Makeup Launches, Viral Products and Colour Trends — 2026-09-18
The beauty industry is currently defined by a massive shift in foundation formulations and a viral "body blush" trend. Fenty Beauty has officially replaced its iconic Pro Filt’r Soft Matte Foundation with the new Pro Filt'r Fluid Flex, while Ulta's 21 Days of Beauty sale concludes this week with significant discounts on prestige makeup. In Japan and Korea, autumn trends favor "suede" finishes and matte lip textures, diverging from the glossy looks of previous seasons.
Makeup Launches, Viral Products and Colour Trends — 2026-09-18
Fenty Beauty Replaces Pro Filt’r Soft Matte with Fluid Flex
Rihanna’s brand has officially retired its 2017 hit Pro Filt’r Soft Matte Foundation, replacing it with the new Pro Filt'r Fluid Flex Foundation. Launched on September 4, 2026, the new formula features 50 shades with updated undertones developed after years of customer feedback regarding match accuracy. The move marks the end of an era for the product that was named to Time magazine’s Best Inventions Hall of Fame last year for setting new industry standards in inclusivity
"Suede Skin" Emerges as Autumn's Dominant Finish
As summer's "glass skin" fades, European and US media are reporting a surge in demand for "suede skin"—a soft-focus, semi-matte foundation finish. This trend prioritizes texture and blurring over high-shine or heavy coverage, aligning with a broader consumer shift toward "clean girl" aesthetics evolving into more polished, tactile looks
Body Blush Goes Viral Among Celebrities
A unconventional makeup technique known as "body blush" is trending, with celebrities like Zendaya and Alix Earle applying blush below the neck, on the décolletage and shoulders. Celebrity MUAs explain that this trend extends the flush of the face to the body for a cohesive, sun-kissed look, driving sales for liquid and cream blushes that can be blended onto larger surface areas
Ulta’s 21 Days of Beauty Sale Concludes with Deep Discounts
Ulta’s annual 21 Days of Beauty sale, which ran from August 28 to September 17, offered up to 50% off top brands including M.A.C, Amika, and Cécred. The final week of the event saw high sell-through rates on prestige makeup staples, with beauty writers highlighting specific deals on mascaras and foundations that were expected to sell out quickly
Local view
Japan: Matte "Blur" Lips and Suede Textures Japanese beauty media, including VOCE and MAQUIA, are highlighting a shift away from high-gloss lips toward "blur" finishes. The trend involves applying matte or satin lip products with a soft, diffused edge ("blurr-nuri") to create a natural, lived-in look. This aligns with the global "suede" foundation trend, emphasizing soft-focus textures over sharp lines or high shine
Korea: Olive Young Rankings Favor Multi-Use Blushes In South Korea, the Olive Young rankings for September 2026 continue to be dominated by multi-use cheek tints and balm-style blushes. Top performers include Lilybyred Love Beam Cheek Balm and Rom&nd Better Than Cheek, reflecting a preference for products that offer both color and a dewy or soft-matte finish. The Korean market remains heavily influenced by "inner glow" aesthetics, even as Western trends shift toward suede
Context & numbers
US Market Growth: Blush and Bronzer Lead According to Circana data from H1 2026, face makeup outperformed the broader beauty category, driven by double-digit gains in bronzer and blush sales. Lip liner continues to be the fastest-growing segment in makeup, indicating that consumers are investing in definition and structure rather than just color
European Growth Figures In Europe, concealers have seen a 10% value increase, while tinted moisturizers are up 15%. Blush and bronzers have grown by 11% and 23% respectively, confirming that cheek products are the primary driver of color cosmetics growth in the region
On the radar
- Holiday Collections: Japanese media is already teasing Christmas Koffret (holiday limited edition) sets for 2026, with special features on eyeshadow palettes and lip products expected to launch in late November.
- New BeautyMatter Launches: Industry tracker BeautyMatter notes recent launches from rhode, Violette_FR, and Frédéric Malle in Week 37, signaling continued momentum in prestige fragrance and skincare-makeup hybrids.
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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