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A new and improved Magic Eraser, a viral lip butter and more editor-loved new launches — starting at $3

Because nothing slays the mid-winter slump like something shiny and new.
Keds; Courtesy Audrey Ekman

We're barely three weeks into February, but this month has already been one for the books. Presidents Day brought big savings on mattresses and we added some viral products to cart. Not to mention, Elmo had a near-death experience, all eyes were on Taylor Swift (at the Grammys and the Super Bowl) and scandal magnet Tom Sandoval has managed to dig himself into an even deeper hole.

Although it can be hard to look away from the pop culture chaos and puppet drama, we're directing your attention to a more actionable place: our roundup of this month's most stellar product launches. From seasonal problem-solvers to limited-edition Valentine's Day and Black History Month releases, these finds earned our editors' seals of approval and have been deemed worth the buy.

Ahead, we cut through the clutter and compiled all of the new products hitting the market this month that you won't want to miss.

Top 10 February launches we tried | More editor-favorite February launches | How we chose

Top 10 February launches we tried

Mr. Clean Magic Eraser Ultra Foamy

What we like
  • Requires "95% less scrubbing"
Something to note
  • Edges disintegrate with use

Ahead of spring cleaning season, the Magic Eraser got a couple of noteworthy new upgrades. This certainly isn't the brand’s first foray into specialty editions — we tried the Bath version and still love it years later — but the extra foamy version purports that it requires “95% less scrubbing” than the leading all-purpose bleach spray, thanks to the infusion of Dawn cleaning power. The other, extra durable new version claims to be their “longest lasting” (lasting about seven times as long as the original), according to the brand.

Eos Cashmere Bikini Shave Oil Serum

What we like
  • Hydrating formula
Something to note
  • Doesn't lather or foam up

Spring is right around the corner, which means we’ll soon be shedding our winter layers and showing a little more skin. If you’re looking to up your shaving game ahead of the warmer season, this super hydrating shave oil is the product to reach for. An expansion of the brand’s bestselling Cashmere Skin Collection, it’s full of hydrating ingredients like shea and cocoa butter, and it’s a great value at just under $9.

Saltair Santal Bloom Dry Shampoo

What we like
  • Long-lasting
  • Incredible scent
  • Lightweight, non-crunchy feel
Something to note
  • Bottle is on the smaller side

Senior editor Jess Bender gave this new dry shampoo a test run to revive her second-day hair during a Friday night out.

“My date for the night (associate editor Allie Wise) immediately noted that my tresses looked incredible, which is a rare compliment given how little effort I put into my regular hair routine,” Bender shares. “It looked as voluminous and fresh as it did seven hours later as it did when I initially sprayed it on, so I consider this a win in my book.”

Sonoma Community Black History Month Brooklyn Dolly Decorative Pillow

What we like
  • Fluffs up easily
  • Has a removable cover
Something to note
  • Flattens when laid on

“I’m still decorating my apartment slowly but surely and fell in love with the bright colors, since I’ve been really steering toward oranges and yellows,” says associate editor Kamari Stewart of this cute pillow. “It arrived and looks even better than it does in the photo! The color is so rich and it really stands out on my couch. It does flatten a lot if you lay on it but fluffs right back up however much you like which I’m a fan of. Even though it was dropped through the BHM collection, it’s definitely become a part of my year-round decor.”

Aya Paper Co Home Sweet Home Art Print

What we like
  • Made from 100% recycled paper
Something to note
  • Comes without a frame

“Another drop for BHM from Kohl’s, I loved this print as soon as I saw it,” gushes Stewart. “I’m a big fan of this art style and have a few other prints that blend really well with this one. It’s printed on 100% recycled paper which is a nice, eco-friendly tidbit. It arrives as just the print so you can really make it fit into your space with your own frame or just find a home for it as is.”

Dae Fairy Duster Volumizing Dry Shampoo Powder

What we like
  • Non-aerosol
  • Easy to blend
Something to note
  • Best for thicker hair

If a non-aerosol dry shampoo option is more your speed, editorial assistant Madison San Miguel recommends this option, which also happens to be travel-friendly.

"I’ve tried other dry shampoo powders, and found that this one is easy to work through the hair and doesn’t feel tangle-y to get through (iykyk)," San Miguel shares. "I noticed a bit of volume and some oil absorption, but I think someone with less oily hair and thicker hair could benefit more from it. I think my hair needs a product a bit more powerful, but this is good for quick refreshes."

