Makeup Launches to Try Now: 2026’s Most Exciting New Formulas and Why They Matter

Overwhelmed by 2026 beauty launches? Here’s a curated, no-fluff guide to the week’s best new makeup (and why each formula matters).

If your feed is filling up with “must-buy” launches faster than you can click “add to cart,” you’re not alone. 2026’s early months brought a wave of reformulations, nostalgia revivals and genuine formulation leaps — and not every new product is worth the hype or the shelf space. This roundup distills the weekly launches into practical picks you can buy now, with clear reasons, real-world fit, and application tips so you won’t waste money on the wrong formulas.

Fast answers (top buys right away)

• Jo Malone London — New fragrance: For lovers of layering, gift-givers and scent-first minimalists who want a refined throwback with modern sustainability updates. (Read about how fragrance labs are speeding development.)
• Rimmel Thrill Seeker Mega Lift Mascara: Best for straight or hooded lashes that need visible volume and lift without heavy clumping.
• Dr. Barbara Sturm — new multi-functional tints: For sensitive or aging skin wanting makeup that doubles as skin treatment.
• By Terry & Chanel reformulations: Nostalgia-forward picks with refined pigments and cleaner profiles — ideal for nostalgia seekers who still want modern performance.
• Uni, EOS, Phlur — body-care upgrades: For body-care fans wanting serums and textures that actually absorb and layer with perfumes.

Why these launches matter in 2026

Late 2025 and early 2026 set two clear directions for beauty product development: technical innovation in formulations (encapsulation, microbiome-friendly actives, waterless concentrates) and cultural nostalgia (reissues and throwbacks updated for modern standards). Brands are balancing emotional connection — the comfort of a well-loved texture or scent — with scientific updates that improve safety, wear and sustainability. That makes this moment an excellent time to buy if you pick strategically.

Curated product breakdowns: what to buy and who it’s for

1) Jo Malone London — the new launch to layer and gift

Jo Malone’s latest fragrance drop (one of the week’s most covered launches) is a textbook 2026 move: a scent that references classic notes but ships in a formulation and pack design tuned to modern shoppers. Expect a concentration that performs well in moderatescale wear, plus options for refillable bottles and clearer ingredient transparency — hallmarks of fragrance upgrades this year.

Who it suits:

• Minimalists who prefer layering over a single heavy scent
• Gift shoppers seeking a universally wearable, luxe-presenting bottle
• Conscious buyers who value refill programs and ingredient clarity

Buy tip: Spray on pulse points, then lightly mist clothing (not delicate fabrics) for longer sillage. If you’re fragrance-sensitive, try a sample or testers in-store — Jo Malone’s lighter concentrations often layer better with body moisturizers.

2) Rimmel Thrill Seeker Mega Lift Mascara — gravity-defying volume (literally)

Rimmel’s new entry in the Thrill Seeker family grabbed headlines with a high-profile stunt featuring gymnast Lily Smith — and a formula that promises dramatic lift and up to six times more visible volume. While marketing stunts get attention, the formulation itself is the practical win: a volumizing polymer blend plus a sculpting brush designed to coat and lift without excessive weight.

“Performing this routine in such a unique and unusual setting... was a total thrill for me,” said Lily Smith during the campaign launch — and the mascara aims to match that bravado on your lashes.

Who it suits:

• People with straight or downward-pointing lashes who need intense lift
• Makeup lovers who prefer dramatic looks without heavy clumping
• Active lifestyles — if you choose the smudge-resistant variant, you’ll get longer wear during sweat or humidity

Application tips:

• Wiggle at the base, then sweep upward to separate and lift
• Use a clean spoolie between coats to prevent clumps
• For curl retention on very straight lashes, apply while lashes are warm from a quick blow-dry (low heat)

3) Dr. Barbara Sturm — skin-first makeup tints

High-end clinical brands moved deeper into makeup in 2025–26 by launching tints and foundations that are basically skincare in disguise. Dr. Barbara Sturm’s recent tinted serums continue this trajectory: light-to-medium coverage pigments paired with barrier-supporting actives (peptides, niacinamide analogues, gentle humectants) and microbiome-friendly prebiotics. These formulas are a practical choice for anyone who wants concealing power without compromising sensitive skin.

Who it suits:

• Sensitive or reactive skin that needs calming ingredients under makeup
• Mature skin that benefits from peptide support and light-reflecting pigments
• Busy professionals who want makeup that simplifies steps — tint plus treatment

Patch test advice: Apply a small amount behind the ear for 24–48 hours to confirm tolerance to actives like peptides or botanical extracts.

4) By Terry and Chanel — nostalgia + reformulation

With social trends reviving 2016-era looks, brands like By Terry and Chanel are relaunching beloved formulas with modern upgrades: cleaner preservatives, better pigment dispersions for non-cakey wear, and improved SPF integration where appropriate. These aren’t just repackaged relics — they’re designed to satisfy nostalgia while matching contemporary expectations for longevity and skin compatibility.

Who it suits:

• Fans of the original formulas who want an upgraded experience
• Consumers looking for iconic textures with cleaner ingredient profiles

Buy tip: If you loved a discontinued shade, compare swatches under natural light and request a sample when possible; reformulations can shift undertone and finish.

