There are two types of people in the world: those who get heart eyes just thinking about Valentine’s Day, and those who firmly believe it’s a Hallmark holiday manufactured to sell greeting cards. Whichever camp you fall into, there’s no denying that the V-Day vibes are everywhere right now. So here's a gentle reprieve from the lovey-dovey content that’s likely taken over your Instagram feed and email inbox: 28 new February 2019 beauty products that have absolutely nothing to do with the 14th of Feb. (Save for the odd rose-scented fragrance, rose oil mask, or red lipstick, of course — because, as every beauty enthusiast knows, those are year-round staples.)
After sifting through all the skincare, hair care, and makeup launches for the month ahead, I can confirm that February still has a lot of love in store; as in, you’re going to fall in love with every last product. The best new beauty releases include innovative formulas to soothe your skin, care of Summer Fridays’ latest; gloss your hair, courtesy of hair care queen Kristin Ess; and add a little sparkle to your everyday makeup routine, via Touch In Sol’s new foiled eyeshadow.
Ahead, shop 28 fresh new beauty picks — one for every day in February — across skincare, makeup, hair care, body care, nail care, and fragrance; none of which are related to Valentine’s Day in the slightest. (Although this roundup is kind of like a box of chocolates — you can’t pick just one.)