Unconventional beauty launches that stole the spotlight with their functionality

In an era where makeup must multitask as hard as we do, today’s standout launches are rewriting the rules of performance and play. Gone are the days of choosing between fun and functional. Enter a new generation of pH-adaptive tints, jelly-textured stains, and hybrid lip-cheek balms that not only sit pretty in your vanity, but also deliver.

From disruptive textures to playful shades, these unconventional beauty launches have become hits for a reason.

Milk Makeup Cooling Water Jelly Tint, ₹3,200

This bouncy jelly stain was a showstopper in the beauty scene, ushering in the era of jelly makeup. A formula that glides on with a refreshing cooling effect, formulated with vegan collagen, seawater, and aloe, it also hydrates while locking in a sheer pigment. Comes in a fuss-free stick format that’s as easy as swipe, blend, and go. 

“There’s no denying we’re in the midst of a blush boom,” says Dianna Ruth, Milk Makeup Co-Founder & COO. “While there are so many fun ways to wear blush, it’s not without its struggles… We knew there had to be a way to get the best of both worlds. Something fun to put on that doesn’t require you to be a makeup artist to use.”

Huda Beauty Easy Bake Pressed Powder, ₹3,250

A cult favourite reinvented for the way we actually wear makeup now, Huda Beauty’s Easy Bake Pressed Powder is not just a format update but is a functional rethink. While most setting powders stay tethered to loose formulas, this version brings the same airbrushed payoff into a sleek, pressed compact. Long-wearing, talc-free, and travel-friendly, it delivers 12 hours of blurring coverage without the usual mess. Paired with the dual-texture Marshmallow Puff & Sponge, marking a quiet shift in how products only the pros would use, have been reimagined for everyday beauty routines.

M·A·C Cosmetics Glow Play Blush, ₹3,800

Dubbed the “squishy” blush, owing to its pillowy, bouncy texture, this blush melts into the skin for a second-skin glow. Infused with jojoba, grape seed oil, and vitamin E, it nourishes while delivering sheer, blendable pigment. The no-mirror-needed formula makes it ideal for quick taps and touch-ups. It’s my everyday blush for a reason, and I love building it up!

Indē Wild Dewy Lip Treatment Minis Kit, ₹999

Dubbed the modern ‘ghee’ balm, this part-balm, part-serum is a globally viral favourite that blends Ayurvedic ingredients with science-backed actives. It hydrates and smooths lips with the goodness of amla, squalane, and peptides, leaving behind a dewy sheen that’s perfect for everyday wear. Now also available in delectable tinted iterations, their newly launched minis kit is the ideal pick for testing them out and carrying on the go!

3TenX Gloss Mist, ₹1,800

This weightless gloss mist does more than add shine; it also smooths, nourishes, and protects in a single step. Powered by Raspberry Seed and Jojoba Oils, the formula helps control frizz while offering built-in UV and heat protection, making it as functional as it is polished. Suitable for all hair types, it leaves strands looking glossy, not greasy, for the kind of finish that looks expertly done.

Anastasia Beverly Hills Blurring Serum Blush, ₹3,800

This seamless blurring formula stands out for its cooling precision tip metal applicator, definitely a detail that feels unconventional but delivers. The unique serum-gel texture dispenses effortlessly, blending into skin with a weightless feel that blurs rather than sits on top. Infused with niacinamide and pomegranate peel extract, it brightens over time while giving a soft-focus flush that mimics radiance. Buildable and surprisingly sensorial, this personifies reimagined blush. Bonus points for a shade range that complements Indian skin beautifully, especially their cool-toned purple hue, which brings out golden and olive undertones.

Nykaa Cosmetics X Naagin Hot Sauce Plumping Lip Gloss, ₹599

This limited-edition plumper brings the heat, literally. Infused with a simple hot-sauce-inspired tingle, the formula delivers a noticeable plump, glossy sheen without the usual sting. The collab leans all the way into spice-meets-style, complete with a collectible chilli charm. Playful and refreshingly unexpected, this is the kind of launch that doesn’t take itself too seriously, but still lands. 

