Makeup Launches, Viral Products and Colour Trends — 2026-10-11
The "Cashmere Makeup" trend is dominating autumn beauty conversations, shifting focus from bold pigments to soft, blurred textures and "anti-blush" techniques. In Asia, Korean brand AIBB launched its new Lip Syrup line exclusively at Olive Young, while Japanese media highlights a surge in skincare-infused color cosmetics like serum concealers.
Makeup Launches, Viral Products and Colour Trends — 2026-10-11
Top developments
The "Cashmere Makeup" Trend Takes Over Runways and TikToks
Celebrity makeup artists are championing the "cashmere makeup" look, characterized by soft, blurred edges and matte-but-soft textures that mimic the fabric. This aesthetic, spotted on A/W 2026 runways, prioritizes a cozy, diffused finish over sharp contours, driving demand for blurring primers and soft-focus foundations.
"Anti-Blush" Replaces Heavy Color on Cheeks
Makeup artists are advising against the heavy-handed blush of previous seasons, promoting an "anti-blush" technique where color is barely perceptible or applied with extreme subtlety to avoid looking "washed out." This shift aligns with the broader move toward bare-skin aesthetics and natural-looking complexions for Fall 2026.
AIBB Launches "Lip Syrup" Exclusively at Olive Young
Korean makeup brand AIBB (by PIA) launched five shades of its new "Lip Syrup" line on October 1st, exclusively at Olive Young. The product targets consumers seeking both high hydration and vibrant pigment, reflecting the growing demand for hybrid lip products that offer gloss-like shine with stain-like longevity.
Spring 2027 Beauty Trends Preview: Bold Eyes and Red Lips
WWD reports that the Spring 2027 fashion weeks in New York, London, Milan, and Paris signaled a return to dramatic eye makeup, fringe details, and classic red lips. These runway trends are expected to influence upcoming seasonal collections from major prestige brands.
Local view
Japan: Skincare-Infused Color Cosmetics Gain Traction
Japanese beauty outlet Maquia highlights a surge in "serum-touch" color cosmetics, specifically noting Addiction’s new "Serum Touch Up Lift Glow" concealer and Tom Ford’s new lipstick shades. The focus is on products that blend skincare benefits with makeup coverage, catering to consumers who prioritize skin health even when applying color.
Korea: "Watercolor" Blushes and Blurred Lips Dominate
Allure Korea reports that celebrity makeup styles for Hailey Bieber and Jang Won-young are driving a trend for "watercolor" blushes and "blurred lips," moving away from baked or frozen textures. This reinforces the global shift toward soft-focus, hydrated finishes in Korean beauty routines.
Korea: Olive Young Leads Brand Reputation Rankings
According to the October 2026 brand reputation analysis by the Korea Corporate Reputation Research Institute, Olive Young retained the top spot among cosmetics specialty retailers, followed by Missha and The Face Shop. The data, covering September 6 to October 6, underscores Olive Young's continued dominance in consumer sentiment and market presence.
Context & numbers
Retailer Promotions and New Launches
New Beauty highlighted October’s key launches, including Sofie Pavitt’s mask duo and Smashbox’s O-Gloss revival, signaling a mix of indie skincare and heritage color brands expanding their portfolios. Meanwhile, Today.com noted that September’s new product launches were extensive, with many items already gaining traction in early October sales cycles.
Market Growth Drivers
While specific Q3 2026 sales figures are not yet fully aggregated in recent news, earlier 2026 reports from Circana indicated that lip treatments and liners were top performers, with blush and bronzer posting double-digit gains. This momentum appears to be continuing into the fall season, driven by the viral popularity of the "anti-blush" and "watercolor" techniques.
On the radar
- Holiday Gift Sets: Brands like Fenty Beauty and Charlotte Tilbury have begun releasing 2026 Holiday gift sets, with prices ranging from $38 to $278, indicating the start of the Q4 retail push.
- Olive Young Shower Care Promotion: CJ Olive Young is running a month-long "Have An Everything Shower" campaign throughout October, focusing on hair and body care, which may impact foot traffic and cross-selling opportunities for makeup within stores.
- Sephora Sale Calendar: Shoppers are advised to check Sephora’s remaining sale events for late-year discounts, as major promotional windows typically close by mid-November.
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.
Powered by
