The Best New Makeup Launches Coming This Month

Here at Allure, we love makeup. Like, really really love makeup. We could talk liquid liner, highlighter, and foundation all damn day (and we often do). After all, it is our job and not one we take lightly. We eagerly pore over every new launch, every emerging brand, and have an encyclopedia of dupes in our brains at all times. While we’re all partial to our particular faves, our heart rates spike with each exciting makeup release. Who knows, maybe there will be some newfangled primer that actually works for our finicky skin type or an innovative mascara that truly checks off every box on our criteria. That’s the exciting part about the ever-expanding beauty market: finding new makeup treasures to further complete our artistic visions of becoming ourselves. Check out all the new makeup launches that we’re currently drooling over. (And don’t forget to check out the new skin-care launches too.)

Photos courtesy of brands

Hourglass Caution Extreme Lash Mascara

When it comes to all-natural makeup you don’t really think of chic, weighty, gilded, and minimalist mascara tubes, do you? Well, drop in the “luxury” modifier and you get Hourglass. The brand’s new mascara is seriously the stuff of aspirational dreams, giving you super long, thick, dark lashes that do not smudge at all. We have fought over these in the office — yes, it’s that good.

$29 (Shop Now)

Bobbi Brown Luxe Matte Lip Color

It’s hard to believe that it’s taken so long for Bobbi Brown to get into the matte lipstick game, but they’re here and they’re glorious. With a smooth, silky texture, these 18 shades wear like concentrated lip powders that give you tons of pigment with a modern blurred finish and stay put for hours upon hours.

$37 (Shop Now)

Charlotte Tilbury Magic Away Concealer

Charlotte Tilbury’s newest concealer is a full-coverage liquid that comes in 16 shades and has a handy felt-tip sponge applicator that makes dotting and blending under eyes and onto blemishes a breeze. The long-wearing, waterproof formula has a skin-like finish and doesn’t appear cakey at all, making it perfect for days when you’d prefer to spot-conceal rather than apply a full face of complexion makeup.

$32 (Shop Now)

Kosås Tinted Face Oil

If you’ve ever felt that applying foundation over moisturizer is a bit too heavy, now you can get the best of both in one product. Kosås’s first base product is a serum-like tinted face oil that hydrates with an A-team of botanical oils (avocado, meadowfoam seed, jojoba, rose hip, red raspberry, and green tea seed oil) and mineral pigments to even out your complexion with a medium-coverage formula. It’s available in 10 shades, from very fair to very deep.

$42 (Shop Now)

KKW Beauty Ultralight Beam Gloss and Powder Duo

No one knows how to steal the spotlight like Kim Kardashian, and these super shiny gloss and powder pigments from her namesake brand are made for just that. Go on and blind the haters with this duo — which features a lip gloss and shimmer powder — that can be used just about anywhere the light hits. Initially released in four beige neutral shades, KKW Beauty has just dropped three new ones: Lavender, Pink, and Peach.

$32 (Shop Now)

W3LL People Bio Base Baked Foundation

Powdered foundations are amazing for those who can’t be bothered to wash a Beautyblender or for people whose pores insist upon hoarding liquid foundations. Luckily, this new one from natural beauty brand W3LL People is baked, not pressed, which allows the powder formula to feel ultra velvety upon application and on the skin. The finish is a semi-matte eggshell so you don’t look powdery. Before its launch, the foundation managed to rack up a 600-person waitlist, but now that the floodgates are open you can add to cart right now.

$28 (Shop Now)

Urban Decay Elements Eyeshadow Palette

Urban Decay’s newest palette boasts 19 never-before-seen eye shadow shades, all of which are vibrantly jewel-toned and celestial-themed so you can paint the aurora borealis on your whole face, should that be something that strikes your fancy.

$52 (Available September 10)

BareMinerals Blemish Rescue Skin Clearing Loose Powder Foundation

When you’re breaking out or have a blemish, putting on foundation is really pushing it sometimes. Sure, you’re covering the redness and whatever, but you’re probably also keeping it from healing. BareMinerals’s newest powder foundation is like, “Girl, you know I got you,” with salicylic acid to keep those pores from being further cluttered and oat protein to soothe redness and irritation. Available in 20 shades from super pale to deep dark, this foundation really does aim to have you covered.

$29 (Shop Now)

Josie Maran Vibrancy Argan Oil Foundation Fluid

Argan oil seems to be the bread and butter of Josie Maran’s line and now it’s available in a foundation. This medium-to-full coverage liquid is a clean-beauty formula that’s made to nourish and hydrate your skin simultaneously. (Technically, this launched August 1, but we love it so much we decided to include it here.)

$45 (Shop Now)

Shiseido MicroLiner Ink

This little eyeliner is a tightliner’s dream: The narrow tip can deftly define in between lashes as well as glide effortlessly into a slick winged liner look.

$22 (Shop Now)

Lawless Seal the Deal Loose Setting Powder

This talc-free setting powder is made for those who love a full face beat, but not so much the harmful additives that may come with it. Lawless Beauty is all about having both: clean formulas and high-performance makeup. This translucent powder is available in three shades and leaves a lightweight, soft-focus finish.

$36 (Shop Now)

Nars Climax Mascara

Nars’s newest mascara is this thicc bad boy — a volumizing and curling formula that makes your lashes look like a scene at the Moulin Rouge. Appropriate, then, about the name, no?

$24 (Shop Now)

M.A.C. Dazzleshadow Liquid Eye Shadow

These liquid dazzlers are amazing at giving a gleamy, soft-focus sheen to your lids, or if you layer it, a full-on glittery eye. The best part of either is that it does not budge one bit all day.

$22 (Shop Now)

Onomie AHA Perfecting Setting Powder

Setting powder meets skin care with this translucent loose powder loaded with lactic acid, peptides, and vitamin C. So you can stay shine-free and set your makeup while the formula lightly exfoliates, hydrates, and fights free radicals. Damn.

$30 (Shop Now)

Amorepacific Color Illuminating Compact

This tri-tonal illuminating powder gives a wash of glimmering warmth to your cheeks, imparting your complexion with that “rich girl” glow. You can dust a light layer for a hint of highlight or layer it up for a deeper bronze. Either way, it looks fantastic.

$50 (Shop Now)

Rituel De Fille Rare Light Crème Luminizer in Stellaris

This creme highlighter won a Best of Beauty Award last year, and this year another shade has launched: Stellaris. It’s a glimmering white-gold that looks amazingly ethereal in a space goddess sort of way.

$29 (Shop Now)

Kat Von D Dagger Tattoo Liner

Kat Von D’s Tattoo Liner is expanding with a few new family members, including Dagger, a liquid liner made for creating the finest, sharpest wings imaginable. The brush tip has a super fine angle that gives you way more control to contour your lines than any other traditional brush-tip liquid liner we’ve tried. Plus, you already know the formula is legit — the original Tattoo Liner has won an Allure Reader’s Choice Award two years running.

$20 (Shop Now)

Becca Shimmering Skin Perfector Pressed Highlighter in Gold Lava

Who doesn’t love gold? No one, and especially not us. This limited-edition gold highlighter with a pinky-pearl shift is a part of Becca’s Volcano Goddess collection that dropped just in time to prolong summer vibes.

$38 (Shop Now)

Charlotte Tilbury Pillow Talk Eye & Blush Duo

Charlotte Tilbury’s Pillow Talk lipstick and lip liner are so popular, they’ve inspired a full suite of products, with this blush and mini eye palette in the same rose-nude color scheme. It’s makeup that makes you go, Ooooh, pretty.

$93 (Shop Now)

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