27 Innovative Beauty Products That Are Changing the Industry

Unlike the season’s It handbag or the latest car model, a brand-new beauty product, device, or procedure is hardly a guaranteed upgrade. In fact, when it comes to what we try on our precious skin and hair, trust often trumps novelty.

That said, someone’s gotta try this stuff, and well, it’s our actual job to let you know what new stuff is most worthy of your attention. There are game-changing advancements in technology, formulation, and active ingredients happening across all aisles of Ulta and Sephora, and now more than ever, advanced procedures are popping up at your local medi-spas and dermatologist offices.

As part of this year’s Glamour Beauty & Wellness Awards, we sorted through recent introductions across every beauty category to sort out real standouts, and looped in a variety of industry experts—including dermatologists, aestheticians, trichologists, and cosmetic chemists—to get a read on what they’re most excited about right now. Then we got busy testing our short (but still long) list of promising innovators ourselves. We’ve never spent more time staring at our pores and fine lines—not to mention those of our friends and acquaintances who volunteered as testers—and now the results are finally in. Read on to find which beauty innovation of 2023 might just become your brand-new tried-and-true.