Launch List: The Best New Makeup Launching in November

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Launch List: The Best New Makeup Launching in November 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 receiving rave reviews from our team and hitting shelves right now.

1 / 9

GXVE BEAUTY by Gwen Stefani Double Dippin’ Lip Mask ($24)

With lipstick being at the core of the brand—we can’t get enough of Gwen’s signature bold lip—it only makes sense to add lip care to the mix. This clear, vanilla-scented balm can be used two different ways: Apply it over your long-wear lip color and then wipe off with a wash cloth or cotton pad to remove it, or apply it alone before bed and wear it as an overnight lip mask.

Not only does it hydrate with sodium hyaluronate, but it also provides a little bit of exfoliating action with papaya enzymes, too, so lips stay kissably soft and ready for your next lipstick look.


2 / 9

Live Tinted HUEBROW Clear Setting Gel ($22)

In an effort to encourage people to embrace the natural hue of their brows, the brand developed this new clear setting gel, which tames and shapes rowdy brow hairs and then locks them in place. The formula contains aloe, olive fruit, jojoba oil and provitamin B5 to condition your brows as you wear it, and leave them looking polished without flaking or leaving a trail of sticky residue.

The wand boasts two different types of bristles, and the brand recommends using the “precise, densely packed bristles” to deposit the gel onto your brow, and the “flexible, longer brush bristles” to fluff and sculpt them. You can also use it to smooth stubborn baby hairs and flyaways, and boy do we love a multitasker!

3 / 9

Makeup by Mario Ethereal Eyes Eyeshadow Palette ($68)

From makeup artist extraordinaire Mario Dedivanovic comes this gorgeous, limited-edition 12-shade eyeshadow palette inspired by nature, as many of his other products are too. It’s the brand’s first palette featuring multiple textures and finishes: three glossy shimmers/toppers with a a first-to-market long-wear formula; seven super-pigmented sueded mattes; and two modern metallics that are so smooth on the lids.

“I created my Ethereal Eyes Palette after years of dreaming up the perfect color story,” says Dedivanovic. “All 12 shades are inspired by tones in nature and the array of textures work in harmony to create effortless ethereal looks.” Click here to see a video of Mario using the palette.

4 / 9

Valdé Armor + Refillable Lip Set Volume 8: Reflective Spirit ($150)

Everything Valdé creates is visually stunning, and the sustainability luxury component is equally as impressive. This new lipstick is one of three new designs making up the brand’s new Reflect Collection, which is the third collection in the line following Soar (a 2022 NewBeauty Award Winner) and Divine NFT.

“Valdé has always been about strength and femininity, but these armors also offer a mirroring effect, which reminds us to go inward and evaluate what’s really important to us,” says founder Margarita Arriagada. There are now 11 shades of the Ritual Creamy Satin Lipstick to choose from—I love Mercy, a warm nude—and one Lip Balm, which you can simply swap in and out of the artistic vessel as the seasons change (or your mood). You can also personalize the vessel with your name or monogram, which is such a fun gift idea!

5 / 9

JOAH Beauty High Roller Mascara ($10)

Get volume and definition with this patented hourglass roller brush that features micro bristles that grip onto every teeny tiny lash, separating them, lifting them and lengthening them simultaneously. The vegan mascara is also infused with biotin and vitamin B5 to condition lashes and reduce frustrating fallout.

In a consumer usage test, 90 percent of people saw thicker lashes, 88 percent saw volumized lashes, and four out of five people saw instant definition.

6 / 9

Sigma Beauty Glisten + Glow Cheek Duo ($39)

Save space in your makeup bag with this new cheek duo, which is part of the brand’s gorgeous Winter Romance Collection. Inside, you get two velvety-soft pressed powders: Sweat Weather Blush—the prettiest rosy matte hue—and gold-metallic Frosty Glow Highlighter.

I love that both products I use on my cheeks are conveniently in one place, especially during busy holiday season travel, and the set also comes with a mini travel brush. Pro tip: The highlighter also looks really pretty on the eyes: Dab a little in the center of the lid on top of matte eyeshadow to make a statement.

7 / 9

twenty/twenty beauty Full Brows Tinted Gel ($26)

“Did you know our brows are our eyes’ first line of defense against sweat, dust and debris? Plus, they shield our eyes from the sun, frame our faces and allow us to really express our feelings,” says founder and ophthalmologist Dr. Diane Hilal-Campo. Available in three shades—Blonde, Brown and Dark Brown—this tinted brow gel covers stubborn grays and brushes brows into shape without a stiff, crunchy effect.

“The formula also contains ingredients to treat your brows at the same time, like castor and argan oils to promote hair follicle health; smoothing panthenol; soy protein for antioxidant protection; and vitamin E to combat free radicals,” adds Dr. Diane Hilal-Campo.

8 / 9

Maybelline Super Stay Vinyl Ink Nude Shock Liquid Lipcolor ($13)

One of the brand’s most popular liquid lippies now comes in 10 gorgeous new shades, and there’s something to flatter every skin tone. The formula features the same no-budge vinyl pigment that lasts up to 16 hours—I can eat a whole sandwich and it’s still on! (Now if you have a greasy burger or a salad with an oily vinaigrette, I’m not so sure, as oil usually breaks down any longwear lip color.)

The new shades put an unconventional spin on the typical nudes, ranging from rich, exposed brick to browny-beiges (the ’90s brown lip has made a big comeback this year). Remember to shake the tube up before applying it, as the inky pigments and shine-boosters that give it that vinyl finish need to be mixed first.

9 / 9

Tresluce Beauty Midnight Desos Eyeshadow Palette ($35)

Becky G’s makeup line has a huge fan base—the pop star knows bold color, and her formulas deliver. This limited-edition, 18-shade eyeshadow palette houses a variety of matte, shimmer and metallic shades in orange, brown and gold tones that are perfect for creating the ultimate holiday look, though it’s beautiful for any time of year. The packaging is so fun too, and inspired by Latinx New Year’s Eve traditions.

“This cruelty-free and vegan palette features 18 shades that are buildable and blendable, and complementary on all skin tones,” says Becky G. “Earthy browns, mauves and gold shimmers unfold in these shades. Formula is lightweight and creamy, with rich, pigmented shadows that offer true color payoff.

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