Kiko Milano Plush Blush, ₹1,650

With its cushiony texture and built-in sponge applicator, this liquid blush makes a glow-on-the-go feel effortless. The formula melts seamlessly into the skin, leaving behind a soft sheen without ever looking overdone. Lightweight and subtly luminous, it delivers the kind of polished flush that feels more lit from within.

ETUDE HOUSE Dear Darling Water Gel Tint, ₹550

A standout among water tints, this K-beauty essential delivers more than just a fleeting flush. Unlike conventional formulas that absorb instantly, this one carries a gel-like weight that gives you time to blend and build, offering depth without the rush—the result: a soft-focus stain that settles into lips or cheeks with a blurred, lived-in finish. A personal go-to, I like using it as a first blush layer, anchoring it with a powder blush to extend wear and softly diffuse the colour. This is a must-have in your kit, with a lovely day-to-night wear.

 Kay Beauty Precious Lip Oil (Limited Edition), ₹999

A custom tint in a bottle, this oil reacts to your skin’s pH to deliver a personalised hue. Enriched with coconut oil and infused with pH-adaptive pigments, it adjusts to your natural tone for a personalised flush of colour. The cushiony texture glides on effortlessly, delivering hydration, shine, and just the right amount of glow, all in one swipe.
 

Sommer Beauty Tubing Mascara, ₹999

This clean, weightless mascara envelops each lash in tiny polymer tubes to lift and lengthen, without smudging or clumping. Unlike traditional formulas, tubing mascaras form a water-resistant seal around each lash and slide off effortlessly with just warm water and gentle pressure, and Sommer Beauty has done it right. Safe for sensitive eyes and buildable from subtle to bold, it’s an everyday essential designed to look good and wear even better.

Typsy Beauty Glaze Pout Polish Peptide Lip Treatment Balm, ₹699

Typsy Beauty’s Glaze Pout Polish went viral for a reason, offering equal parts shine and care, powered by peptides that nourish pigmented lips while delivering a glossy finish. The unconventional metal applicator makes for a fun experience with a cooling effect with every application. Each sensorial swipe elevates the ritual, turning a basic balm moment into something tactile and satisfying. The delectable scents are a cherry on top, with this being the perfect blind buy for pigmented lips!

The FormulaRx Sun Relief Ceramide Silk Hydrating Sunscreen, ₹699

A personal favourite of mine, it’s rare for a sunscreen to check all the boxes of being tinted, deeply hydrating, and suited to Indian skin tones without a ghostly cast or overly orange pigment. Formula Rx’s tinted sunscreen does precisely that. More than just SPF, this next-gen formula bridges the gap between skincare and sun protection. This barely there formula blends like skincare, wears like skin, and leaves behind a natural, dewy finish that suits diverse brown skin tones. It only gets better: this 2-in-1 formula can also do the job of your moisturiser. This universal tint disappears into all skin tones without residue, thanks to its enrichment with niacinamide, brightening peptides, ceramides, and hyaluronic acid. 

Hibiscus Monkey Velvet Spray In-shower Moisturiser, ₹1,120

For anyone who dreads the sticky aftermath of body creams or finds moisturising a sensory overload, Hibiscus Monkey’s in-shower moisturiser offers an elegant alternative. Applied post-cleanse and rinsed off before you towel dry, this formula sinks in effortlessly with no rubbing, no residue, and no weight. It’s especially ideal for sensitive skin or low-maintenance routines, proving that hydration doesn’t need to linger on the surface to do its job.

Diam Beauty Draw Me In Long Lasting Lip Marker, ₹699

This isn’t your standard lip liner. With an ultra-fine marker tip and water-based formula, it delivers precise definition that wears like a tint. Whether you’re tracing the edges or filling in for a stained look, this formula is non-messy and stays put, with no smudging or touch-ups required.

Fenty Skin Blemish Defeat’r BHA Spot-Targeting Gel, ₹2500

Treating breakouts under makeup has always been a tricky beauty hassle. Fenty Skin’s Blemish Defeat’r creates an invisible yet flexible veil over blemishes, enriched by salicylic acid and calming botanicals. The lightweight jelly texture dries matte and smooth, blurring the skin’s surface while working beneath it. It’s acne care that doubles as a priming step—functional, invisible, and refreshingly non-disruptive to your beauty routine.

Lead image: The brands

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