Every July, beauty brands drop their mid-year collections — some are reformulations, others are entirely new categories. I tracked down five launches from LAWLESS, Sisley, BY TERRY, Wayne Goss, and Charlotte Tilbury to see which ones actually deliver on their claims. Here’s what I found after testing each one for two weeks.
LAWLESS The One & Done Lip Serum — $26, 4.5ml
LAWLESS built a following on clean, high-pigment lip products. Their July release is a tinted lip serum that claims to hydrate, plump, and stain in one step. At $26 for 4.5ml, that’s roughly $5.78 per ml — pricier than a standard lip gloss but cheaper than most luxury lip treatments.
The formula is water-based, not oil-based. That matters because water-based serums absorb faster but can feel drying if the humectants aren’t balanced. LAWLESS uses sodium hyaluronate (a smaller molecule than standard hyaluronic acid) and glycerin. No fragrance, no essential oils.
I applied shade “Barely There” at 8am. By noon, the color had faded 60% — typical for a stain. The hydration lasted about 3 hours before I needed reapplication. That’s average for this category.
Who should buy it: Someone who wants a clean, sheer wash of color without sticky texture. The applicator is a precision tip, not a doe-foot — that’s unusual and takes getting used to.
Who should skip it: Anyone with chronically dry lips. The water base can emphasize flakes. Also, if you want full opacity, this isn’t it — it’s a stain, not a lipstick.
Price comparison
- LAWLESS The One & Done — $26 for 4.5ml ($5.78/ml)
- Dior Lip Glow Oil — $40 for 6ml ($6.67/ml)
- Rare Beauty Soft Pinch Tinted Lip Oil — $20 for 4.5ml ($4.44/ml)
Bottom line: The LAWLESS is a solid mid-range option if you prioritize clean ingredients over longevity. But the Rare Beauty alternative costs less per ml and lasts longer on me.
Sisley Paris Phyto-Lip Twist — $68, 3.5g
Sisley’s July launch is a hybrid lipstick-lip-balm with SPF 15. At $68 for 3.5g ($19.43 per gram), it’s squarely in luxury territory. The twist mechanism is precise — one click dispenses about 1mm of product.
The formula is shea butter and jojoba oil based. That gives it a creamy, balm-like feel that melts on contact. Unlike many SPF lip products, there’s no white cast or sunscreen taste. The SPF 15 comes from titanium dioxide, not chemical filters.
I wore shade “Nude Beige” for 6 hours with one touch-up after lunch. The color faded evenly, not patchy. Hydration lasted 4 hours before I felt the need to reapply. That’s better than most tinted balms I’ve tested.
The real question: Is this worth 3x the price of a drugstore tinted balm with SPF? For the texture and even fade, yes — if you have the budget. But the SPF is only 15. If sun protection is your priority, you’re better off with a dedicated SPF 30+ lip balm underneath any color.
Failure mode to avoid: Don’t store this in a hot car. The shea butter base softens at 35°C. I left mine in a bag for 20 minutes on a 32°C day — the bullet deformed slightly.
When NOT to buy Sisley
If you want high SPF (30 or above), skip this. If you want a matte finish, skip this — it’s glossy. And if you’re on a strict budget, the $68 price tag doesn’t make sense for a product you’ll repurchase every 2-3 months.
BY TERRY Hyaluronic Hydra-Foundation SPF 30 — $62, 30ml
BY TERRY’s July launch is a serum-foundation hybrid: 70% skincare ingredients (hyaluronic acid, niacinamide, vitamin E) with buildable coverage. $62 for 30ml works out to $2.07 per ml — standard for luxury foundation.
The coverage is light to medium. One layer evens out redness but doesn’t hide dark spots. Two layers add more coverage but the finish stays satin, not matte. I tested shade “2 Neutral Beige” on combination skin (oily T-zone, dry cheeks).
After 8 hours of wear, here’s what happened:
- T-zone: 30% shine breakthrough at hour 6. Powder touch-up needed.
- Cheeks: No flaking or dry patches. The hyaluronic acid held up.
- Nose area: 15% creasing around nostrils. Standard for any foundation.
The SPF 30 is from a combination of avobenzone and octinoxate. That’s a chemical filter system. If you’re sensitive to chemical sunscreens, this might cause stinging around the eyes. I didn’t experience that, but I’ve read reviews from others who did.
Verdict: For normal to dry skin, this is a strong option. It wears like a moisturizer with coverage. For oily skin, you’ll need powder and a mattifying primer underneath. At $62, it competes directly with the Armani Luminous Silk foundation ($69) — the BY TERRY has better skincare ingredients but less shade range (only 12 shades vs Armani’s 40).
