For beauty addicts like me, September isn’t just about new notebooks, sharpened pencils or empty promises to keep better on top of your inbox. Oh no! As the beauty brands release their glossy new heavy hitters ahead of the Christmas rush, there’s no better time to give your makeup bag the refresh that it needs.
As I see it, there’s no need for fanfare. Or for guilt. This is essentially the grown-up equivalent of a new pencil case — except rather than a new rubber or glitter gel pen — it’s a chic concealer that will make you look seamless and revitalised when you're anything but. Or a fabulously flattering lipstick that delivers the glamour, polish or confidence that you need.
Here’s my edit of the most noteworthy, novel and overachieving new makeup launches to consider right now.
Chanel Les 4 Ombres Boutons eyeshadow in boutons couture
A chic, shimmering and highly collectable homage to Gabrielle Chanel’s love for beautiful buttons, which — by the way — were all unique one-offs. My pick is Mademoiselle, a flattering and understated edit of rosy pinks that look flawless applied as a wash. That is if you can bear to interfere with their embossed perfection… (£72, chanel.com)
TirTir Mask Fit Red Cushion Foundation
This hot Korean import had been flooding my feeds with five-star reviews for a while by the time that it landed in Boots recently and I decided to give it a go. Boy, am I pleased that I did. Arriving in 40 shades, it offers what can only be described as insanely dewy, brilliantly buildable and seamless full coverage. (£21, boots.com)
L’Oréal Paris Infallible Skin Ink 2-in-1 Foundcealer
I’m a long-time fan of L’Oréal’s bases, which — IMO — deliver plenty of bang and innovation for their buck. This ultra-light, buildable and beautifully supple hybrid base refines like a foundation but covers like a concealer, moving with your skin so that it can last the long haul. (£14.99, boots.com)
Kulfi Lip Snacks
Kulfi landed in the UK last month to rapturous applause. Founded in 2021 by Priyanka Ganjoo and born from her personal frustration with finding makeup that reflected her skin tone, culture and story, it became the first South Asian make-up brand to be sold in Sephora. Making particular waves? The Main Match Concealer, £26 and Lip Snacks - high-shine, non-sticky, conditioning glosses with ceramides and vitamin E. (£22, spacenk.com)
Fara Homidi Soft Glass Lip Plumping Oil
UK makeup artists and beauty editors have long clamoured for the arrival of this minimalist make-up range by NYC face painter Fara Homidi. Defined by her passion for minimal, modern, clean makeup and fresh complexions, the latest addition to the collection is this hybrid balm-in-oil which acts as a treatment and gloss in one to leave lips plush, plump and juicy. (£36, farahomidi.com)
Vieve Icon Mascara
Vieve’s latest mascara delivers all the impact of a statement mascara — think inky, jet-black pigments, sensational curl and see-it-to-believe-it length — without any of the usual downsides. Budge-proof for up to 24 hours, it layers beautifully without stiffness, giving you flexible, fluttery lashes that still remove effortlessly with water. (£26, cultbeauty.co.uk)
Victoria Beckham by Augustinus Bader The Foundation Drops
VB’s skincare-first Foundation Drops are far from cheap, but — like the rest of her makeup collection — they deliver. Perfect for makeup minimalists, the sheer, flexible formula blends effortlessly with even a fingertip, leaving a seamless, subtle finish. Meanwhile, Bader’s skin cell-rejuvenating TFC8® gets to work improving the complexion.
"I apply The Foundation Drops in light dots around my face, building it up where I need a little bit more coverage,” Victoria told me. “Then I use our new foundation brush to blend it, focusing on areas like my jawline, forehead and around my nose. Some people prefer using their fingers, which works too, but the brush gives me the precision and control that I love.” And there you have it. (£104, victoriabeckhambeauty.com)
Morphe Lip Filter Hydroplump Soft Matte Lipstick
Packed with plumping peptides, jojoba seed oil, and mango butter, Morphe’s new matte lipsticks glide onto mouths delivering a diffused modern finish that feels as good as it looks. Comfortable, flattering and long-wearing, they’re also excellent value for money. (£15, uk.morphe.com)
