Makeup Launches, Viral Products and Colour Trends — 2026-09-15
This week, Harper's Bazaar highlighted the resurgence of the "blurred lip" with a shift toward sheer brown and '90s-inspired shades, while NYFW Spring 2027 runways showcased feathery lashes and orange-red lips. In Japan, LIPS announced its September Monthly Trend Award, identifying "neo-texture" and mute colors in lip products as the dominant keywords for the season.
Makeup Launches, Viral Products and Colour Trends — 2026-09-15
Top developments
The "Blurred Lip" Evolves into Sheer Brown Shades
Celebrity makeup artists are updating the viral blurred lip trend for fall 2026, moving away from defined lines toward diffused, sheer brown and '90s-inspired tones. This shift emphasizes a softer, more natural aesthetic that aligns with the broader "Simple+" theme noted by other industry analysts. The trend is currently driving search interest and product sales for lip liners and sheer tinted balms.
NYFW Spring 2027 Runways Preview Next Season's Eyes and Lips
Harper's Bazaar reported on makeup moments from the recent New York Fashion Week Spring 2027 shows, highlighting specific trends that will likely influence product launches in the coming months. Key looks included feathery, sculptural lashes at Kim Shui and bold orange-red lipstick at Michael Kors. These runway aesthetics signal a move toward expressive eye makeup and warm-toned lip colors for the upcoming spring cycle.
Japan's LIPS Awards Highlight "Neo-Texture" Lip Products
The beauty platform LIPS (operated by AppBrew) released its September 2026 Monthly Trend Award, identifying "neo-texture" and "mute colors" as the defining keywords for this autumn's lip category. The report notes that matte and satin finishes applied with a "blur" technique are gaining significant traction among Japanese consumers. This aligns with global trends but emphasizes specific texture innovations popular in the J-beauty market.
Ulta's 21+ Days of Beauty Sale Continues Through Mid-September
Ulta Beauty's major promotional event, the "21+ Days of Beauty" sale, is ongoing through September 17. The Strategist highlighted half-off deals on popular brands like Cécred, M.A.C, and Amika. This sale period remains a critical driver for unit volume and trial of new makeup launches, with editors noting that specific high-demand items are selling out quickly.
Local view
Japan: WWD Japan Tracks Weekly Beauty Releases
WWD Japan highlighted new beauty items launching between September 14–20, including the ReFa USB iron and Excel shading powder. The outlet also noted the launch of "And Be" brand's limited-edition autumn eyeshadow palettes and cream cheeks, as well as Sinn Purete's first color cosmetics line featuring "honey" oil tints. These releases reflect the Japanese market's continued focus on multifunctional tools and natural-finish color cosmetics.
Korea: Olive Young Online Mall Rankings Shift
Cosmorning reported on the brand rankings within the Olive Young online mall as of September 1. Mediheal continues to dominate the sheet mask category, but the makeup and dermocosmetic sectors show increased competition. The report highlights that while some brands are struggling, others are experiencing "reverse runs" (rapid growth) in review counts and visibility, indicating dynamic shifts in consumer preference within the K-beauty landscape.
Context & numbers
Ulta's Strategic Pivot to Fragrance and Wellness
Following its exit from the Target partnership, Ulta Beauty executives stated at a Barclays conference that they are seeing resilient demand in beauty spending. CEO Kecia Steel emphasized investments in technology and loyalty programs, with a strategic focus on growing fragrance and wellness categories to offset potential softness in traditional makeup units.
Japan's September Product Calendar
Japanese media outlets like michill (Sports Hochi) detailed the September 2026 release schedule, noting that Cezanne launched several items on September 1, including the Highlighting Pencil and Lasting Stay Lip Color. Canmake also released new products, reinforcing the fast-paced innovation cycle in the Japanese drugstore beauty sector.
On the radar
- Ulta Sale End Date: The 21+ Days of Beauty sale concludes on September 17, marking a key deadline for consumers seeking discounts on fall makeup collections.
- K-Beauty Brand Reputation: Recent data from the Korean Corporate Reputation Research Institute placed Olive Young as the #1 cosmetics specialty retailer brand in September, followed by Missha and Innisfree, reflecting strong consumer trust in the omnichannel retail model.
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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