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If you monitor updates to as closely as you do your Facebook feed, you've probably noticed that a whole new slew of brands have hit the site in recent months. Half the fun of beauty is trying out new products, so we sussed out the latest lines to hit the site and highlighted here the products that have us clicking "add to cart."

Tony Moly

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Why we love it: The Korean brand landed on early this year and has been delighting customers with its kitschy packaging and innovative products ever since. Case in point: Pocket Bunny Moist Mist ($15;, a hydrating face refresher formulated with fruit extracts.

Bésame Cosmetics

Why we love it: Bésame Cosmetics is the brainchild of cosmetic historian (yep, that’s a thing) Gabriela Hernandez. The brand debuted on this winter with three of its famously flattering face powders. Thanks to its color-correcting abilities, we’re dubbing Brightening Violet Powder ($22; the breakout star of the bunch.


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Why we love it: Belif landed at this month by way of Korea, where the brand has already made a name for itself in the country’s highly competitive skincare market. With super-concentrated, dermatologist-tested products like The True Cream Aqua Bomb ($38;, it's only a matter of time until one of the brand's souped up moisturizers makes an appearance in your bathroom cabinet.

Kaplan MD

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Why we love it: Kaplan MD, the dermatologist-developed brand that launched on this past winter, deserves major kudos for its Lip 20 Mask ($48; Like a face-lift for your lips, this hyaluronic acid-infused formula contours and plumps fine lines.

Kevyn Aucoin

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Why we love it: When news broke that Kevyn Aucoin products would be available on, you could practically hear the cheers of makeup enthusiasts the world over. It’s tough to choose a standout product from this highly sought-after brand, but the supreme highlighting powers of The Celestial Powder in Candlelight ($44; is our latest must-have because it delivers just the right amount of sparkle.

Giorgio Armani Beauty

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Why we love it: Though the line has long been shoppable in-store, Giorgio Armani Beauty only became available on in January. The brand’s Luminous Silk Foundation ($62; is one find that's worth the investment. In fact, this particular formula has more InStyle Best Beauty Buys awards under its belt than any other liquid foundation.

Drunk Elephant

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Why we love it: Don’t let the cheeky moniker fool you—Drunk Elephant makes serious skincare. The brand prides itself on its non-toxic, yet highly potent products, including its antioxidant-enriched Virgin Marula Luxury Face Oil ($72; Much to the delight of natural skincare lovers everywhere, the line has been live on since January.

Touch In Sol

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Why we love it: Korean brand Touch In Sol came to in February with just one product, but what a product it is. Stretchex Stretch Lash Effect Mascara ($22; creates the look of false lashes through polymer technology. Reviewers report that it gives “fantastic length” and “perfect definition.”


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Why we love it: Korean export (are you sensing a trend here?) Erborian brought its Perfect Morning BB Mask ($35; to the site this winter. Formulated with organic green tea matcha straight from Korea, this mask tightens pores, cleanses, and brightens.