These Are the 12 Hottest New Beauty Launches For July

"Greg Alterman, the founder of brand-new brand m/f, is also the man behind successful lifestyle brands like Alternative Apparel and Juice | Served Here. He created m/f, a "genderless" line focusing on creating a "zen-like experience at home," by taking out the frill of traditional beauty products. Each one looks clean and minimalistic, so you can focus on how the product actually works vs. what it looks like. My favorite has been the standout hyaluronic Vitamin C Serum ($48), which has helped to clarify my skin without inflaming it, like some Vitamin C serums do." — Kirbie Johnson, reporter and producer, Beauty