Watermelon Glow Niacinamide Dewy Flush (Brightening Serum Blush)

Hybrid serum-blush at $25 with niacinamide and watermelon extract — Glow Recipe's most direct push into colour cosmetics from its skincare base. Launched at Sephora February 2025, it's part of the broader 'skincare-makeup' category that ILIA's Skin Blur Concealer (already on our watch list) also occupies. The structural argument: K-beauty-influenced US brands are increasingly winning the hybrid category that conventional makeup brands have been slower to credibly enter.