St. Tropez Self Tan Suprême Violet Bronzing Mousse

What we like
  • Fast-drying
  • No strong smell
Something to note
  • Caution, beginners: it's dark!

"I’m always searching for the bronziest, longest-lasting self-tan — and I think I may have found a new favorite," says associate editor Lauren Witonsky. "St. Tropez just released their 'richest, darkest, deepest' tan on Feb. 12 and it seriously lives up to the hype. It has violet undertones, so it leaves me looking olive (read: not orange) even though I naturally have super fair skin."

Keds Champion Gender Neutral Canvas Lace Up

What we like
  • Extensive size range
  • Two width options
Something to note
  • Canvas isn't waterproof

In need of a sneaker upgrade heading into spring? This new launch from Keds takes its signature classic sneaker silhouette and upgrades it with a more inclusive fit for extra comfort. We love the impressive size range, which goes all the way up to a women’s size US 14.5. These fresh kicks come in Blush, Off White and Faded Black colorways.

Future Society Optimal Fragrance Enhancing Primer

What we like
  • Long-lasting scent
  • Extends life of your perfumes
Something to note
  • Allow 30 seconds to dry

This is a personal favorite — I don’t know what kind of magic the brand put in this, but this priming potion claims to extend the wear of your fragrance, which caught my attention as someone who loves to wear fresh perfumes that don’t tend to last very long.

I tried it myself and am happy to report that, after a few hours (when I’d normally have to reapply), my usually fleeting scents still smell like I’ve recently sprayed them. This is a game-changer for me and not only make my perfumes wear longer during the day, but also will help extend the life of my expensive perfumes.

SkinCeuticals Cell Cycle Catalyst

What we like
  • Reduces appearance of wrinkles
  • Boosts radiance
Something to note
  • Potential adjustment period
  • Expensive

“Though I haven’t been using it for long, I am excited for this one because I’ve used other SkinCeuticals products before and have loved the way they improved my skin’s appearance, so I have high hopes for this one,” notes editor Vivien Moon. “So far, it’s lightweight and hasn’t caused any reactions and is easy to implement into my daily routine. It is meant to improve the appearance of fine lines and wrinkles as well as discoloration while also improving the skin’s radiance.”

More editor-favorite February launches

Tree Hut Moroccan Rose Foaming Gel Wash

What we like
  • Pleasant scent
Something to note
  • Packaging was redesigned

"TikTok and our editors love Tree Hut, and this new scent is truly great," promises production coordinator Camryn Privette. "It’s not too florally but has a great fresh scent to it. It’s available in scrub, shave oil and body wash so you have your pick of the litter."

Catrice Cosmetics Nude Drop Tinted Serum Foundation

What we like
  • Lightweight feel
Something to note
  • Not full coverage

"Made with nourishing hyaluronic acid and vitamin E, a feathery-light serum, I was actually blown away with this product," says Privette. "I’m not really into full coverage foundation so this is perfect in-between for me when I need a little help. It’s super affordable which is obviously a great plus."

Zoya Love Nail Lacquer

What we like
  • Wide brush is easy to use
Something to note
  • Full coverage requires 2 coats

Valentine’s Day might be over, but red nail polish is a year-round staple in our book. Zoya’s color of the month is this glittery shade that upgrades a classic red lacquer with sparkles and the perfect balance of cool and warm tones. Apply two coats with the brand’s signature wide brush to get a full coverage look and finish with your favorite top coat for an easy, glitzy manicure.

Ban AHA Roll-On Deodorant

What we like
  • Aluminum-free
  • AHA is naturally exfoliating
Something to note
  • Not an antiperspirant

This launch is part of a larger collection of AHA body products that Ban started developing when they saw people on TikTok using AHA skin care products on their pits to reduce odor. AHA has other benefits too though — it’s a natural exfoliant and can help reduce ingrown hairs. It comes in the brand’s signature roll-on design, which admittedly took me a while to get used to as I’ve been loyal to my solid deodorant for years. You have to let it dry, but after it did, this really did eliminate odor all day for me.

Milk Makeup Jelly Tint

What we like
  • 2-in-1 lip and cheek product
  • Cooling sensation
Something to note
  • Dries fast - blend quickly!

Simply swipe this multitasking beauty product over your lips and cheeks for long-lasting color. According to the brand, this product has longevity, promising you’ll get over 1,000 applications out of its .17 ounces. Thanks to its size and ease of use, on-the-go touchups are a breeze.

