New Drugstore Makeup & Beauty Launches: July 2017

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We’re in the thick of summer, but the drugstore makeup and beauty launches aren’t slowing down. We’ve got a new release for almost every part of your routine, and I’m very curious to hear what you’re most excited about— or not. With Fall quickly approaching, we’re definitely starting to see a bit of a bridge into autumn shades and trends.

Keep reading to see what’s new on the drugstore beauty scene, and let me know if you want an up-close look on anything in particular. I’ll do my best to deliver!

1. elf. Matte Liquid Lipstick ($5)

Is it sacrilege to say that I may be tired of matte liquid lipstick releases? Maybe I should be fair and try it before I rule these out… at $5 each, they’re definitely not a bad investment. The e.l.f. Matte Liquid Lipsticks boast creamy and smooth application with a long-lasting matte finish. The formula is made with Vitamin E for hydration and comfort while wearing. I do like how the diamond-shaped applicator looks, which seems like it would be great for precise application without needing a lip liner. We have some great shades that are mostly neutral, with a few pops of color perfect for the end of summer and start of fall.

2. e.l.f. Beautifully Precise Swirl Foundation Brush ($10)

Because you can never have enough gorgeous vanity-ready brushes, right? This swirled rose shaped brush is designed to swirl and blend liquids onto the skin effortlessly. Drop your foundation into the fluid reservoir— the amount you use customizes the coverage— and apply directly to the face. This is a welcome addition to my brush collection, and reminds me a lot of some high-end brushes with similar function.

3. Rimmel London Shake it Fresh Mascara ($5.99)

With mascara being the makeup product you should be replacing most frequently, it’s always a little annoying when it dries out prematurely. The Rimmel Shake It Fresh Mascara strives to change that. By shaking the new packaging, the mascara is supposed to be “immediately refreshed to its original ideal smoothness, so volume always stays perfectly clump-free.” Since I haven’t seen this in person, I’m not sure if this has to do with the tube itself or if maybe there is a small shaker inside like is common with nail polishes. My only concern is that people might try to use the mascara past the recommended three months if they think they’re constantly refreshing it. Interesting concept, though, and the mascara itself is supposed to be super voluminous while the brush separates from corner to corner.

4. Catrice Liquid Metal Longlasting Cream Eyeshadow ($5.99)

Metallics have always been a big fall trend, and it’s not going anywhere this year. These new Catrice cream eyeshadows can be used alone or as a vibrant base under a powder eyeshadow. It is supposed to dry down to be crease-proof and fade-proof, with a formula that’s easy to apply with the wand. The five shades cover you from a smoldering purple to a bright peach for any mood. My favorite way to wear metallic cream shadows are all over the lid for a wide-eyed look.

5. Zoella Jelly & Gelato Cream Scrub ($12)

A great year-round skin treat, this cream scrub offers super hydration while gently exfoliating to reveal softer and smooth skin. The rich cream is infused with extracts of Elderflower and Pomegranate to help brighten, smooth and tone. This is great during summer when you’re showing off skin, or as the weather starts to cool to avoid flaking.

6. Zoella Jelly & Gelato Bath Frosting ($9.95)

This is a new one I’m dying to try. This “beauty frosting” comes in a tube of portioned satchets that your un under your running bath water. The water turns milky white as it becomes infused with Elderflower and Pomegranate to soften, bright and tone the skin. This sounds so perfect for an at-home spa night to just relax and rejuvenate.

7. Derma E Nourishing Shampoo & Conditioner ($9.99)

Derma E is moving into hair care! I got a first-look at Cosmoprof early this month, and I’m stoked to try the new formulas. The one I want to grab first is the Nourishing Shampoo & Conditioner, which is made with Apricot seed and organic Argan Oils to boost shine and add moisture to the hair. The pair is supposed to tame frizz with a silky finish, and nourish it with ProVitamin B5 and Quinoa Protein. I’m curious to see what the brand will do next after conquering another corner of beauty!