Launch List: The Best New Makeup Launching in September

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 / 5

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.” 

2 / 5

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.

3 / 5

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.

4 / 5

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.

5 / 5

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.

It's Personal

At NewBeauty, we get the most trusted information from the beauty authority delivered right to your inbox

Find a Doctor

Find a NewBeauty "Top Beauty Doctor" Near you

Select a state State AL AR AZ CA CO CT DC FL GA HI IA IL IN KY LA MA MD MI MN MO NC NE NJ NV NY OH OR PA SC TN TX UT VA WA WI Select a state Specialty Cosmetic Dentist Dermatologist Facial Plastic Surgeon Hair Restoration Specialist Oculoplastic Surgeon Periodontist Plastic Surgeon Prosthodontist Vein Specialist Select a state Treatment Abdominal thread lifts Accent your Body Acne Treatments Alexandrite Laser Arm Lift Asclera Bellafill Belotero Blue Light Body Body Lift Botox Botox Browlift Brachioplasty Brazilian Butt Lift Breast Augmentation Breast Augmentation with Fat Grafting Breast Implants Breast Implants with Saline Breast Implants with Silicone Breast Lift Breast Lift with Implants Breast Reconstruction Breast Reduction Browlift Butt Enhancement Carboxytherapy Cellulite Treatment Cheek Augmentation Cheek Augmentation with Fat Grafting Cheek Implants Cheek Lift Chemical Peels Chin Augmentation CO2 lasers Cool Lipo CoolSculpting CoolTone Crowns Dental Bonding Dental Implants Dimpleplasty Diode Laser Dysport embrace Active Scar Defense Emsculpt Endermologie Endoscopic Browlift Endoscopic Facelift Endoscopic Tummy Tuck Erbium Lasers Exilis Ultra 360 Eyelift Eyelift with Fat Grafting Face Facelift Facelift with Fat Grafting FaceTite Fat Melters and Fat Reducers Fat Transfer Forma Fractional CO2 lasers Fractional Resurfacing Lasers Fractora Glycolic Peels Glytone Enhanced Brightening Cream Gum Dermabrasion Gum Lift Hair Hair Removal Hair Transplant Hair-Loss Treatment Injectables & Fillers for Cheek Augmentation Injectables & Fillers for Eyelift Injectables & Fillers for Lip Enhancement Injectables And Fillers Injectables and Fillers with Fat Grafting Intense Pulsed Light (IPL) Invisalign Isolaz Juvéderm Juvéderm Volbella Juvéderm Voluma Kybella Lactic Acid Peels Laser Liposuction Lasers Lateral Tension Tummy Tuck Limited Incision Facelift Lip Enhancement Lip Enhancement with Fat Grafting Lip Implant Lip Lift Liposculpture Liposuction Liquid Facelift Long Pulsed N: Yag laser Lower Blepharoplasty Lower Body Lift Lower eyelid surgery Lower Facelift MACS Lift Mandelic Peels Microdermabrasion Microinjection Microneedling Microwave Laser Treatment Mini Tummy Tuck Mini-Facelift Mommy Makeover Nd: Yag Neck Liposuction Necklift Nonsurgical Facelift Nonsurgical Rhinoplasty Obagi Blue Peel Otoplasty Perlane Phenol Peels Photobiomodulation Photodynamic Therapy (PDT) Photofacial PiQo4 Plasma Resurfacing Lasers Power Assisted Liposuction Prevelle Pulsed Dye Radiesse Radio Frequency with Microneedling Radio Frequency-Assisted Lipolysis Red Light Restylane Restylane Defyne Restylane Lyft Restylane Refyne Restylane Silk Revision Rhinoplasty Rhinoplasty Salicylic Peels SculpSure Sculptra Aesthetic Selphyl Silhouette Instalift Skin Skin Tighteners Skin Treatments Slim Lipo Smart Lipo SMAS facelift Smile Smile Makeover Smoothshapes Straightening Stretch Mark Treatments TCA Chemical Peels Teeth Whitening Thermage ThermiTight Thigh Lift Titan Tooth Contouring Traditional Facelift Tumescent Liposuction Tummy Tuck Ulthera Ultherapy Ultrasound Assisted Liposuction Umbilicoplasty Upper Blepharoplasty Upper eyelid surgery Vanquish ME VASER Lipo Vein Treatments Velashape Velasmooth Veneers Xeomin Search