Summer Fridays Birthday Cake Lip Butter Balm

What we like
  • Long-lasting hydration
  • Smart applicator design
Something to note
  • Limited edition flavor

Have you heard of this viral lip balm from Summer Fridays? The lip product has been all over our social media feeds, and the beloved formula just got a celebratory update: a birthday cake flavor! The super nourishing balm goes on like butter (hence the name) and imparts a light pink tint.

"This TikTok-viral lip balm has quickly become one of my favorites to use," says Stewart. "It’s not only hydrating, it’s moisturizing and leaves your lips feeling super soft and smooth. It’s an investment but I think it’s worth it. I keep (at least) one on me at all times."

Weleda Rejuvenating Day Cream

What we like
  • Lightweight
  • Long-lasting
Something to note
  • For mature skin

Winter dryness can be tough on our skin. If you're on the hunt for a new cream to keep your skin moisturized all day, Shigo recommends this one.

"I normally get really dry skin halfway through the day, but this kept me hydrated all day," says Shigo, adding that it doesn't feel too heavy.

Function of Beauty Bond Repair Leave-In Treatment

What we like
  • Customized for your hair goals
Something to note
  • Concentrates sold separately

Hitting stores this month, the concept of this leave-in conditioning treatment is really neat — you can customize the formula based on your hair goals, choosing from the brand’s “hair goal concentrate mix-ins” to boost everything from volume to hydration. You can mix up to two boosters in at once. I tried it with oil control and color boosting mix-ins, and it kept my hair looking fresh and vibrant for a few days.

Voluspa Cherry Gloss Classic Candle

What we like
  • Beautiful packaging
Something to note
  • Trim wicks to 1/4" each burn

This new launch dropped just in time for Valentine's Day, but it's fit for burning year-round. The brand describes the fruity scent as an "aromatic catwalk" of smoked cherry, rose petals and a hint of leather, and we're already addicted.

First Aid Beauty KP Bump Eraser Body Scrub 10% AHA - Fresh Strawberry

What we like
  • Fruity scent
  • Chemical & physical exfoliant
Something to note
  • Not for facial use
  • May increase sun sensitivity

Another launch that's perfect for the upcoming season, this new take on First Aid Beauty's beloved KP Bump Eraser Body Scrub revamps the formula with a natural strawberry scent. It contains a blend of chemical and physical exfoliants designed to deliver super soft and smooth skin, and we're eager to give it a try.

Glow Recipe Niacinamide Hue Drops

What we like
  • Natural-looking tint and glow
  • Contains skin care ingredients
Something to note
  • Blends pretty sheer

San Miguel tried this new launch and says it gave her skin a serious glow. It's an update of the brand's bestselling Niacinamide Dew Drops that adds tint and radiance to the original formula. San Miguel says it "gives you the 'I was just on a beach vacation' look" — who couldn't use that this time of year?

R+Co Chainmail Thermal Protection Spray

What we like
  • Protects from heat up to 450°F
Something to note
  • Has a strong smell

This new launch from R+Co claims to protect hair from heat damage up to 450 F. To get the effect, simply spray it on before using hot tools on your hair. It has a flexible hold that brushes out easily and adds volume.

Snif Laundry Starter Pack

What we like
  • Bestselling and new scents
  • Clean ingredients
  • Custom level of fragrance
Something to note
  • Ships out by Friday, March 8

Finally! Something that actually gets us excited for laundry day. Already beloved for their candles and fine fragrances, Snif is expanding into the laundry category this month. This starter pack contains both a laundry detergent and a scent booster, so you can customize the amount of fragrance in each load. Three fragrances are currently available in the inaugural laundry launch, including two brand new scents and one of Snif's bestsellers, sweet ash.

Hydro Flask 32 oz Wide Mouth with Flex Straw Cap

What we like
  • Impressive insulation time
Something to note
  • Won't fit in a car cup holder

"As an Oregon girl (go Ducks!), I’m a loyal Hydro Flask fan through and through and I couldn’t contain my excitement when the brand released a whole capsule inspired by Oregon," gushes Privette. "With three new colors, this water bottle gives me a little piece of home in NYC, cheesy I know!"

Old Navy Oversized Double-Breasted Trench Coat

What we like
  • Timeless staple piece
Something to note
  • Size down for tighter fit

Old Navy just dropped a ton of cute styles that are perfect for spring, but our eyes are on this classic outerwear staple. A trench coat is the perfect missing piece in the puzzle of what to wear during this season’s transitional weather. It’s easy to layer up for cooler days, yet lightweight enough for when the weather starts to warm up.

