9 of the best new beauty launches this February 2019

You can’t go past Ellis Brooklyn’s Myth fragrance if you’re after a pared-back scent that’s the perfect balance between floral and musk. Although the juice itself isn’t new, this new format - a hydraparfum - is something that’s only just making its mark in the beauty industry. The lightweight gel captures pure fragrance oils in a hyaluronic acid formula that’s readily absorbed by skin (so the scent lingers for longer), but best of all, it’s alcohol-free, so it won’t irritate sensitive skin types.

When it comes to using mascara, the aim of the game is to lengthen and increase volume in bare lashes. Max Factor’s Volume Infusion Mascara does exactly that, not only instantly but in the long-run as well, all thanks to strengthening and nourishing keratin and biotin in the formula. “Max Factor Volume Infusion Mascara is a game-changer, bringing maximum impact to the eyes without compromise,” says Max Factor’s makeup artist, Liz Kelsh. “I love the instant drama, which leaves the lashes looking longer and thicker, and I love that it’s a multitasker with keratin and biotin so I know lashes will look amazing today and even better tomorrow.”

Talk about intelligent: the new Silver Bullet Curling Iron is equipped with an infrared light strip that offers a slow, radiating heat that can distribute warmth more gently and evenly. The result? Waves or curls that last, and hair that’s less likely to be damaged. Plus, the customisable heat setting of 80 degrees to 210 degrees is worth a mention, too.

We’re yet to come across a La Prairie product we didn’t like, but we think the Platinum Rare Cellular Life Lotion is truly special. Featuring platinum peptide, the clever formula is effective in supporting all areas of cell function, such as detoxifying skin from environmental damage and encouraging cellular energy production to aid in smoothing skin.

From dips in the ocean or pool to throwing your hair in a topknot, your locks may have copped some serious damage this summer. Oribe Power Drops Damage Repair Booster can address dryness; add a few drops into your conditioner, mask or post-wash treatment to up hydration and restore softness without weighing your hair down.

Designed for sensitive skin types in mind, this serum feels light and silky but is packed with lipids inside water-transporting microspheres that release moisture deep into skin over time. We like popping this on in the morning before makeup to smooth and soften, and find that it allows foundation to easily glide over our skin.

Don’t let the simple bottle fool you, Tommy Hilfiger Tommy Now EDT is a men’s fragrance that is surprisingly intricate, and utilises notes like mandarin, bergamot, geranium and woods that are equal parts memorable yet easy to wear on a daily basis.

We’ve recently added The Body Shop Multi-Purpose Shea Butter to our beauty kits as it’s such a genius multitasker. Use it on its own to instantly soften the skin on your limbs, or mix it with something granular (like sugar) to create a body scrub that can exfoliate and nourish at the same time.

The easiest and most convenient way to exfoliate is with a pad that’s soaked with a chemical exfoliant. L’Oreal Paris’ version is powerful enough to remove dead skin cells on your face (all thanks to the 9.6 per cent glycolic complex), yet it’s gentle enough to use every night after cleansing.

Looking to smooth skin with a serum instead? Check out our favourites for addressing roughness.

From this list, which product are you looking forward to trying the most, and why? Tell us in the comments below.