As the sweltering heat of August 2025 reaches its peak, the beauty industry is far from entering a summer slumber. Instead, we are witnessing a high-fashion takeover of the vanity, led by a quartet of brands that define the intersection of luxury and modern cool. This month, the “Magazine World” standard for beauty launches is set by Loewe’s olfactory artistry, Fendi’s historical centenary celebrations, NARS’s scientific evolution of its icons, and Tower 28’s relentless pursuit of skin-friendly playfulness. These releases represent more than just new products; they are the seasonal “must-haves” that bridge the gap between the carefree days of late summer and the structured elegance of early autumn. From the Spanish countryside to the Mediterranean coast, August 2025 is a month of sensorial discovery and technical brilliance.
Loewe: The Artisanal Soul of the Spanish Countryside
Loewe Perfumes has long been a champion of “organic luxury,” and its August 2025 campaign is perhaps its most evocative yet. Drawing inspiration from the raw, unadulterated beauty of the Spanish landscape, the house has unveiled a series of artisanal fragrances and candles that celebrate humanity’s unity with nature. Central to this launch is the expansion of the Paula’s Ibiza collection, featuring the new Cosmic Eau de Toilette—a vibrant, floral-aquatic scent that captures the essence of a Mediterranean sunset with notes of ripe pear, mango, and cedarwood.
The technical brilliance of Loewe’s August releases lies in their commitment to “raw” botanical ingredients. Each scent is designed to interact with the wearer’s body heat, evolving throughout the day to reveal hidden layers of amber and patchouli. This artisanal approach extends to the packaging, with bottles that look like handcrafted sculptures, embodying the brand’s “Crafted Collection” philosophy. Loewe isn’t just selling a perfume; it’s offering a piece of Spanish heritage, a sensory escape that feels both ancient and incredibly modern.
Beyond the liquid scents, Loewe’s new artisanal candles have become the talk of the design world. Featuring unconventional notes like “Beetroot” and “Oregano,” these candles are designed to turn any home into a botanical sanctuary. For the 2025 consumer, Loewe represents the ultimate “Quiet Luxury” in fragrance—sophisticated, deeply rooted in craftsmanship, and unapologetically unique. It is a launch that proves that in the world of high fashion, the most powerful statements are often the most natural ones.
Fendi: A Centenary Celebration of Roman Elegance
To mark its 100th anniversary, Fendi has released a Summer/August 2025 capsule that is as much a tribute to its heritage as it is a vision of its future. Inspired by the 1977 film Histoire d’Eau, the beauty and accessory collection evokes the timeless style of Rome. The standout of this launch is the Eaux d’Artifice Eau de Parfum, a fragrance that mirrors the Mediterranean summer with its refreshing yet sophisticated profile. It is a scent that captures the essence of sea-spray and sun-drenched stone, packaged in a bottle that reflects Fendi’s architectural DNA.
The Fendi launch is characterized by a “sea garden” aesthetic, with nature-inspired motifs like red coral and underwater flowers dominating the visual language. This centenary collection isn’t just about a single product; it’s about a holistic lifestyle. The beauty releases are designed to complement the raffia textures and airy silhouettes of the brand’s summer fashion, creating a cohesive “Roman Holiday” look. It is a celebration of a century of Italian craft, reimagined for a new generation that values history and modernity in equal measure.
Technical precision is at the heart of Fendi’s 2025 beauty vision. The formulas are lightweight and breathable, designed to withstand the heat of a Mediterranean August while providing a polished, high-fashion finish. From the subtle luminosity of their skin tints to the “barely-there” flush of their lip stains, Fendi is defining the 2025 standard for “resort beauty.” It is an invitation to step into the Fendi universe—a place where every detail is a masterpiece and every moment is an occasion.
NARS: The High-Tech Evolution of the Multiple
NARS has always been the gold standard for “intentional color,” and August 2025 sees the brand leveling up its most iconic product: The Multiple. First created by François Nars in 1996, the all-in-one color stick has been reimagined with a next-level, weightless cream-to-powder formula. The new iteration offers a greater color payoff and a flattering, soft-focus finish that addresses the demands of 2025’s high-definition world. Available in 12 shades—including cult favorites like Dolce Vita and Orgasm Crave—the new Multiple is the ultimate tool for “harmonious and effortless” glam.
The science behind this reformulation is significant. NARS has utilized “micronized” pigments and light-reflecting technologies to ensure the product blends seamlessly into the skin without settling into fine lines. It is designed to be swiped across the eyes, cheeks, and lips, providing a monochromatic look that is both modern and incredibly easy to achieve. This release reinforces NARS’s position as a brand that understands the “power of the multitasker,” catering to a consumer who wants professional results with minimal effort.
In addition to The Multiple, NARS is leaning into the “Summer Glow” trend with new shades of its Light Reflecting Prismatic Powder. This powder is designed to provide a “filtered” effect on the skin, controlling shine while maintaining a radiant, healthy luminosity. For August 2025, NARS is proving that longevity and lightness can coexist, offering a range of products that are as resilient as they are beautiful. It is the perfect toolkit for the “gym-to-brunch” lifestyle, where beauty must be both durable and high-impact.
Tower 28: Cooling Shimmers and Skin-First Fun
Tower 28 continues to dominate the “accessible luxury” space with its August 2025 launch of the GoGo Cooling Shimmer Eyeshadows. Known for their commitment to sensitive skin, the brand has created a water-based, cooling formula that provides a high-shine, multidimensional finish without the irritation often associated with traditional glitters. These eyeshadow sticks—available in shades like Roxy and Troubadour—are designed to be swiped on and blended with a finger, embodying the “fun and functional” spirit of the brand.
The technical innovation here is the “cooling” sensation, which is achieved through a high water content that soothes the lids upon application. This makes the GoGo sticks perfect for the sweltering August heat, providing a refreshing moment of self-care during the makeup routine. The formula is also “fade-proof” for 12 hours, ensuring that the shimmer stays on the eyes and doesn’t migrate down the face. Tower 28 is successfully bridging the gap between “clean beauty” and “maximalist glam,” proving that you don’t have to sacrifice skin health for sparkle.
Complementing the eyeshadows is the LipSoftie in Iced Dulce de Leche, a limited-edition shimmery lip treatment that adds a touch of 90s nostalgia to the 2025 vanity. Tower 28’s August releases are a celebration of playfulness and inclusivity, designed for a generation that views makeup as a form of “dopamine glam.” By focusing on sensorial textures and high-performance, non-irritating formulas, Tower 28 has cemented its status as the most “lovable” brand in the “Magazine World” of 2025 beauty.
