Makeup Launches, Viral Products and Colour Trends — 2026-09-12
The beauty retail landscape is shifting as Sephora and Ulta expand their digital footprints through TikTok Shop partnerships, while Target launches a new specialty beauty concept to replace its Ulta partnership. In Asia, Japan’s LIPS platform reports a surge in lip product popularity driven by "neo-texture" trends, and South Korea’s Olive Young highlights a rise in niche "home spa" and IP-collaboration products.
Makeup Launches, Viral Products and Colour Trends — 2026-09-12
Retail Partnerships Reshape Beauty Distribution
Sephora has officially entered TikTok Shop, following Ulta’s earlier move, signaling a major shift in how prestige beauty reaches consumers via social commerce. Simultaneously, Olive Young has entered Sephora stores, creating a cross-pollination of Asian and Western retail ecosystems. This convergence allows brands to leverage both traditional retail trust and the viral velocity of short-form video platforms
Target Launches Specialty Beauty Concept Amid Ulta Split
Target is rolling out a new in-store specialty beauty concept featuring over 1,600 products from 90 brands, complete with dedicated beauty advisers. This move comes as the retailer ends its long-standing partnership with Ulta, aiming to recapture the prestige beauty market share by offering a curated, high-touch shopping experience directly within its stores
Japan’s LIPS Trend Award Crowns Lip Products
The LIPS Monthly Trend Award for September 2026 reveals that lip products have monopolized the top three rankings, with Jill Stuart taking the number one spot. The driving keywords for this surge are "neo-texture" and "mute colors," reflecting a consumer shift toward sophisticated, tactile finishes rather than just color intensity. This data, drawn from 14 million users on the LIPS platform, underscores the dominance of lip cosmetics in the current Japanese market cycle
Ulta’s 21 Days of Beauty Sale Drives High Volume
Ulta’s annual "21 Days of Beauty" sale, running from August 28 to September 17, is currently active with discounts up to 50% on major brands like IT Cosmetics, Nioxin, and MAC. Beauty writers and editors are highlighting specific high-value items that are expected to sell out quickly, indicating strong consumer demand for premium products at mid-tier price points during this period
Local view
In South Korea, CJ Olive Young’s recent sales data from its September "Olyong Sale" highlights a distinct trend in "taste consumption." Consumers are increasingly purchasing specialized "home spa" items for specific body parts and IP-collaboration products (such as Hello Kitty editions), moving away from generalist beauty buys toward highly personalized routines. Additionally, a report by Segye Ilbo notes that AI chatbots like ChatGPT and Gemini are becoming new battlegrounds for brand visibility, with different AIs recommending different Korean skincare leaders (e.g., COSRX for ChatGPT, Innisfree for Claude), suggesting a new layer of algorithmic influence on local rankings
Context & numbers
- Japan Rankings: The LIPS app, with 14 million downloads, reported that lip products occupied ranks 1–3 in their September trend award, driven by "neo-texture" formulations
- Korea Retail Data: Olive Young’s September sale featured approximately 34,000 autumn beauty and wellness SKUs, with a significant focus on products tailored for foreign tourists during peak travel season
- US Retail Expansion: Target’s new specialty beauty concept includes 90 brands and over 1,600 products, marking a strategic pivot post-Ulta partnership termination
On the radar
- TikTok Shop Integration: Monitor how Sephora’s new integration with TikTok Shop affects sell-through rates for viral products compared to traditional e-commerce channels.
- AI Brand Recommendations: Keep an eye on how generative AI models influence brand discovery in Korea, as Segye Ilbo highlights emerging disparities in which brands are recommended by different AI platforms.
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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