Makeup Launches, Viral Products and Colour Trends — 2026-09-02
Fall 2026 beauty trends are shifting toward "Wisteria Haze" lavender tones and "Anti-Blush" sculpting techniques, while major retailers like Ulta and Olive Young launch massive sales events. Ulta reported strong Q2 sales driven by TikTok momentum, and Korean retailer Olive Young hit a record 1 trillion KRW in foreign tourist sales.
Makeup Launches, Viral Products and Colour Trends — 2026-09-02
Top developments
Fall 2026 Colour Trends: Wisteria Haze and Anti-Blush
Cosmopolitan reports that "Wisteria Haze," a moody lavender beauty trend featuring lilac eyeshadows and blushes, is emerging as the dominant look for Fall 2026. Simultaneously, E! Online highlights the rise of "Anti-Blush," a technique predicted by celebrity MUA Brandy Allen to replace bright flushes with muted, contour-like tones for a cooler, sculpted aesthetic. These trends signal a move away from the hyper-glossy looks of previous seasons toward more ethereal, Renaissance-inspired softness and structural definition.
Ulta’s Q2 Success and 21 Days of Beauty Sale
Ulta Beauty reported $3.04 billion in Q2 2026 sales, raising full-year guidance due to strong performance in prestige beauty and TikTok Shop integration. Capitalizing on this momentum, Ulta launched its "21 Days of Beauty" sale on August 28, offering up to 50% off top brands like Rare Beauty, MAC, and Tula through September 17. The event is strategically timed to capture back-to-school and early fall shoppers, with daily deals designed to drive traffic both online and in-store.
Olive Young Hits Record Foreign Sales
CJ Olive Young announced that its cumulative foreign customer sales surpassed 1 trillion KRW ($7.3 million) by August, three months earlier than last year. This milestone underscores the growing influence of K-beauty on global tourism and e-commerce. To leverage this demand, Olive Young launched its "Olyoung Sale" on August 30, featuring over 34,000 beauty and wellness products discounted for international visitors and locals alike until September 5.
Key Product Launches: Fenty and Tower 28
Fenty Beauty is set to release its new "Pro Filt’r Fluid Flex Foundation" on September 4, aiming to revitalize its base makeup category with a flexible, skin-like finish. Meanwhile, Bustle editors highlighted Tower 28’s new "Swipe Serum Foundation" as a standout August launch, praising its lightweight coverage and skincare benefits. These launches reflect a continued consumer preference for hybrid makeup-skincare products that offer ease of application and natural finishes.
Local view
In Japan, media outlets like Fashion Press and Yahoo! News Japan are highlighting the popularity of "thin film" and "smooth matte" textures for autumn, with deep-colored lipsticks gaining traction among adult consumers. LIPS, Japan’s largest beauty app, reports a surge in searches for "water-splashed blush" products, aligning with the global trend toward dewy, ethereal cheek finishes.
In South Korea, Harper’s Bazaar Korea curated a list of "must-buy" items for the September Olive Young Sale, focusing on cushion foundations and sunscreens that remain top sellers despite the seasonal shift. Korean media also noted the collaboration between hair care brand Refilld and Sanrio Characters for a limited-edition scalp care set, illustrating the ongoing trend of character collaborations driving viral sales in the Asian market.
Context & numbers
- Ulta Sales: $3.04 billion in Q2 2026 revenue, with raised full-year guidance.
- Olive Young Foreign Sales: Over 1 trillion KRW in cumulative foreign sales as of August 2026, a record achieved 3 months earlier than 2025.
- Market Trends: Circana data indicates that while makeup was the softest-performing category in Q1 2026, lip treatments and lip liners saw growth in both dollars and units.
- Sale Discounts: Ulta’s 21 Days of Beauty offers discounts up to 50% on prestige and mass brands.
On the radar
- Fenty Beauty Launch: The Pro Filt’r Fluid Flex Foundation drops on September 4, 2026.
- Sephora Sale Calendar: Sephora has released its official 2026 sale calendar, with the next major event expected in late October, prompting consumers to plan purchases around these windows.
- Autumn/Winter Runway Trends: The Arcadia Online notes that brown mascara and liners are becoming key trends for AW2026, moving away from traditional black for a softer eye look.
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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