Makeup Launches, Viral Products and Colour Trends — 2026-10-28
The "anti-blush" aesthetic has solidified as a dominant Fall/Winter 2026 trend, with major publications and retailers highlighting the shift away from heavy cheek color. Meanwhile, Ulta Beauty is aggressively expanding its retail footprint and digital presence, launching a Times Square flagship and boosting its TikTok Shop integration, while M·A·C prepares to release new winter lipstick shades in Japan.
Makeup Launches, Viral Products and Colour Trends — 2026-10-28
Top developments
Ulta Beauty’s Strategic Expansion and Digital Push
Ulta Beauty is undergoing a significant year of growth, marked by the announcement of plans for a new Times Square flagship store and the launch of a dedicated TikTok Shop channel. This move aims to capture the social commerce demographic more effectively, aligning with the retailer's broader strategy to integrate digital discovery with physical retail. The expansion follows the success of their recent "Ulta Beauty World" event, signaling a continued focus on experiential retail and digital engagement.
The "Anti-Blush" Trend Takes Over Fall/Winter 2026
The "anti-blush" trend, characterized by minimal or no cheek color, has moved from TikTok virality to mainstream adoption. Influencers like Sabrina Carpenter and Inde Navarrette have been spotted wearing this aesthetic, which emphasizes bare skin and structural eye makeup over traditional cheek enhancement. Makeup artists are advising clients to shift focus to sculptural lashes and deep berry lip tints to balance the lack of blush, marking a definitive pivot from the "blush blindness" era.
M·A·C Announces Winter 2026 Lipstick Launch in Japan
M·A·C Cosmetics has confirmed the release of new "Frost" finish lipstick shades for the Winter 2026 season in Japan. The new collection, launching on December 4, 2026, features pearlescent and lavender tones designed to catch the light, responding to the growing demand for high-shine, textured lip products in the Asian market.
Local view
In Japan, Fashion Press highlighted M·A·C’s upcoming winter launch, noting the specific interest in "pearl shimmer" and "blue pearl" lavender shades that appeal to local preferences for subtle, light-catching finishes. Meanwhile, LIPS, a major Japanese beauty community platform, reported that "neo-textures" and "mute colors" were the key keywords driving the September 2026 beauty trends, with lip products remaining the hottest category among users.
Context & numbers
Recent industry reports indicate that while makeup as a whole category saw modest growth, specific segments are outperforming. Blush and bronzer categories have seen double-digit gains in Europe and the US, with blush growing by 11% and bronzer by 23% in value terms. Lip liner remains the fastest-growing segment in makeup, driven by the continued popularity of defined lip looks.
On the radar
- M·A·C Winter Launch: The new "Frost" lipstick shades hit shelves in Japan on December 4, 2026.
- Ulta Early Black Friday: Ulta’s early Black Friday sale is currently live, offering up to 50% off brands like Medicube and Clinique, signaling the start of the holiday beauty rush.
- Sephora Sale Calendar: Shoppers are preparing for the next major Sephora sale events, with community discussions focusing on restocking key "holy grail" products.
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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