There are routines we repeat so often that we stop asking whether they could actually work better. Reapplying sunscreen, understanding what our hair needs, perfecting the way we do our makeup, or simply making an everyday ritual feel a little easier. Small gestures that seem figured out—until someone finds a new way to do them.
In this edition of Beauty Intel, innovation isn’t about completely transforming our routines, but understanding them better. These are products that find their place precisely where the everyday still leaves room for another possibility, reminding us that sometimes, evolution isn’t about doing more. It’s about doing things differently.
Dyson: when the everyday learns something new
Brushing our teeth is probably one of the personal care rituals we question the least. Two minutes, a toothbrush, toothpaste, and a routine we learned so long ago that we barely even think about it anymore. But Dyson is changing the rules of oral care. For the first time — and after six years of development — the brand introduces the Dyson CameraJet™, its first toothbrush equipped with a camera capable of identifying even the spaces that would normally go unnoticed while brushing.
The difference lies in what happens while we’re doing exactly what we’ve always done. CameraJet™ observes brushing in real time, identifies the spaces between teeth, and directs a precision jet of mouthwash toward them, while the MyDyson™ app lets us follow the cleaning process and better understand our technique. Suddenly, a gesture that seemed completely figured out begins to do much more than we ever expected from it. Because innovating a routine can also mean taking another look at something we’ve been doing on autopilot.
Nashi Argan: when curls change the rules
Caring for curly hair often comes with a fairly precise routine: what to use, in what order, and for what result. Plus a few hours of pure scrunching. But when it comes to curls, a routine can work precisely because it isn’t set in stone. Kurl Identity, by Nashi Argan, starts from that possibility. With this line, the Italian brand offers products that can adapt both to different curl types and to what our hair needs at different moments.
Triple Mask sums it up well: with shea butter, coconut oil, and plant protein, a single formula can be used as a pre-wash, co-wash, or conditioning mask. From there, Bye Bye Frizz, Curly Star, and Kinky Fix let us play with hydration, definition, humidity control, or volume. It isn’t necessarily about adding another step, but discovering how many possibilities were already hiding within the ones we had.
OH!GANICS: rethinking styling
There are products we’ve learned, almost without realizing it, to buy separately. One for us, another for the kids, and another depending on who happens to be using it. OH!GANICS was born precisely to question that divide. The goal? To create formulas that can become part of the whole family’s routine—even when it comes to something as specific as keeping a hairstyle in place.
Its Styling line brings together Gel Fijador, Spray Fijador, and Stick It Gel for a more polished look, whether it’s for school or the office. The formulas rely on cornstarch as a plant-based styling agent and rice extract to provide hold without ethyl alcohol, petroleum derivatives, or plastic-based fixing agents. A Mexican proposal that shows us that today, sharing a routine can also begin by no longer asking who each product belongs to.
Orlane: each area needs something different
We can have a perfectly thought-out skincare routine and still find that some areas of the skin seem to play by their own rules. The eye contour is probably the best example. It’s where the first signs of a bad night, hours spent in front of a screen, or simply the passage of time tend to appear. Which is why treating it as an extension of the rest of the face has never quite made sense.
Orlane’s B21 Extraordinaire Eye Cream starts precisely from that difference. Its formula combines Iris Pallida extract, ginkgo biloba, and hyaluronic acid to address puffiness, dark circles, wrinkles, and lack of radiance in a single gesture, with a texture the maison describes as somewhere between a cream and a serum. Because understanding our routine better also means recognizing when one part of it needs us to stop treating all skin the same way.
Benefit: el detalle está fuera de la ceja
There’s an almost imperceptible difference between makeup that’s done and makeup that feels finished. It doesn’t necessarily involve more product or take more time. There’s simply something about it that feels more precise. With brows, that difference might be found exactly where we usually stop doing our makeup: on the skin around them.
That’s where Benefit’s The POREfessional Concealer finds a purpose beyond covering imperfections. Precisely, My Brow Pencil does its work on the brow; the concealer, curiously enough, finishes the job outside of it. A little product around the edges is enough to clean up anything that went beyond the lines and make the shape feel far more intentional. Sometimes, change isn’t about adding another product, but discovering a new place for one we already have.
Supergoop!: when SPF finds another format
It’s practically a rule: no skincare routine is complete without sunscreen. The real problem starts a few hours later. We know we’re supposed to reapply, but between foundation, blush, and everything else we’ve spent time putting on our skin, starting over with another layer of sunscreen isn’t always the most appealing option.
But Supergoop!’s (Re)setting 100% Mineral Powder SPF 35 appears to completely rethink the format we already know. Instead of a cream, SPF comes as a mineral powder that can be applied over makeup while helping control shine. It won’t make us remember to reapply sunscreen; it simply gives us one less excuse not to.
Epílogo
Beauty has spent a long time teaching us what to do: hydrate, protect, define, care. Perhaps what’s changing now isn’t so much the “what,” but all the different ways we can do it.
Because even within the routines we know by heart, there are still things left to discover. A product that changes function, a step that finds a different moment, or a formula that makes something once complicated feel simpler. In the end, innovation can be that too: looking at something we do every day and asking ourselves whether, after all, that was really the only way to do it.
