Beauty Launches for Valentine’s Day 2025

Sensual Fragrance: Soothing and serene florals are at the core of UK brand Neom’s limited-edition Rosy home fragrance collection, with notes of rose, geranium and orange to uplift and create a moment of calm. Meanwhile, French brand Diptyque has repackaged its iconic Baies and Roses scents in vessels with graphic heart illustrations to create a romantic ambience with a fragrant symphony of flowers, fruits, and leaves.

US wellness brand The Nue Co.’s new functional fragrance Us is designed to enhance attraction and connection by working with the body’s natural pheromones. It adapts to the wearer’s unique chemistry and evolves into a scent that feels warm and intimate with a blend of crisp pear, bright bergamot, earthy vetiver, and smooth sandalwood. And Balmain dropped its new Rouge Eu De Parfum, embodying addictive love, crafted with rich woods and delicate florals.

Elsewhere, sweet gourmand scents are being marketed by British brand Lush, with a collection of bodycare products based on chocolate and cherry aromas. Likewise, US brand Bath & Body Works partnered with Sweethearts candies to create a range of beauty products scented with candied grape, sweet berry and powdered sugar.

Colour Cosmetics: Dark romance inspires LA-based ColourPop’s Shadow of Secrets make-up collection. A mysterious and gothic take on traditional romance comes through with rich burgundies, murky greys and smoky plum tones for sultry eye, lip and cheek products.

Leaning into softer romance with more delicate pinks, peaches and nudes, US cosmetics brand Nars launched its Amour Collection featuring bestsellers in heart-decorated packaging.

Parisian indulgence drives Estée Lauder’s In Great Taste make-up collection with French macaron specialist Ladurée, which takes inspiration from the scents, colours and textures of pastries. Eye colours are available in whimsical and elegant pastel shades with shimmery, satin or matte finishes, while lip products include oils with rose and vanilla scents.

Beauty Boxes: Alternatively, big chains like Boots (UK) and Lidl (Germany) have launched Valentine’s-themed beauty gift boxes at an accessible price point. The former’s features an edit of six cult-favourite brands including Elemis and Nyx for just £27 ($34), while the latter’s is filled with £60 ($75) worth of self-care products for just £5 ($6).