Makeup Launches, Viral Products and Colour Trends — 2026-09-05
Fall 2026 beauty trends are shifting toward "wisteria haze" lavender tones and "water-splashed" dewy blushes, dominating social media and editorial forecasts. Major retailers like Ulta are driving significant traffic with their ongoing 21 Days of Beauty sale, while K-beauty giant Olive Young reports record foreign sales ahead of its September sales event. New launches from Fenty Beauty and Tower 28 are capturing consumer attention with innovative textures and inclusive shade ranges.
Makeup Launches, Viral Products and Colour Trends — 2026-09-05
Top developments
Fall 2026 Trends: Wisteria Haze and Water-Splashed Blush
Editorial coverage from late August and early September highlights a shift away from heavy contouring toward ethereal, soft-focus looks. Cosmopolitan identified "Wisteria Haze"—a moody lavender makeup trend featuring lilac eyeshadows and highlighters—as the standout color story for fall 2026. Simultaneously, Who What Wear reported on the rise of "water-splashed blush," a technique that creates a dewy, Renaissance-painting effect using sheer, hydrating formulas rather than powders. These trends reflect a broader consumer desire for "lived-in" and effortless glamour, as noted in Allure’s recent trend report which emphasized deep berry lip tints and sculptural lash shapes.
Ulta’s 21 Days of Beauty Sale Drives Mid-September Traffic
Ulta Beauty’s annual "21 Days of Beauty" sale, running from August 28 to September 17, is currently in full swing, offering up to 50% off top brands. NBC News highlighted that deals on brands like Sol de Janeiro and Peter Thomas Roth are moving quickly, with specific daily offers creating urgency for shoppers. Good Morning America noted that the event features weekly rotations of discounts on prestige and mass-market items, including makeup, skincare, and haircare, positioning it as a critical sales period for Q3 revenue. This event serves as a major driver for sell-through of fall collections before the holiday season.
Olive Young Hits Record Foreign Sales Ahead of September Sale
CJ Olive Young reported that it achieved 1 trillion KRW in annual foreign sales three months earlier than last year, signaling strong global demand for K-beauty products. The retailer is currently hosting its "Olive Young Sale" through September 5, featuring approximately 34,000 autumn beauty and wellness products. Harper's Bazaar Korea highlighted the sale's best-selling items, including cushions, sunscreens, and masks, noting that the event is strategically timed to capture both domestic consumers and international tourists during the high-season travel window.
New Launches: Fenty Beauty and Tower 28 Drive Social Buzz
Fenty Beauty launched a new generation foundation available at Sephora starting September 4, 2026, accompanied by a "Fenty Café" roadshow pop-up experience to engage consumers. Meanwhile, Bustle editors highlighted Tower 28’s new Swipe Serum Foundation as a key August launch that has maintained momentum into early September due to its viral appeal on social platforms. These launches underscore the continued importance of hybrid skincare-makeup formulas in the current market.
Local view
In Japan, media outlets like LIPS and Biteki are focusing on autumn eyeshadow palettes featuring beige, mauve, and muted tones, reflecting a preference for natural, sophisticated color stories over bold hues. The Japanese beauty community is also discussing the rise of "baby matte" lips as a key fall trend, according to VOCE, which featured insights from popular makeup artists. In Korea, Olive Young continues to dominate brand reputation rankings, securing the #1 spot in September’s brand reputation analysis by the Korean Corporate Reputation Research Institute.
Context & numbers
Recent data from Circana indicates that while overall makeup sales have been modest, specific categories like lip treatments, lip liners, blush, and bronzer have shown double-digit growth in certain channels. Mass market color cosmetics sales in the US reached $14.7 billion in the past year, a 1.9% increase. The prestige beauty sector saw a 3% growth in unit sales in early 2026, indicating a resilient market for high-end launches.
On the radar
- Olive Young Sale Ends: The current Olive Young sale concludes on September 5, 2026, marking the end of the first major K-beauty promotional push of the fall season.
- Sephora Calendar: Retailers are preparing for Sephora’s next major sale events later in the year, with consumers advised to check the official 2026 sale calendar for upcoming discounts.
- Labor Day Sales: While Labor Day has passed, some online retailers like The Strategist noted lingering sales on devices like NuFace and skincare from Kiehl’s, suggesting extended promotional periods.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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