Makeup Launches, Viral Products and Colour Trends — 2026-10-22
The "anti-blush" aesthetic has surged from TikTok to red carpets, challenging traditional blush norms this fall. Meanwhile, Amazon reported beauty as its top-purchased category during recent Prime Big Deal Days, driven by a 10% year-over-year increase in shopper engagement. New product launches are focusing on personalized color adaptation and luxury mascaras, while Japanese retailer Qoo10 released updated monthly rankings for lip and eye products.
Makeup Launches, Viral Products and Colour Trends — 2026-10-22
The "Anti-Blush" Trend Goes Viral
The "anti-blush" aesthetic, which emphasizes bare skin and structural features over traditional cheek color, has officially crossed from TikTok virality to mainstream celebrity adoption. Teen Vogue reports that the trend has been spotted on red carpets worn by stars like Sabrina Carpenter and Inde Navarrette, marking it as a defining style for Fall 2026. This shift aligns with broader makeup trends focusing on "bare skin and bold color," where the face remains relatively untouched while lips or eyes take center stage.
Beauty Dominates Amazon Prime Big Deal Days
Beauty and cosmetics were the most-purchased category on Amazon during the recent Prime Big Deal Days, according to a new report by Market Defense. The category was bought by 32% of shoppers, a significant increase from 22% in previous comparable events, signaling a strong consumer push for beauty products during major sales events. This data point underscores the resilience of the beauty sector in e-commerce, even amidst broader retail fluctuations.
New Product Launches: Personalized Color and Luxury Mascara
Recent product launches are highlighting innovation in color personalization and high-end application tools. Yahoo Shopping highlighted a new blush stick that adjusts to the user's skin pH to create a unique shade, a feature gaining traction for its "science-backed" personalization. In the luxury segment, NewBeauty featured Fara Homidi’s first-ever mascara and YSL Beauty’s cream blush compact as standout new arrivals for the season. These launches reflect a market moving toward hybrid products that blend skincare benefits with customizable color.
Japanese Market: Qoo10 Monthly Rankings Released
In Japan, eBay Japan released the September 2026 Qoo10 monthly cosmetics rankings, detailing the top five best-selling products in the Lip, Eyeshadow, and Cheek categories. The report highlights the specific sales volumes for these popular categories, providing a snapshot of consumer preferences in the Asian e-commerce market. Additionally, CanCam.jp reported on Kate’s upcoming October 24 launch of a new "fresh glossy" serum cushion foundation and autumn colors, indicating a continued focus on dewy, skin-like finishes in the Japanese market.
Local View
In the US, Who What Wear UK announced its "Next in Beauty" winners for 2026, selecting top-performing products across mascara, blush, and lip liner categories based on judge testing. This list serves as a curated guide for consumers navigating the current product overload. Meanwhile, in the UK, Sephora’s "Sephoria" festival has launched in London, bringing expert-led masterclasses and brand activations from over 40 retailers, marking the first time this event has been held in the capital.
Context & Numbers
- Amazon Engagement: Beauty was purchased by 32% of shoppers during Prime Big Deal Days, up from 22% previously.
- Market Growth: While earlier data from May 2026 (Circana) noted makeup as a soft-performing category overall, it identified lip treatments and lip liners as top performers with growth in both dollars and units.
- Trend Shift: The move away from heavy blush toward "anti-blush" and "bare skin" aesthetics is being countered by a return to bold, pigmented lipstick, as noted by Allure.
On the Radar
- Kate Launch (Japan): Kate will release its new serum cushion foundation and autumn colors on October 24, 2026.
- Holiday Collections: Major brands including Gucci, MAC, and Charlotte Tilbury have already released or are rolling out their 2026 Holiday limited-edition makeup collections.
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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