Welcome back to Haul of Fame, your must-read beauty roundup for new products, new ideas and a Brat green coda.
Included in today’s issue: Addiction Tokyo, Aprilskin, Aprés Nail, Babe Original, ColourPop, Dial, Dolce Glow, Donna Karan New York, Fenty Beauty, Gisou, Glossier, Gucci, Heyhae, IGK, Kayali, L’Oreal, Lancôme, Laneige, Lanolips, Le Prunier, Lisa Eldridge, Mother Science, Naturium, Olehenriksen, Peace Out, Phlur, Pleasing, RPZL, Slick Gorilla, Soap & Glory, Tarte, Tower28, Vitamasques, YSE Beauty, and the cat from Flow.
But first…
Babe, wake up! It’s National Skin Barrier Day — at least it was on Wednesday, March 12, when I wrote this column. The “holiday” was created by the marketing team at French pharmacy brand Avène “to raise awareness on the importance of skin barrier health for every skin type and every concern.” If that concern boosts sales of $40 skin cream? Très bien.
National Skin Barrier Day joins other beauty-themed events like National Lash Day (Feb. 19), National Fragrance Day (March 21), and National Hair Day (Oct. 1), all of which fuel content for local news programs, morning radio shows, and e-commerce galleries. On National Lipstick Day — a.k.a. July 29 — over 8,000 news sites posted stories and shopping roundups, from insider outlets like CR Fashion Book to mass media like USA Today. MAC Cosmetics even won a Shorty Award for their National Lipstick Day campaign, which included Gen Z idols like Gabriette, Charli XCX and Amelia Gray.
The titles sound official, but these national holidays aren’t ratified by the government. Instead, they’re created in Mandan, North Dakota by a cheerful guy named Marlo Anderson, a former tech programmer who created his website, the National Day Calendar, when he couldn’t find any info about National Popcorn Day. (“I just really love popcorn,” he said.) Thirteen years later, the National Day Calendar boasts over 500 special days; about 25% of them are sponsored by brands.
“National days are the most-trending topic of all time on social media,” explained Anderson. “A lot of these days get more attention than the Super Bowl.” He points to National Sunglasses Day (June 27), which he says received 1.3 billion organic media impressions in 2024. When brands sign onto the National Calendar calendar, they receive a press release, an official page listing, and social media posts from his company, along with the very real possibility that harried TV news producers and quota-laden web editors will grab the “timely” item and run with it.
Of course, it’s easier for women on The View to banter about National Ice Cream Day (July 20) than the skin barrier, which requires a little bit of education and maybe some pop psychology. That hasn’t stopped Avène from investing in their big “day.” The brand says their goal is “to increase brand awareness on clinically proven solutions and drive demand for Cicalfate Restorative Protective Cream, their hero moisturiser. Notably, the product itself isn’t new — it launched in 2001 along with Stephen Sprouse for Louis Vuitton, the first Lord of the Rings movie and the Destiny’s Child hit “Bootylicious.” But when you buy a “Day,” it’s not about newness. It’s about owning .3 percent of the calendar year, every year, until the floods come and we follow the best cat ever into a sailboat. “National Days” don’t expire.
Avène says it spent just six months planning the activation — “lightning speed,” in their words.They decline to share financial details about the project, which is fair. Sources who’ve cut similar deals for other brands say it can go up to $50,000, which is also fair — at least if you have a great plan for milking the project on your own social channels, a standing deal with influencers for this type of one-off content, and a PR agency with a solid network of local and national daily news outlets.
But wait, instead of paying into the existing system, can’t you just claim whatever “day” you want and send out a press release on your own? “People try all the time,” said Anderson — but because his own online calendar has such a high SEO sway, “those other days often die on the vine.” Like camping outside the Row sample sale overnight, occupying the “national calendar” web spot for over a decade has allowed them to get first dibs on new days.
Today, Anderson says, other brands are trying to claim their calendar slots. “We have over 30,000 applications pending,” Anderson said. Those applications come from enthusiastic citizens and brands alike, and this year, Anderson estimates there are more beauty ‘days’ in the mix than ever before. “Skincare and beauty are a huge part of our culture right now. They’re trying to get that same acknowledgement that food and sports are getting. I think that makes a lot of sense.”