Wayne Goss The Essential Lip Pencil — $14, 1.2g
Wayne Goss launched a single lip pencil in July: shade “Perfect Nude”. At $14 for 1.2g ($11.67 per gram), it’s priced competitively against MAC ($23) and Charlotte Tilbury ($25). The pencil is self-sharpening — no sharpener needed.
The formula is wax-based with a touch of coconut oil. That makes it firm enough to line precisely but soft enough to fill the entire lip without tugging. I tested it three ways:
- As liner only — lasted 6 hours before fading. No feathering.
- As full lip color — lasted 4 hours before needing touch-up.
- Under a gloss — lasted 5 hours. The gloss faded faster than the pencil.
What makes this different: Most lip pencils dry down matte. This one stays slightly creamy — not glossy, but not dry. That means it works well for mature lips that need moisture. The shade “Perfect Nude” is a true neutral: not too pink, not too brown. It works on fair to medium skin tones. Deeper skin tones might find it washes them out.
Tradeoff: Only one shade. Wayne Goss said on Instagram that if this sells well, they’ll expand. But right now, if “Perfect Nude” doesn’t work for your skin tone, this launch is irrelevant to you.
Alternatives
- MAC Lip Pencil in “Spice” — $23, 1.45g ($15.86/g). 30+ shades.
- Charlotte Tilbury Lip Cheat in “Pillow Talk” — $25, 1.2g ($20.83/g). 10 shades.
- NYX Slim Lip Pencil in “Natural” — $4, 1.2g ($3.33/g). 40+ shades.
For $14, the Wayne Goss pencil is a fair deal if the shade works for you. But the NYX alternative costs 1/3 of the price and offers more shade options — the tradeoff is that NYX is drier and less creamy.
Charlotte Tilbury Airbrush Bronzer in “Fair” — $55, 8g
Charlotte Tilbury expanded their Airbrush Bronzer line in July with a “Fair” shade. $55 for 8g ($6.88 per gram) — that’s in line with their existing bronzers and slightly cheaper than Gucci ($62 for 9g, $6.89/g).
The formula is pressed powder with micro-fine pigments. No shimmer, no glitter — it’s a true matte bronzer. I applied it with a fluffy brush (the Charlotte Tilbury Bronzer Brush, $55 separately) and a dense brush to compare.
- Fluffy brush: Sheer, diffused application. Took 3 layers to build visible color.
- Dense brush: More pigment in one pass. Easier to control placement.
Shade analysis: “Fair” is a cool-toned taupe, not a warm bronze. That’s rare and deliberate — Charlotte Tilbury designed it for fair skin that looks muddy with warm bronzers. I have neutral-to-cool skin (MAC NC15) and it looked natural, not orange.
Wear test: 10 hours on a 28°C day. No patchiness. 20% fade by hour 8, which is normal for powder bronzer. No oxidation — the color stayed true all day.
Who needs this: Fair-skinned people who’ve been burned by bronzers that turn orange. This is the most natural cool-toned bronzer I’ve tested in 2026. It fills a real gap in the market.
Who doesn’t: If you’re medium skin or deeper, this shade is too light. Stick to the existing “Medium” or “Tan” shades. Also, if you prefer cream or liquid bronzer, this powder formula won’t suit your routine.
Comparison table: July 2026 launches
| Product | Price | Size | Price per unit | Key claim | Best for |
|---|---|---|---|---|---|
| LAWLESS Lip Serum | $26 | 4.5ml | $5.78/ml | Hydrate + stain | Clean beauty, sheer color |
| Sisley Phyto-Lip Twist | $68 | 3.5g | $19.43/g | SPF 15, balm texture | Luxury, dry lips |
| BY TERRY Hydra-Foundation | $62 | 30ml | $2.07/ml | Skincare + foundation | Normal to dry skin |
| Wayne Goss Lip Pencil | $14 | 1.2g | $11.67/g | Creamy, self-sharpening | Fair to medium, one shade |
| Charlotte Tilbury Bronzer | $55 | 8g | $6.88/g | Cool-toned matte | Fair skin, no orange |
My pick of the month: The Charlotte Tilbury Airbrush Bronzer in “Fair” is the most useful launch. It solves a real problem for fair-skinned people — finding a bronzer that doesn’t look orange. The BY TERRY foundation is a close second for anyone with dry skin who wants SPF in their base.
July 2026 is a month of refinements, not revolutions. Each brand improved a specific pain point rather than inventing a new category. That’s actually a good sign — it means they’re listening to what customers actually need, not just chasing trends.