Makeup Launches, Viral Products and Colour Trends — 2026-10-25
Winter beauty strategies are shifting toward "anti-blush" aesthetics and high-pigment lips, while Ulta Beauty reports a massive 48% surge in online traffic. Regional rankings in Japan highlight new limited-edition releases from THREE and Qoo10, as the broader US market sees continued double-digit growth in face makeup categories.
Makeup Launches, Viral Products and Colour Trends — 2026-10-25
Top developments
The "Anti-Blush" Aesthetic Goes Mainstream
The TikTok-viral "anti-blush" trend has officially moved from social media feeds to the red carpet, with celebrities like Sabrina Carpenter and Inde Navarrette adopting the look. This aesthetic, which emphasizes bare skin and sculptural features over traditional cheek color, is being cited as a key fall and winter 2026 style.
Ulta Beauty Sees 48% Traffic Surge
Ulta Beauty’s website traffic increased by 48% recently, a move attributed to shoppers returning in large numbers despite competitive pressures from other retailers. Bank of America analysts note this surge as a significant indicator of consumer engagement during the holiday beauty season.
Winter Blush and "Blonzing" Trends
Despite the anti-blush movement, top makeup artists are also promoting "winter blushing" trends, including "blonzing" and blush draping. These techniques focus on using warm, pigmented blushes to create a healthy glow, contrasting with the bare-skin aesthetic and offering two distinct directions for winter makeup.
Local view
In Japan, the cosmetics market is buzzing with new limited-edition releases. The brand THREE is set to launch a limited-edition makeup calendar and base makeup products on October 30, 2026, positioned as a way to "close out the year" with sparkle and transparency. Additionally, eBay Japan’s Qoo10 platform recently released its September monthly rankings, highlighting top-selling items in the lip, eyeshadow, and cheek categories, which remain critical drivers of consumer interest in the region.
Context & numbers
While specific real-time sales data for late October 2026 is limited, recent industry reports from Circana indicate that the US beauty industry experienced solid growth in the first half of 2026. Makeup sales in mass retail increased by 5%, with face makeup categories like bronzer and blush posting double-digit gains. Lip liner continues to be the fastest-growing segment in makeup, driven by trend-driven products that perform well in both prestige and mass markets.
On the radar
- Amazon Holiday Beauty Event: A two-week sale event is currently active, offering discounts of up to 40% on brands such as Medicube, Tarte, Clinique, and Round Lab.
- THREE Limited Edition Launch: Japanese consumers are anticipating the October 30 release of THREE's new limited-edition makeup calendar and base makeup 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.
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