Makeup Launches, Viral Products and Colour Trends — 2026-09-08
The global beauty market is seeing a significant shift in retail strategy as Sephora and Ulta integrate more deeply with TikTok Shop, while Olive Young’s recent sales event highlighted the dominance of skincare-infused makeup. In terms of trends, "Anti-Blush" and sculptural lash looks are gaining traction in Western markets, while Japanese rankings favor "baby matte" lip textures and muted colors.
Makeup Launches, Viral Products and Colour Trends — 2026-09-08
Sephora Enters TikTok Shop, Reshaping Beauty Retail
In a major move reported by WWD on September 8, 2026, Sephora has officially partnered with TikTok Shop, following Ulta’s earlier integration into the platform. This development signifies a critical shift in how beauty brands reach consumers, leveraging viral content for direct sales. The partnership aims to capitalize on the trend-driven nature of TikTok, where products like serum foundations and blush sticks often go viral before hitting physical shelves. This move is expected to intensify competition among major retailers to capture the social commerce market.
"Anti-Blush" Trend Gains Momentum in Asia and the West
Harper's Bazaar Singapore highlighted the rising "anti-blush" trend in a piece published five days ago (approx. Sep 3), describing it as a moody yet wearable alternative to traditional flushed cheeks. This look focuses on sculpted cheekbones using contouring techniques rather than pink or berry tones, aligning with a broader global shift toward minimalist, structural makeup. The trend is being adopted by celebrity MUAs who prioritize definition over color saturation, challenging the previous dominance of heavy blush application.
Ulta’s 21 Days of Beauty Sale Drives Mass-Market Sales
Ulta Beauty’s "21+ Days of Beauty" event, running from August 28 to September 17, 2026, is currently offering up to 50% off top brands including IT Cosmetics, Nioxin, and MAC. NBC News and Today reported on the sale's popularity, noting that high-demand items are selling out quickly. This event serves as a key indicator of consumer spending habits in the US mass-prestige channel, with significant discounts driving volume for foundational makeup products.
LIPS Monthly Trend Awards Highlight Lip Dominance in Japan
The Japanese beauty app LIPS announced its September 2026 Monthly Trend Awards, identifying lips as the hottest category for autumn. The awards emphasize "neo-textures" and "mute colors," reflecting a preference for sophisticated, understated shades over bold pigments. This aligns with broader Japanese makeup trends that favor natural finishes and high-quality textures, influencing product development in the Asian market.
Local view
Korean Market: Olive Young Rankings and Brand Power Local Korean media outlets such as Cosmorning reported on the latest Olive Young online mall brand rankings as of September 1, 2026. Mediheal maintains its stronghold in the mask pack category, while sun care competition is intensifying. Notably, makeup and dermocosmetic brands are showing mixed performance, with some niche brands experiencing "reverse-running" (gaining popularity despite market headwinds). Additionally, Ilgan Today reported that Olive Young remains the #1 brand in cosmetics specialty store brand reputation for September 2026, followed by Missha and Innisfree, based on big data analysis.
Japanese Market: New Launches and Textures Japanese media, including PR Times coverage of the LIPS awards, highlights a strong consumer interest in lip products with unique textures. The term "baby matte" has been identified by popular hair and makeup artists as a key forecast for autumn 2026, suggesting a move away from glossy finishes toward soft, skin-like matte lips. Local retailers are stocking new releases from brands like Addicttion and Paul & Joe, focusing on muted tones that complement the season's aesthetic.
Context & numbers
- Retail Integration: Sephora's entry into TikTok Shop marks a strategic pivot alongside Ulta, acknowledging the platform's role in product discovery and conversion.
- Sales Event Scale: Ulta's current sale features discounts of up to 50% across thousands of SKUs, spanning skincare, makeup, and haircare, indicating aggressive promotional strategies to clear inventory and drive traffic ahead of the holiday season.
- Brand Reputation: In Korea, Olive Young leads the brand reputation index for cosmetics specialty stores in September 2026, underscoring its continued dominance in the local retail landscape.
On the radar
- Sephora Australia Showcase: Recent reports from Daily Mail highlight new brands and products showcased at Sephora Australia's Sydney event, including launches from Rare Beauty and Dior, which are expected to roll out globally.
- Labor Day Sales: Multiple retailers, including Biodance, MAC, and Dyson, are concluding Labor Day promotions this week, offering final opportunities for consumers to purchase trending beauty tech and cosmetics at discounted rates.
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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