I tried every buzzy January launch – these 10 were the best beauty buys

At a glance: A finely milled gel-powder highlighter that delivers a sheer, buildable, wet-look sheen rather than obvious sparkle.

My experience: I first put this to the test during Copenhagen Fashion Week, which is technically not the best time for testing anything new or too temperamental. Lucky for me, the finish leans more wet shine than high octane glitter, goes on sheer, but builds easily, especially when I misted my brush with setting spray before application. For quick fixes, I kept dipping a fingertip into the pan and pressing it onto my cupid’s bow and inner corners to make myself look marginally more awake between shows.

Ideal for: Anyone who wants a refined, light-catching glow that can be dialled up or down.

At a glance: A lightweight microemulsion moisturiser formulated to support the skin barrier with rice-derived lipids and ectoin, designed to hydrate and calm visible redness without leaving a heavy finish.

My experience: Despite being positioned as a final moisturiser by The Ordinary, I quickly learned this milky lotion wasn’t occlusive enough to handle a sub-zero Scandinavian winter on its own. Where it did shine was as a calming hydration hero, layering beautifully under my regular cream. During a particularly stubborn cold, when my skin tends to flare with redness and that familiar textured irritation across the cheeks, this almost water-light milk seemed to take the edge off within minutes. It was especially useful around my nose, where repeated encounters with scratchy paper towels had left the skin rough and reactive.

Ideal for: Red, reactive, or overworked skin that needs to be coddled.

At a glance: Milk Makeup’s Cooling Water Jelly Shimmer Stick is a clear, jelly-textured highlighter designed to deliver a glossy, light-reflective finish. Infused with soothing ingredients such as aloe and seawater, the formula uses suspended pearls to create a multi-dimensional shimmer effect.

My experience: On skin, this read more glitter than glow, but not in a bad way. The particles sit scattered across the surface, suspended in Milk's signature glossy jelly base that really came into its own on the high points of the cheeks and across collarbones, where the finish looked intentionally playful. I didn’t find it lifted my makeup, but I would tread carefully over a heavy matte base where anything balmy tends to drag. Slightly gimmicky, yes, but undeniably fun.

Ideal for: People who are buying into the Y2K pop princess revival.

At a glance: Exuviance’s Pro-Plump Hydrating Cream is a moisture-focused face cream formulated to boost hydration and support a smoother, more supple complexion across every skin type.

My experience: This is a calm, cushiony cream that does exactly what it says on the tin. Layered over The Ordinary’s rice lotion, it sealed in that lighter hydration nicely, leaving my skin feeling comfortable and plump with a finish that stayed fresh and never tipped into that slippery, over-creamed territory that can cause makeup slide. If I’m being blunt, however, it’s not an exciting formula. It’s the lagom of skincare. Mellanmjölk, but in the best possible sense. On days when my skin was already irritated or run down, that predictability was precisely why it made it onto my list.

Ideal for: Anyone who wants dependable hydration without fragrance, fuss, or a greasy afterfeel.

At a glance: Anastasia Beverly Hills’ Glidr Shadow Sticks are creamy, twist-up eyeshadow crayons designed for quick, direct application with a blendable payoff.

My experience: These were, quite simply, fun. The duochrome shift had me crooning the moment I swatched them, and the payoff is immediate. The creamy texture gives you enough time to blend before it settles, making them the thing I kept reaching for when I wanted to actually play with my makeup instead of defaulting to the usual neutrals. In the middle of winter gloom, that bit of dazzle felt borderline medicinal. The domed, twist-up format is very beginner friendly, though not ideal if you’re trying to get precise along the lash line or into the inner corner, and wear time is decent, but I did find myself wishing they held on a touch longer from day into evening.

Ideal for: Anyone who wants low-effort colour with a bit of personality and shine.

At a glance: Clinique’s Quickliner expands the brand’s cult 'Black Honey' shade into a twist-up lip pencil designed to define and subtly deepen the natural lip tone.

My experience: This is the obvious partner to the Almost Lipstick when you want that everyday workhorse to carry a bit more oomph. It’s nicely smudgeable on first application, which keeps in line with the easy, forgiving nature of the original lipstick. But, once it sets, though, it has more staying power than expected and helped anchor the lipstick for long-wear impact. My prediction? This will be the Beavis and Butt-Head of the beauty industry.

Ideal for: Anyone loyal to Black Honey who wants a touch more structure without losing that lived-in finish.

At a glance: Inspired by electrolyte replenishment, Biotherm’s Aquasource+ Electrolyte Dewy Gel is a lightweight gel moisturiser designed to deliver a whopping 100h of hydration while supporting the skin’s moisture barrier.

My experience: This is unapologetically dewy. The texture is classic Biotherm, that familiar cooling gel that feels instantly refreshing on contact and (in line with the brand’s promise of extended hydration) my skin stayed comfortably quenched throughout the day. A very small amount went a surprisingly long way, leaving skin plush with a slight tack that made it an excellent base for glass-skin makeup.

Ideal for: Anyone chasing that plump, glossy prep step before makeup will get good mileage out of this.

At a glance: Positioned as a reparative step for damaged or chemically treated hair, Maria Nila’s Bond Builder is a leave-in treatment designed to reinforce weakened hair bonds and improve overall strength and resilience.

My experience: Truth be told, I’m not the obvious candidate for a bond builder. I haven’t coloured my hair in over a decade and rarely reach for heat without protection. Even so, this left my lengths feeling noticeably smoother and stronger after just a few uses.
As a leave-in, it’s an easy, low-effort step that pulls double duty as both a strengthening treatment and a heat-protective layer. The result on my hair was soft, controlled, and largely frizz-free, with the benefits building over time rather than washing out by the next day. I can see the payoff being far more dramatic on hair that’s actually been through the wringer.

Ideal for: Anyone dealing with colour damage, frequent heat styling, or general breakage will likely see the biggest return here.

At a glance: GlowiD’s Glow and Pump Glass Skin Dream Jelly is a clear, bouncy gel designed to function as either a rich moisturiser or an overnight mask. The formula combines hydrating humectants with barrier-supporting ceramides, alongside niacinamide and gently exfoliating PHA (lactobionic acid) to help smooth texture and boost radiance over time.

My experience: This is a true jelly, with that slightly hypnotic, transparent texture that makes you pause before dipping in. I ended up using it primarily at night, after properly prepping with hydration and a generous spritz of face mist beforehand. Layered this way, it sealed everything in without feeling overtly heavy. On application it delivers an immediate glass-like sheen. Longer term, the combination of PHA and niacinamide tells me that this jelly will keep texture in check while maintaining glow.

Ideal for: Glow-getting glass-skin addicts.

At a glance: VT Cosmetics’ Cica Reti-A Mask is a treatment sheet mask designed to combine soothing centella asiatica (cica) with a gentle vitamin A derivative to support smoother, clearer-looking skin.

My experience: I ended up using these almost daily after receiving them, which says a lot. It reminded me of my honeymoon in Japan, when a daily sheet mask became the cheat-sheet to having the best skin of my life. Despite the retinoid angle, there was no tingling or pushback from my usually reactive complexion. Instead, my skin looked smoother and noticeably calmer after use. The only minor faff is getting the mask out of the packaging, which requires a bit of patience. That said, I appreciate the small tweezer tool included, which keeps the remaining masks hygienic rather than forcing you to fish around with damp fingers.

Ideal for: Someone looking for a daily treat with smoothing properties.