IT Cosmetics CC+ Cream Natural Matte SPF 40

What we like
  • Shine controlling formula
  • Beauty Award-winning brand
Something to note
  • More matte finish vs. original

If this launch looks somewhat familiar to you, that's because it's the newest version of a beloved formula, the IT Cosmetics CC+ Cream. The original version won a Beauty Award last year for best CC cream, and this updated formula focuses on shine control and delivers a matte finish. I just tried it and can vouch for its ability to both hydrate and control shine all day, which is no small feat against my oily skin!

Virtue Damage Reverse Serum

What we like
  • Smells really good
  • Immediately noticeable effect
Something to note
  • Bottle is on the smaller side

"Years of bleaching has left my hair pretty damaged and dry, so I was excited when I heard that one of my go-to hair care brands was releasing a new product that promises to “instantly repair” hair," says associate editor Emma Stessman. "They sent me a sample and I’ve been using it after washes for the last two weeks. It features the highest percentage of the brand’s proprietary Alpha Keratin 60ku protein, which the brand says has 'the power to bind directly to damaged areas and repair unlike anything else.' I could feel the effect on my hair from the first time I used it — it felt softer and more manageable — and after multiple uses I’ve noticed less breakage when I brush. I also feel like serums and creams typically weigh down my hair, but this one doesn’t."

Dickies Newington Cargo Pants

What we like
  • Super deep pockets
  • Comfortable, roomy wide leg
Something to note
  • Not much stretch

One of my biggest gripes with women's clothing is that there's never enough room in the pockets — but not on these pants. Speaking from personal experience, in addition to the standard front and back pockets, this silhouette has side pockets that are oversized and can fit a ton. This new light wash is like the worn-in, cooler younger sister of classic white pants and they'll be heavy in my spring and summer outfit rotations.

Dynamite Crewneck Denim Maxi Dress

What we like
  • Back vent for easy walkability
Something to note
  • Wash separately in cold water

Thanks to the coastal cowgirl trend, denim is having a moment right now. This maxi dress is a one-and-done outfit that will go from season to season effortlessly. I have a similar dress from the brand and will be wearing it on repeat, layered with a chunky cardigan or turtleneck or rocked alone when the weather warms up.

Sunday Forever 11:11 Eau de Parfum

What we like
  • Travel-friendly
Something to note
  • Limited edition

We're not gatekeeping our favorite fragrances in 2024. As a fan of the brand's bestselling 11:11 candle, which has notes of fig and burnt white wood, this new perfume launch is pretty exciting. It's a unique but widely appealing scent that will surely earn you compliments wherever you wear it.

Cometeer x Seth Rogen Houseplant Coffee Box

What we like
  • No coffee machine needed
  • Flash-frozen for high quality
Something to note
  • Subscribers save $20

Calling all coffee lovers! If you haven't tried Cometeer's flash-frozen capsules yet, allow us to recommend this new box that just dropped in partnership with Houseplant Coffee. The bold cups contain 180mg of caffeine per serving and are quick to prepare — just add hot water. Maximum flavor, minimum effort, as the brand says.

Berry PEBBLES™ x Susan Alexandra Tutti Fruiti Bag Charm

What we like
  • Hand beaded with glass beads
Something to note
  • Limited edition collection

The return of Berry PEBBLES™ wasn't on my bucket list for 2024, and neither was this limited edition collaboration between the iconic cereal and New York-based designer Susan Alexandra. But we can appreciate the whimsical designs, which promise to add some fun to your outfits. This bag charm can adorn your purse, keys and more and is — pun intended — berry sweet!

Lee x Basquiat™ Striped Relaxed Straight Leg Jeans

What we like
  • Unique print
  • Comfortable, roomy wide leg
Something to note
  • Size up for looser fit

“If you’re a fan of art, these are the pants for you,” Shigo says. “They can be worn multiple ways and feel so light. The perfect pants to dress up a boring outfit.”

Spanx Wide Leg Jeans

What we like
  • Stretchy
  • Lightweight
Something to note
  • Size up for looser fit

"When I saw that there was no zipper or button and these were essentially pull on pants, I was nervous," Shigo confesses. "However, they were so easy to pull on and felt like butter. They are my first pair of Spanx pants and I will definitely be shopping them for denim from now on."

How we chose

The Shop TODAY editors and writers search the internet to find the best products out there. We use our own personal experiences with products and brands to make shopping easier for our readers.