Launch List: The Best New Makeup Launching in September

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Launch List: The Best New Makeup Launching in September featured image

Hundreds of products come across our desks every month, but not all of them deliver on their claims or live up to the hype. (Not everything that goes viral on TikTok is a miracle worker.) This is our exclusive curation of the best-in-class makeup products receiving rave reviews from our team and hitting shelves right now.

1 / 10

Haus Labs by Lady Gaga Triclone Skin Tech Medium Coverage Foundation ($45)

Constantly in the spotlight, Lady Gaga knows the importance of good coverage—the kind that hides enough while still letting your skin look like skin—and great skin care. This new medium-coverage foundation is infused with more than 20 skin-care ingredients, including patent-pending, redness-reducing fermented arnica (it’s purportedly 860-percent more potent than conventional arnica), antioxidants and medicinal herbs.

The shade range is super inclusive: 51 shades across six categories based on the skin’s depth and undertones, and the brand says they were swatched on more than 400 shade models to ensure that everyone will find their color match. The shades are numbered from 590 to 000 based on the intensity of the pigment, so the higher the number, the higher the pigment load and deeper the shade.

The Korean-made formula works on all skin types, feels like a serum on the skin, imparts a luminous finish and lasts all day. Additionally, the glass bottle can be recycled (just remember to rinse it out first!).

2 / 10

Tower28 Beauty MakeWaves Mascara ($20)

When I first opened this mascara, I thought it might not be my cup of tea because I tend to favor the big fluffy brushes that deposit a lot of product on my lashes (and yes, sometimes that means a few clumps). But, they say don’t judge a book by its cover, and whoever they are, they’re right.

Though I need many coats to get my blonde lashes where I want them, I get lift, length, curl, serious separation and definition from the “Triple-Wave,” multi-tiered brush, and the formula doesn’t flake, clump or irritate my eyes. The “easy wash-off technology” is a huge win too. It comes off in the shower with just water, and I don’t have raccoon eyes when I get out—maybe just a little clean-up around my lash line, but it’s really a big bonus considering this isn’t a tubing mascara.

Celebrity makeup artist Katie Jane Hughes is a fan, too: “What I love about MakeWaves is how it takes my lashes from zero to 60 in seconds, which is honestly so unexpected for a clean mascara! It’s a regular in my daily routine, whether I just need a little ‘something’ during the day, or full glam at night.” 

3 / 10

MAKE Beauty DIFFUSION DEW Radiant Skin Tint ($32)

Rachel Brosnahan debuted this gorgeous new skin tint at this week’s Emmys—shade Fair 01 was the perfect match for her porcelain skin—and we were gushing. The secret behind its glowy finish is skin-mimicking pigments that even the skin tone while simultaneously providing a blurring, brightening and smoothing effect.

It comes in 12 shades, it’s both flexible and buildable, and it also contains powerhouse skin-care ingredients. Niacinamide helps fade the look of dark spots and keep oiliness at bay, while adenosine helps reduce the look of fine lines by energizing the skin. Shake it really well before pumping it out and then enjoy the way it seamlessly blends into your skin—I like to use a foundation brush, but I think a sponge would result in a really pretty finish too.

4 / 10

Dior Forever Rouge Dior Lipstick ($42)

The brand’s beloved liquid lipstick, also a NewBeauty Award winner, now comes in a solid bullet with 16-hour no-transfer wear. And just like the liquid lip, this new formula is also infused with red peony extract that not only keeps lips hydrated, but also celebrates Christian Dior’s love of flowers (also an integral part of the brand’s skin-care collection).

The 22 shades are intensely pigmented and ultra-matte, and of course the iconic bold-red 999 and gray-beige ForeverNude are included in the mix. It goes on creamy and dries ultra-matte, but doesn’t feel drying—you’ll be surprised how comfortable it is. And when the brand promises transfer-proof, they mean it: It won’t even come off on my collar when I pull my shirt over my head (you know it’s the worst feeling when it’s covered in makeup). But if you have a couple drinks or you apply a gloss on top, it will budge, so be aware. There’s also one limited-edition shade the brand calls “surprising”: 111 Forever Night, the Dior charcoal black.

5 / 10

bareMinerals Complexion Rescue Brightening Concealer SPF 25 ($27)

The latest addition to the brand’s beloved Complexion Rescue range—the Tinted Moisturizer is a best-seller with fans across the globe—this brightening formula is clinically proven to reduce visible puffiness under the eyes after two weeks. (There’s also a shade match chart on the brand’s site that matches you to your perfect concealer shade if you already use the Tinted Moisturizer.)

