Our beauty editor weighs in.
The Best New Beauty Launches That Are Actually Worth the Hype

Casey Clark is a freelance writer from NYC who covers food, beauty, style, mental health, and commerce. She's been a writer for nearly four years and has been featured in The Wall Street Journal, Forbes, USA TODAY, HuffPost, Allure, and more.
As a beauty editor, I test dozens of new beauty products every month to find the very best ones. If there's one thing that never stops, it's indeed launches from beauty brands whether that's new foundations or hair products. With so many products on the market, it can be hard to decide what's actually worth spending money on and what you can skip.
Ahead, I've created a list of the best beauty products launched in September whether you're looking to expand your collection or are shopping early for holiday presents — both are solid options. Spoiler alert: The new Fenty Beauty foundation did make the cut.
Scroll for the best new beauty launches this month!
Lips

Sephora
VIOLETTE_FR BISOU BALM Sheer Matte Lipstick
This isn't an entirely new product, however, Violette_FR added a new shade to the lineup. Enter: Chocolat. This matte lipstick effortlessly glides across the lips and delivers pigment in just one swipe. Although it is a matte lipstick as opposed to a lip balm, it's super hydrating with its rapeseed oil formulation.
Eyes

Rare Beauty
Rare Beauty Jumbo Brow Harmony Flexible Lifting and Laminating Eyebrow Gel
There's no better way to lock in those brows than with a lightweight gel. This gel sets and keeps brows in place for up to 12 hours. I love how easy it is to apply with the fluffy spoolie-like brush and it really does help to keep those hairs in place while out and about.

Revolve
TILT Beauty Lashscape Lengthening Mascara
No look is complete without mascara and TILT Beauty has one of the best on the market right now. Aside from its smudge-proof and flake-free formula that lasts up to 12 hours, it's insanely easy to apply with its cushioned grip. If you're the type of person who has trouble applying mascara, then you'll want to try this one because it's a game changer.
Face

Hourglass Cosmetics
Hourglass Cosmetics Ambient Lighting Edit
If you're looking to have a palette that has highlighter, bronzer and blush all in one, then you'l want to add this one from Hourglass Cosmetics to your cart. The palette includes six different shades to help build out any look and it's great for travel to keep the number of products at a minimum. The best part? It was made in collaboration with French jewelry designer Lauren Rubinski who helped create the different designs on the compact.

Sephora
Huda Beauty Easy Bake Loose Powder Brightening + Correcting Duo
As someone with combination skin, I love a powder that sets and brightens. The loose rice starch powder works to absorb excess oil while the micronized powder allows you to layer without looking cakey. I love having a bright under eye area and this one has two sides to choose from to help with that depending on your complexion. It's available in Cherry Lilac and Pink Ube.

Fenty Beauty
Fenty Beauty Pro Filt’r Soft Matte Longwear Liquid Foundation
Matte foundation is the way to go when you don't want to end up looking oily. This full coverage liquid foundation works to give a shine-free finish and a little bit of products goes a long way. I only use two pumps and that's more than enough to cover my whole face with some to spare. The real standout for Fenty Beauty is the shade range — this foundation is available in 45 shades suitable for nearly all complexions.

Moira Cosmetics
Moira Cosmetics Precision Sculpt Stick Bronzer & Contour
There's nothing I love more than a solid bronzer and contour stick. Sure, I could use powder, but there's something about a creamy product that gets the job done more effortlessly. The formula made with vegan squalane and olive fruit oil blends into the skin in seconds and lasts up to 12 hours. Unlike other contour sticks, this one doesn't leave behind harsh lines that are difficult to blend out so it's great for beginners too.

Jenny Patinkin
Jenny Patinkin The Winter Wonderland Set
A set of brushes is essential for any makeup routine and this set from Jenny Patinkin has all of them you could possibly need. In this set with gorgeous icy blue handles you'll find a foundation brush, bronzer brush, contour brush, precision powder brush, concealer brush and a cheek brush. The bristles on these brushes are super soft and deliver product straight to your face without absorbing too much of it making them a top recommendation.
Hair

Actiiv
ACTIIV INTEGRITYrx REPAIIR Bio-Enrich Hair Mask
Since I dye my hair quite often it's very dry and rough so I'm always on the lookout for a solid hair mask. Made with a repair complex and sunflower oils, this mask helps to minimize the appearance of split ends, reduce static and control frizz in minutes. I love to use this once a week in the shower to keep my hair in pristine condition in between visits to the salon.

Dyson
Dyson Corrale CoolShine Hair Straightener
If you love Dyson beauty products, then you'll want to get your hands (or shall I say) hair on this straightener. This straightener uses heat extracting pipes to draw heat away while cooling it as you straighten. It might sound counterintuitive but it does the job extremely well and leaves your hair looking sleek and feeling less damaged.
Scents

Ulta Beauty
Balmain Paris Destin De Balmain Parfum
Spritz some of this perfume onto your wrists and neck for a fragrance that will have everyone asking "What are you wearing?" This perfume delivers notes of strawberry, orange blossoms vanilla and Australia sandalwood for a fruity and floral finish you'll love (at least I do.) Treat yourself to this perfume for the holiday season or gift it to that fragrance enthusiast in your life.

Ulta Beauty
Other Notable Mentions:
- fwee Mineral Powder Fixing Shaking Mist
- JELL-O X TOWER 28 Lil’ Pudding Mini LipSoftie Gift Set
- Soulstice Moisture Muse The Cleanse & Condition Ritual
- Cayla Gray Cozy The Scentline Perfume Crayon
- Soapbox's Hair Fragrance Finishing Mist
- Mane x Cinnabon Lip Gloss and Hair Brush Set
- Tubby Todd x Sockerbit Halloween Collection Black Cherry Everyday Lotion
- LYS Beauty Secure Skin Blurring Primer Stick
- Rahua Rebalance Essential Hair Care Set
- Christopher Robin Perfecting Radiance Oil
- Drybar Buttercup PRO Professional Hair Dryer with Diffuser
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