The Best New Beauty Products in March 2025

Dubbed the “Keurig of makeup” and backed by iconic makeup artist Sir John (he’s also the brand’s artistic director), BoldHue is a high-tech, at-home device that is shaking up makeup as we know it. The device, which the brand says is about the size of a Stanley water bottle, can create millions of customized foundation shades to cater to “the full rainbow of skin tones.” Connecting to an app, users can scan their skin (they can also create separate profiles for family members and friends) to capture their skin tone. Then, in about a minute, the device whips up a week’s worth of foundation, which is dispensed into a reusable glass jar. The user blends it together using a “custom mixing spatula” that BoldHue created in partnership with Beautyblender.

Cofounder and CEO Rachel Wilson told Forbes: “We’ve been working on this for five years and the story is very much about inclusivity. Ever since I was a little girl, I never felt included. I’d look up to a billboard, and it told me that if I didn’t look or act a certain way, that I’m not really a part of it. As I got older and talked to a lot of makeup wearers, that story was heard over and over and over.”