Its gel-mousse texture feels refreshing and hydrating on tired under-eyes courtesy of hyaluronic acid, and the addition of caffeine helps rev up the area to send puffy bags packing. Titanium dioxide and zinc oxide provide mineral sun protection, which is a plus for the delicate skin in this area, and a mix of cacao and shea butters make the skin look and feel silky-smooth without clogging pores.

“I like applying it with my fingers and then pressing it in because your fingers are warm and it really marries the product into the skin,” says celebrity makeup artist Kelsey Deenihan. “It really stays where you put it rather than blending it in or swiping it on with a sponge or brush.”

In a consumer study, 94 percent of participants agreed the concealer felt weightless on their skin, and 85 percent agreed it diffused the look of dark shadows and instantly brightened their under-eye area.

6 / 10

LAWLESS Hold Up Soft Set Creamy Brow Wax ($21)

I typically have to use a clear brow wax or gel to lock my brows in place after I fill them in with “brow mascara” as I like to call it. However, not with this product. The tinted creamy-wax (it comes in two shades: Light/Medium and Medium/Dark) lets me shape, fluff and color my brows while also keeping them in place all day.

If you already have decent brows and you don’t need much “filling,” you can wear this on its own (that’s typically my case), or you can fill in sparse spots with a pencil first and top off with this for body and hold. It doesn’t feel or look stiff either, which is nice, and the formula contains shea butter and jojoba oil condition and nourish brow hairs as you wear it.

7 / 10

Milk Makeup Future Fluid All Over Cream Concealer ($29)

For those with dehydrated or mature skin who are prone to a compromised barrier (or maybe you went a little too hard with the retinol or AHAs), this medium-to-full coverage, fragrance-free concealer is for you. It’s made with a Hyaluronic AI Plant Complex that combines hyaluronic acid, barrier-restoring ingredients Defensil and Revivyl, caffeine to energize and de-puff, and aloe vera and arnica to keep the skin calm. According to the brand, the plant-powered Complex “acts like Artificial Intelligence for your skin to address your specific needs and improve the look of your skin over time.”

Available in 30 shades with a wide range of undertones to suit all skin tones, this vegan concealer can do it all, from camouflaging blemishes to contouring the cheekbones, and won’t crease for up 12 hours.

8 / 10

BYREDO Liquid Lipstick Vinyl ($50)

The first product in the collection that was developed with creative direction from the brand’s makeup partner, Lucia Pica, this vegan, creamy, high-gloss lipstick represents the perfect marriage of art and beauty. In traditional BYREDO fashion, the design is unique and ergonomic with “a molten aluminum cap that drips down into the tube.”

The applicator is on the thinner, smaller side you can create a precise border and fill in without creating a mess, though it also makes a nice top coat over a lip stain or smudged lip liner (one of my personal favorites). I also appreciate that the blend of oils and shea butter is creamy, not sticky.

It comes in 10 shades that the brand describes as “expressions of nudes with a range of cold, neutral and warm undertones” (Flushed is pictured here), and it can also be worn on the eyelids for a glossy look.

9 / 10

Charlotte Tilbury Beautiful Skin Radiant Concealer ($33)

As a big fan of Charlotte’s Beautiful Skin Foundation, I was pumped to try this new concealer, and it delivers. Formulated with 10-percent skin-care ingredients, including hyaluronic acid, niacinamide, vitamin C and vegan collagen, it’s super creamy, hydrating and luminous for a really pretty sheen around the eyes that makes them appear brighter. The coverage is medium, but if you have darker circles, you can build another layer on top for full coverage and it blends well (I use a concealer brush, but I think a sponge would give a really nice airbrushed finish too).

I also like that the doe-foot applicator is on the smaller side because I can pinpoint just the spot or blemish I want to cover and not use too much product that I don’t need. (For me, that’s around my nose, where concealer easily settles if I use too much). And I know you’re not typically supposed to use radiant concealer to cover blemishes because it can actually draw light to them in some cases, but this one works quite well for me.

In a test on 105 people over 28 days, 90 percent agreed their skin instantly looked brighter, and 93 percent agreed it visibly reduced the look of their dark circles over time.

10 / 10

Bobbi Brown Cosmetics Luxe Lipstick ($49)

The brand’s cult-favorite lipstick recently got a makeover! Following suit with one of the biggest trends in makeup—the addition of skin-care ingredients into existing formulas to give them a multitasking boost—this classic formula is now supercharged with a “precious floral complex” for 10 hours of moisture and conditioning so the lips look smooth and youthful.

Both the 36 shades and chic gold packaging were inspired by New York City, where the brand is headquartered, and where Bobbi herself (though no longer affiliated with the brand) sought inspiration for years. The shade pictured here is Pink Nude, a personal favorite, but the expanded range includes everything from cherry red to chocolate brown.

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