The Best New Makeup Launches Coming This Month

Here at Allure, we love makeup. Like really, really love makeup. Our beauty editors could talk liquid liner, highlighter, and foundation all damn day (and we often do). After all, it is our job and not one we take lightly. We eagerly pore over every new launch, every emerging brand, and have an encyclopedia of dupes in our brains at all times. While we’re partial to our particular faves, our heart rates spike with each exciting makeup release. Who knows, maybe there will be some newfangled primer that actually works for our finicky skin type or an innovative mascara that truly checks off every box on our criteria.

Plus, with each launch it’s always cool to see what innovations beauty brands come up with to improve on a formula or design. One could easily say that makeup is the one thing exempt from the “if it ain’t broke, don’t fix it” mantra. That’s the exciting part of the ever-expanding beauty market: finding new makeup treasures to further complete our artistic visions of becoming ourselves. Check out all the new makeup launches (and January’s launches) that we’re currently obsessing over. And don’t forget to check out the new skin-care and hair product launches, too.

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Contents
1 Jill Stuart Beauty Lasting Curl Blossom Waterproof Mascara
2 Bond No. 9 New York Lips
3 Pat McGrath Labs FetishEyes Mascara
4 M.A.C. Hyper Real Glow Highlighting Palette
5 Kilian Le Rouge Parfum Lipsticks
6 RMS Beauty Luminizing Powder
7 W3LL People Expressionist Brow Gel

Jill Stuart Beauty Lasting Curl Blossom Waterproof Mascara

Have you ever considered coating your lashes with diamonds? Well, now you can with Jill Stuart Beauty’s newest waterproof, curling mascara that has diamond powder in the formula for the subtlest of glints. Also in the formula are lash-plumping fibers, so not only are your lashes curled, they’re thicker and shinier like a “flower in full bloom,” according to the brand. What a nice visual, no?

$25 (Shop Now)
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Bond No. 9 New York Lips

Fragrance and lipstick are a duo that one may not immediately assume would go hand in hand, but it feels so right, especially when done up luxuriously as evidenced by Bond No. 9’s foray into lipstick. New York Lips is a set of nine red-based lipsticks, all named for iconic New York City locales, and all gorgeous. (You can see how they look on our editors here.) The vegan, cruelty-free, and paraben-free formula comes in a fancy, sculpted gold tube that’s refillable — so you can re-up your red in the same gold keepsake (or buy the refill itself, which is $45).

$110 (Available February 14)
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Pat McGrath Labs FetishEyes Mascara

Mother McGrath hath given us mascara, and the goop is legit. For the full scoop, here’s a breakdown, but know that within this tube is a product with unapologetic volume, length, and bulk — it’s got legs, as they say. One slick will give you nicely defined, natural-looking length, but keep swiping and you can build things up to tarantula-like proportions in the best and most fabulous way possible.

$28 (Available February 14)

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M.A.C. Hyper Real Glow Highlighting Palette

The Hyper Real collection is in and of itself something of a hype beast for M.A.C. First, the Hyper Real Glow Foundation was a hit and that spawned highlighter palettes that launched last year. And now, one year later, two new iterations are dropping: Get Lit and Shimmy Peach, a pale pink and warm peach trio of highlighters, respectively.

$40 (Available February 4)
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Kilian Le Rouge Parfum Lipsticks

Fragrance brand Kilian, unapologetic house of luxury and sexual appeal, has presented us with a new “weapon of seduction” in the form of lipstick. The color: red (obviously). The packaging: intricate. The lipstick: scented (again, obviously). There are six shades, each with a matte and a satin counterpart — so a dozen total if I’m doing math correctly. With names like Aphrodisiac, Dangerous, Heaven, Devil, Intoxicating, and Prohibited, it may sound like a liquidation sale at ye olde precautionary sign makers emporium, but like all things Kilian, these lipsticks are a full-throttle manifestation of unbridled seduction, from the weighty embossed tube to the powdery vanilla and neroli scent. Think of them like the dark Sith side of Victoria’s Secret brand of sexy.

$55 (Shop Now)
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RMS Beauty Luminizing Powder

RMS Beauty already makes the most editor-beloved highlighter, the Living Luminizer. And now, the all-natural beauty brand is releasing a powder version of its popular highlighter in three shades: Grande Dame, a pale champagne; Midnight Hour, a beige, warm peach; and Madeira Bronzer, a shimmering, cool-toned bronze. The powders are so finely milled that the finish is sublimely subtle, but you can build them to be as blindingly strobed as you like.

$38 (Shop Now)
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W3LL People Expressionist Brow Gel

Natural beauty brands are really delivering with color cosmetics these days, and W3LL People has long been a favorite among Allure staffers and natural beauty lovers alike. The brand’s new brow gel comes in three shades — blonde, brown, and dark brown — all of which coat brows in a layer of color that makes them look instantly more saturated while holding them in place.

$18 (Shop Now)

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The Best New Makeup Launches Coming This Month

Jill Stuart Beauty Lasting Curl Blossom Waterproof Mascara

Bond No. 9 New York Lips

Pat McGrath Labs FetishEyes Mascara

M.A.C. Hyper Real Glow Highlighting Palette

Kilian Le Rouge Parfum Lipsticks

RMS Beauty Luminizing Powder

W3LL People Expressionist Brow Gel

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