What else is new…
Skincare
Vitamasques is breaking out of its lip gloss lane with two eye gels — one for de-puffing and one for soothing — that retail for $5 each. Since they look like giant butterfly-wing stickers, you’ll probably see the Sephora Tweens wearing them, even though their eye area is smoother than a Barbie’s bottom.
Dial introduced an orchid rose hand soap on March 6 that’s $2.50 at Walmart. If they can convince a few influencers that it’s better than Aesop, TikTok will lose its mind.
Using White Lotus to sell skincare is tricky. On the one hand, the characters are delusional — and some end up dead. Do we really want to emulate them? At the same time, they’re famous and gorgeous, so… yes. On the show’s March 9 episode, two of the show’s most endearing personalities — the grounded spa director Belinda, played by Natasha Rothwell, and the naif bohemian Chelsea, played by Aimee Lou Wood — wore the Molecular Hero Serum by Mother Science, according to the show’s makeup artist, Rebecca Hickey. Let’s hope their characters stay as safe as their skin barriers.
Big week for Sydney Sweeney making us jealous! On March 11, she appeared at the Miu Miu show in Paris wearing a $6000 cropped leather jacket. On March 12, Sweeney announced the launch of Laneige’s Bouncy & Firm serum ($45) in her capacity as the K-beauty brand’s current spokesperson, driving shoppers straight to Sephora.
The northern California hippie brand Le Prunier just did the most northern California hippie thing ever and leaned into numerology. On March 11 at 11:11 AM, it launched the Plumtox Clarifying Enzyme Mask, a rebalancing formula that’s the colour of Clinique Black Honey and the texture of egg whites. Along with mystic vibes, it promises a deeper clean without irritation or redness.
Glossier is milking the milk trend. On March 11, its Milky Jelly Cleansing Balm debuted for $24, with the advice to let it sit on the skin for 3-5 minutes for a moisture-mask effect.
Aprilskin introduced a new creamy toner and jelly serum (which they’re calling a “liquid microneedling serum,” eek!) on March 11. Both have niacinamide and tranexamic acid for an extra-brightening effect.
Naturium keeps pushing into premium territory. On March 14, they introduced Retinaldehyde Cream Serum 0.15%, a $35 formula targeting fine lines, discoloration, and uneven skin texture. The bottle boasts the same lime-coloured label seen on the Fall 2025 Gucci, Marni, and Prada runways — the shade is like Brat green, if it got electrocuted. Expect to see it on loads of beauty packaging come summer.
Makeup
Is it ironic that Heyhae is calling its synthetic beige press-on nails the “Hey, Clean Girl” set? Yes. Is the shade, which debuted March 5, an ideal manicure colour for understated polish? Also yes.
On March 7, Lisa Eldridge unveiled her eponymous brand’s Kitten Mascara in a tawny brown shade called Burnt Umber. The formula includes olive oil, which is meant to “promote healthy lash growth” but also makes me wonder if she needs a Graza partnership.
Ole Henriksen’s Strawberry Lemonade Smoothing Scrub and Strawberry Sorbet lip treatment debuted on March 10. The lip stuff has a rose-gold finish, which might help set it apart from other strawberry shimmer tubes. Who doesn’t want to match their pink Beats By Dre headphones?
Meanwhile, the girls at Gisou rolled out three shimmering shades of the Honey Infused Lip Oil — raspberry, peach and plum — that are already causing the group chats of my teenage nieces to rumble.
Fenty Beauty has resurrected its Lavender Savage shade of Gloss Bomb Heat, the best-selling product that every girl at Pilates seems to apply just before doing planks. It’s an Ulta Beauty exclusive and dropped March 10 with a special Instagram video from Rihanna herself.
Also on the celebrity beauty front — and also on March 10 — Pleasing, the line owned by Harry Styles and guided by his stylist, Harry Lambert, introduced Big Lip & Cheek Tint on March 10.
Addiction Tokyo would like you to look like you’re not addicted to booze and cigarettes. The brand introduced a $30 color-correcting formula on March 11 that comes in six shades meant to counteract dullness, redness and dark circles.
On March 11, Lancôme rolled out Teint Idôle Ultra Wear Highlighter, a shimmering powder compact available in five shades. Lancôme says the powder lasts up to 24 hours — even though the brand’s best-selling makeup remover touts itself as “essential” for skin health. A puzzle.
