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By Team GRAZIA

It’s What’s On The Inside That Counts

Meet the buzzy new beauty products that think outside the box

Today, technology and science are driving the beauty industry with beauty brands taking innovation to new heights in their quest to stop a customer’s Insta-scrolling in its tracks. While many buzzy launches are doomed to be a novelty, flash-in-the-pan product, others are revolutionising their category via innovative ingredients, cutting-edge delivery and game-changing results.

It takes something special to shake up the centuries-old fragrance game but Ellis Brooklyn’s Hydraparfum, a marriage between scent and skincare, does so with seriously addictive results. The hyaluronic acid-based gel is spiked with bubbles containing 100 per cent pure fragrance oil, meaning every spritz delivers an equal dose of hydration and the label’s cult musky scent Myth.

With hair brands being more inspired by skincare than ever, the most exciting new products borrow ingredients and innovation from serums and creams to give you your best hair yet. Dropping Oribe’s clever Power Drops into any hair product will instantly supercharge it with a blend of linoleic acids, sea kelp and model-favourite hair booster biotin. Tapping into the ‘glass skin and hair’ trend, R+Co Neon Lights Dry Oil Spray mists thirsty strands with a dose of hydration while leaving a lustre that will last until your next shampoo, all without weighing it down. Meanwhile, hairstylist Jen Atkin has found a portable and practical way to fight fly-aways with Ouai Anti-Frizz Hair Sheets, which blend coconut oil and shea butter to eliminate static and frizz, and add shine with every swipe.

Celebrity makeup artist Charlotte Tilbury revolutionised the flooded face mask category with her Instant Magic Facial Dry Sheet Face Mask. Unlike other sheet masks that are souped-up in serum, this 100 per cent dry mask has the active ingredients, floral extracts and oils embedded in the fabric that leave your skin tighter, smoother and undeniably brighter. Plus, each mask can be reused three times. Economical. Sustainable. High-tech. Tick, tick, tick.

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