Makeup Launches, Viral Products and Colour Trends — 2026-10-08
The beauty industry is pivoting toward "anti-blush" and bare-skin aesthetics for Fall 2026, with major retailers like Ulta and Sephora driving sales through aggressive discount events. In Asia, Korean brand AibB launched exclusive "lip syrups" at Olive Young, while Japanese media highlights a surge in "baby matte" lip textures and new autumn palettes from Tom Ford and Addicttion.
Makeup Launches, Viral Products and Colour Trends — 2026-10-08
Fenty Beauty’s Foundation Relaunch Drives New Shade Standards
On September 4, Fenty Beauty released its Pro Filt’r Fluid Flex Natural Matte Longwear Foundation in 50 all-new shades with a revamped numbering system. This launch, developed over three years with more than 30 prototypes, marks a significant shift for the brand as it enters a new era of product development focused on natural matte finishes.
Ulta’s 21 Days of Beauty Sale Concludes with High-Volume Discounts
Ulta’s major fall promotional event, the "21 Days of Beauty Sale," has been the primary driver for product sell-throughs this period, offering up to 50% off on prestige and mass-market items. Beauty writers noted that many Strategist-approved products reached peak demand during the sale's final week, with specific items flagged as likely to sell out due to high volume.
Korean Brand AibB Launches Exclusive "Lip Syrups" at Olive Young
Korean makeup brand AibB, owned by Pia, launched five new "lip syrups" exclusively at Olive Young on October 1. The products feature vivid color and moist gloss, catering to the growing consumer demand for hybrid products that offer both high pigmentation and moisturizing benefits.
Fall 2026 Trend Forecast: "Anti-Blush" and Blue Eyeshadow
Cosmopolitan and Marie Claire highlight a shift away from heavy blush toward "anti-blush" looks, stained glass lips, and casual blue eyeshadow for Fall 2026. Celebrity artists emphasize a "tired girl" eye aesthetic with limited mascara use, moving towards soft smoke and iced-out eyes rather than traditional dramatic makeup.
Local view
In Japan, MAQUIA reported on the popularity of "blur lips" and "encircling eyes" (kaki-me) as key autumn techniques, alongside new releases from Tom Ford Beauty and Addicttion’s serum concealer. Meanwhile, VOCE noted that popular hair and makeup artists predict a rise in "baby matte" lip textures that blend seamlessly into the skin, moving away from high-shine finishes.
In Korea, Cosmorning analyzed Olive Young’s online mall rankings as of October 1, noting that Mediheal mask packs remain dominant, while skincare brands like Neopharm’s Zeroid are showing distinct upward trends in the dermocosmetic category. W Korea emphasized that rose beige and mauve "blush nude lips" are the defining color trends for the season, reflecting a softer, more muted palette.
Context & numbers
- Market Growth: Circana data indicates that while makeup was the softest-performing category in Q1 2026, blush and bronzer posted solid gains.
- European Trends: In Europe, blush sales grew by 11% and bronzers by 23% in value terms, driven by a focus on skin-like finishes and multi-use products.
- Retail Operations: A recent Vogue article highlighted that securing shelf space at Sephora or Ulta requires robust operational readiness, noting that retail expansion is no longer just about marketing but supply chain efficiency.
On the radar
- Holiday Collections: Dior and Charlotte Tilbury have released limited-edition holiday gift sets, with prices ranging from $38 to $278, signaling the start of the Q4 gifting season.
- Sephora Exit: British sunscreen brand Hello Sunday announced it is leaving Sephora US two years after launching, citing operational challenges despite initial success.
- New Filters: The first sunscreen formulated with the newly FDA-approved filter bemotrizinol (BEMT) from Ultra Violette is hitting shelves, marking a regulatory milestone for UV protection products.
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.
Powered by