Lanolips Hyaluronic Lip Oil hit shelves on March 11, with honey and raspberry scents, and a ton of shine. They retail for $17 at Ulta Beauty, and play into the anti-vegan beauty trend thanks to their use of lanolin, an oil that comes from sheep’s wool.
Recession manicure prep? Yikes, but also, maybe. On March 11, Aprés Nail introduced eight metallic shades meant to mimic the salon effect of a chrome-dip powder. They’re meant to be used with an LED lamp and cost $17 each.
Tower28’s GetSet blush hit Sephora on March 12. The powder compacts come in six shades with almost-alcoholic names like Long Beach Iced Tea and Samo Spritzer. That’s a smart, subtle “naughty but not” play for a brand that’s got the under-21 set completely hooked.
Your Favorite Ex is an exfoliating face gel by YSE Beauty that launched on March 13. It has fruit enzymes, squalane, a famous Gen X founder, Molly Sims, and a retail price of $58.
Soap & Glory is going hard in the drugstore beauty aisle. On March 14, the brand unloaded five new products, including menthol lip gloss in four shades, a clear lip and cheek tint that turns pink-y when it hits the skin, and a cherry body scrub, lotion and body butter. Sometimes, you’ve just got to get it all out.
Tarte’s gonna glaze you. On March 14, the brand dropped its Maracuja Juicy Melt Mask, a glimmering lip ooze that’s scented like salted caramel. It retails for $27, and though it smells like sticky candy, it’s actually pretty smooth on the lips.
If you love the low-maintenance appeal of Peace Out’s swipe-and-go retinol stick, you may be excited for the Retinol Eye Jelly Stick, which is basically the same thing but for the orbital area. It’s $28 and available March 14.
Can Tate McRae sell makeup? Stay tuned. A few weeks after the SNL-approved pop star signed with Neutrogena, she used ColourPop’s $9 freckle pen on Allure’s March 12 video series.
Dolce Glow’s Gimme More Contour wand launched on March 14. It promises more control and a deeper self-tan on the face, and retails for $28.
Haircare
IGK expanded its Good Behavior line with a $34 hairspray that hit stores and salons on March 7. The formula includes heat protection and anti-frizz ingredients like avocado oil.
Don’t say I didn’t warn you. RPZL dropped a new line of hair brooches on March 10 with influencer Bella Gerard. They’re $24 and very pretty but still: Sigh.
The hair line Babe Original introduced a Renewing Lash Serum on March 10. It’s $29 and promises fuller lashes in four weeks.
UK grooming brand Slick Gorilla launched a two-in-one shampoo and conditioner on March 12. It promises the bergamot and patchouli scent “leaves a lasting impression without being overpowering.” This sounds like a Tinder bio description, but maybe that’s the point! Bottles retail for $15 on the brand’s website and Amazon.
Fragrance
It’s been a minute since we freaked out about Phlur, but don’t worry, they’re back with another viral scent. On March 7, the California brand debuted Vanilla Smoke, a woodier take on their classic (and stripper-approved?) Vanilla Skin in a nicotine-gray bottle.
Do you think a Kayali fragrance drop lands like a Jurassic Park dinosaur step, shaking everything in its path? Let’s see. On March 13, the wildly popular brand’s Fleur Majesty Rose Royale hit Sephora, with juicy notes of peach, pear and violet.
How will Gucci Beauty change under Demna’s eye? My guess is a lot — but it’s gonna be tricky, because the medieval mystic vibes cultivated by Alessandro Michele are now etched into the brand DNA. Witness the brand’s three new scents — Vanilla Firenze, Fiori di Neroli, and Osmanthus Necta — for its Alchemist’s Garden range. They retail for $400 each at Nordstrom and come in those little bottles you get from a psychic who swears she can fix your ex. (She can’t. And you really can’t.)
On March 12, the fashion public relations powerhouse KCD announced they’d be handling Donna Karan fragrances… which means we’re gonna see a lot more Donna Karan fragrances in the hands of people we Insta-stalk. If you want in on the action, they’re also hiring a VP of Beauty.
And finally…
Remember Good Weird, the boy-forward beauty line that made lip balm for skaters? Its co-founder, Jonathan Wormser, just joined L’Oreal as an associate creative director in its skincare division. Cerave already does well with dudes, but other brands in the umbrella — La Roche Posay, Skinceuticals — could benefit from someone with cool cred guiding their skincare spends. Let’s keep an eye on this.
