Makeup Launches, Viral Products and Colour Trends — 2026-09-11
The September beauty landscape is defined by a fierce battle for shelf space and digital dominance, with major retailers like Target launching specialty concepts post-Ulta partnership and Sephora expanding into TikTok Shop. In Asia, the "Neo-Texture" lip trend dominates rankings, while US trends shift toward "moody lips" and "tired girl" aesthetics.
Makeup Launches, Viral Products and Colour Trends — 2026-09-11
<!-- headline -->Retailers Pivot: Target’s New Concept & Sephora’s TikTok Push -->Top developments
Sephora Enters TikTok Shop as Retail Partnerships Evolve
In a significant shift for digital beauty commerce, Sephora has officially entered the TikTok Shop ecosystem, following Ulta’s earlier move into the platform. This development, reported in early September, highlights a broader industry trend where traditional beauty retailers are partnering with social commerce platforms to capture Gen Z and Alpha consumers. The article notes that Olive Young is also entering Sephora, signaling increased cross-border retail integration.
Target Launches Specialty Beauty Concept Post-Ulta Split
Target has rolled out a new specialty-style beauty concept across stores nationwide, featuring 90 brands, dedicated beauty advisers, and over 1,600 products. This launch comes as the retailer’s partnership with Ulta Beauty ends, marking a strategic pivot to own the in-store beauty experience entirely. The move aims to compete directly with specialized beauty retailers by offering curated selections and expert advice within mass-market locations.
LIPS Monthly Trend Awards Crown Lips with "Neo-Texture"
Japan’s leading beauty platform LIPS released its September Monthly Trend Awards, revealing that lip products have monopolized the top three spots. Jill Stuart Cosmetics took first place, with the key trend keywords being "Neo-Texture" and "Mute Colors." This data, based on over 14 million app downloads, indicates a strong consumer preference in Japan for lip products with unique finishes and subdued, sophisticated shades.
Fall 2026 Trends: "Tired Girl" Eyes and Moody Lips
US-based publications are highlighting a shift toward "moody lips" and "tired girl" eyes for Autumn 2026. Byrdie reports that limited mascara use and deep berry tints are dominating expert recommendations. Meanwhile, Harper’s Bazaar notes that the viral "blurred French lip" is evolving into sheer brown shades, reflecting a continued interest in ’90s-inspired, diffused lip looks.
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Local view
Korea: Olive Young’s September sale data and recent rankings highlight the dominance of blush and lip categories. Keyzard reports that Lilybyred’s Love Beam Cheek Balm and Romand’s Better Than Cheek remain top sellers. Additionally, Allure Korea features new September beauty items focused on barrier repair and autumn aesthetics, indicating a shift toward skincare-makeup hybrids as the season changes.
Japan: Japanese media is closely watching the "Neo-Texture" lip trend identified by LIPS. PR Times coverage emphasizes that mute colors and novel textures are driving sales, moving away from the glossy finishes of previous seasons. Fashion Press also highlights affordable (under ¥3,000) autumn makeup launches, including new brow tints from Dejavu, showing that budget-friendly innovation remains key in the Japanese market.
Context & numbers
- Retail Rankings: In South Korea, Olive Young retains its position as the #1 brand in cosmetics store brand reputation for September 2026, followed by Missha and Innisfree, according to the Korean Corporate Reputation Research Institute.
- AI Discovery: A report from Segye Ilbo highlights a new battleground for beauty brands: AI search engines. Different AI models (ChatGPT, Gemini, Perplexity) recommend different "top skincare" brands (COSRX, Torriden, Round Lab), prompting brands to optimize for AI visibility alongside traditional SEO.
- Sales Events: Ulta’s "21 Days of Beauty" sale continues to drive traffic, with NBC News and Today highlighting deals on brands like IT Cosmetics and Nioxin. These events are critical for clearing seasonal inventory and introducing new mass-market lines.
On the radar
- Fenty Beauty Launch: Fenty Beauty’s Pro Filt’r Fluid Flex Natural Matte Longwear Foundation officially launched on September 4, 2026, marking a significant release for the brand this season.
- New Beauty Launches: NewBeauty’s September list includes MAKE UP FOR EVER’s first lip balm and OLAPLEX’s first hairspray, indicating a trend of heritage brands expanding into adjacent product categories.
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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