face. 

“The goal is that over time, your skin improves. You may wear less concealer and feel more confident about your skin,” Ruth said.

The brand didn’t share sales expectations for the launch, but WWD previously reported its parent company, Waldencast, forecast overall sales for Milk brand would reach $66 million in 2022, with the aim that it can top $100 million in 2023.

Lune + Aster Dawn to Dusk Foundation Stick

$52 at Bluemercury, luneandaster.com

Lune + Aster’s latest seeks to bring increased versatility to high-coverage makeup. 

The brand, which has launched a CC Cream and a skin tint, is introducing its first foundation, which can also be its first complexion product in a stick format. 

“The choice to develop a stick format for our first foundation launch was driven by our customers’ desire for a product with ease of use, portability and mess-free application,” said Julie Kelly, the vp for proprietary brands at Bluemercury. 

While the product is designed to offer more coverage than Lune + Aster’s existing complexion counterparts, it was a priority for the brand to keep up a light-weight, breathable feel. 

To attain this, the inspiration incorporates antioxidants comparable to rosehip oil and vitamin C, in addition to macadamia oil to hydrate the skin and improve dullness during wear. 

Industry sources pegged the inspiration sticks will do $3 million in retail sales during their first yr available on the market, although the brand declined to comment on the estimates.

Laura Geller Double Take Liquid Foundation

$36 at laurageller.com and amazon.com

Laura Geller seeks to innovate, not imitate. 

That’s the philosophy that has informed her approach to product development since she founded her namesake makeup brand within the ‘90s. 

While Geller’s baked products — foundations, bronzers, eyeshadows and more — have turn out to be a signature, the founder saw an unmet must double down on complexion offerings in a liquid format. 

“Once we launched a tinted moisturizer a few years ago, we saw that ladies were craving that liquid base, especially because we appeal to a 40-plus demographic.”

With its latest Double Take Foundation, the brand seeks to offer a natural, matte finish and medium-buildable coverage. The muse also incorporates nasturtium flower extract, which promotes oxygenation of skin cells, protecting the skin from blue light and promoting cell regeneration. 

“I believe the thing that’s most troubling to the patron is complexion,” Geller said. “We wish to problem solve — we intend to make it easier, get them out the door faster and create staples not only in our lines but in theirs.”

Geller didn’t specify sales expectations, but industry sources think the inspiration could do $750,000 in retail sales during its first yr available on the market.

Peace Out Skincare Quick Pore Perfecter

Available for $28 at Sephora, peaceoutskincare.com.

Peace Out Skincare is taking its lighthearted approach into makeup.

The brand is debuting its first complexion product, a pore blurrer that guarantees each immediate coverage and long-term advantages.

“There are products which might be playing a bit bit on each fields of makeup and skincare, and why just be stuck in a single or the opposite when you’ll be able to have the perfect in each worlds in some products,” said Enrico Frezza, founder and chief executive officer. “It gives you each the long-term advantages of refining your pores, but at the identical time, as soon as you set it on, you see results.”

Niacinamide, mushroom extract and hyaluconic acid give the product its clinical results, which include a 62 percent reduction in pore size after two weeks of use.

It’s also part of a bigger foray into the makeup category — the most important in prestige beauty. “It’s going to be our baby step into the worlds,” Frezza said. “Next yr, there’s going to be a much bigger step.”

Frezza didn’t comment on sales, though industry sources anticipate the launch will exceed $15 million in global retail sales for its first yr.

Tula Skincare Radiant Skin Brightening Serum Skin Tint SPF 30

$40 at Ulta Beauty, tula.com.

Also making its first foray into complexion is Tula Skincare. 

Known for its probiotic-powered products, Tula, which is the sanskrit word for “balance,” has added to its assortment of hybrid beauty products with a latest skin tint and serum. 

“As we’re seeing consumer demand for no-makeup makeup grow, we’re excited to guide the market in bringing multitasking, category-innovating products to our community,” said chief executive officer, Savannah Sachs. 

The product is infused with Tula’s signature probiotic and prebiotic mix called S6Pro Complex and a latest proprietary Rainbow Seabright Elixir, which incorporates rainbow seaweed and niacinamide. 

Designed to actively improve the identical uneven skin tone it seeks to camouflage, the tinted serum offers lightweight coverage in 30 shades and has a 12-hour-wear claim.  

The product joins the brand’s blurring and moisturizing collection of primers as a hybrid makeup/skincare offering, a category which Tula seeks to delve deeper into.

 “Since launch, Radiant Skin has been the top-performing content on Tula’s social platforms and we’re excited to proceed to see growth on this competitive category,” Sachs said.  

The brand didn’t comment on sales expectations for this launch, however it was previously reported that the brand was doing about $150 million in net sales in 2021.