5) Uni, EOS, Phlur — upgraded body care for scent layering and faster absorption

Body care is no longer an afterthought. Uni, EOS and Phlur rolled out upgraded body textures — serums, somatic butters and absorbent oils — that prioritize fast absorption, non-greasy finishes and scent compatibility with fragrances launched the same season. Expect body formulas that play well under perfume and stand up to modern life: exercise, quick-dry clothing, and multi-step layering.

Who it suits:

• Perfume fans who want body moisturizers that don’t mute fragrance
• Dry-skin sufferers who need intensive hydration without residue
• Travelers looking for compact, multi-use textures

Formulation innovations to watch in 2026

Beyond individual products, these are the formulation shifts shaping the best new makeup and launch strategies right now:

• Micro-encapsulation: Actives and pigments encapsulated for controlled release — longer wear and gentler initial contact for sensitive skin. (Related reading on how lab advances speed development: the future of fragrance labs.)
• Microbiome-friendly ingredients: Prebiotics and gentle surfactants to avoid disrupting skin flora, increasingly standard in foundations and tints.
• Waterless and solid formats: Concentrated sticks and powders that reduce transport weight and preserve sensitive actives.
• Hybrid makeup–skincare: Foundations and tints that actively support barrier repair, with clinically supported actives.
• Refillability and low-waste packaging: Now a mainstream expectation for prestige launches, not just niche brands. See approaches to sustainable, small-batch packaging in other categories for inspiration.

How to match a new formula to your skin and lifestyle

Choosing among the hundreds of 2026 beauty launches is easier when you map formula features to real-life needs. Use this quick-match guide when shopping:

• Oily/combination skin: Look for oil-free, waterless powders or mattifying tints with sebum-controlling silica blends.
• Dry/mature skin: Seek hybrid tints with humectants (glycerin, squalane) and light-reflecting pigments; avoid heavy mattes.
• Sensitive skin: Prioritize fragrance-free, microbiome-friendly formulations and products with short, transparent ingredient lists.
• Active lifestyles: Water-resistant mascaras and smudge-proof tints are best; check for alcohol content if you have dry skin.
• Travelers: Solid balms, refillable pacts and concentrated fragrances reduce TSA hassle and leakage — consider travel-ready kits like in‑flight creator kits for compact solutions.

Testing, patching and buying — practical tips before you click "buy now"

1. Request samples or buy travel sizes when possible. New formulations can feel different in real life than in marketing images.
2. Patch test pigment tints and skincare-makeup hybrids for 48 hours on the inner arm or behind the ear.
3. Check the active delivery: if a product claims sustained release or encapsulation, look for ingredients like liposomal carriers, encapsulated peptides, or cyclodextrins.
4. Layering checklist: Test how a new body or face product sits under your daily fragrance and sunscreen. Products that ball-up or pill likely have incompatible silicones or wax blends.
5. Compare claims: “Waterproof,” “smudge-resistant,” and “long wear” have different testing standards. Look for brands that publish test methods or provide wear-time data. For deal hunting and timing your purchase, use monitoring tools and alerts to catch sales and early refill drops (monitoring price drops).

Application strategies that make new formulas perform better

Small technique changes unlock big performance gains from new launches:

• Mascara: Warm the wand (rub briefly between palms), then apply two light coats instead of one heavy coat for volume without clumps. If you’re experimenting at home, pair product tips with safe DIY resources like natural mascara recipes for ingredient awareness.
• Tints & foundations: Apply with a damp sponge for thinner emulsions and with fingers for balmier hybrids to melt product into skin.
• Fragrance layering: Start with an unscented or slightly scented body oil, then mist perfume — it extends sillage without competing notes. For broader guidance on creating a cohesive scent wardrobe, see our primer on a scented capsule wardrobe.
• Body serums: Apply on damp skin after showering for best absorption and longer-lasting hydration.

How we curated these picks (credibility & experience)

This selection comes from weekly monitoring of industry roundups, press releases and early user feedback across January 2026 launches plus hands-on sampling of priority items. We prioritize items that demonstrate one or more of the following: measurable formulation innovation, meaningful sustainability upgrades (refill systems, waterless formats), or clear utility for a specific skin or lifestyle profile. Where available, we cross-referenced lab published ingredients and brand testing claims.

What to expect next — 2026 predictions

Here are the trends that will shape the next wave of launches through 2026:

• AI-driven shade matching moves from boutique apps into in-app store experiences that adjust for lighting and skin undertone more reliably. Expect AI features to migrate into retail discovery tools and recommendation engines.
• Microbiome and barrier-first makeup will become standard language for mid- and prestige-tier foundations and tints.
• Lab-grown actives (fermentation-derived peptides and cruelty-free cellular lipids) will feature more prominently, offering performance without supply-chain volatility.
• Refill-first product ecosystems will grow beyond premium brands into mass-market lines as consumers demand lower-waste options.

Bottom line: Which launches are worth buying now?

Buy if a new product solves a real problem you have — lift for straight lashes, a skin-supporting tint for sensitive aging skin, or a fast-absorbing body product that layers with perfume. Be skeptical of hype: press stunts and influencer pushes signal attention, not necessarily superior formulation. Prefer products that publish ingredient transparency, offer samples or travel sizes, and align with your lifestyle (active, travel, sensitive skin). The picks above represent the best combinations of innovation, real-world utility and buy-now accessibility from the latest 2026 beauty launches.

Actionable next steps

• Start with one purchase: choose the product that addresses your primary pain point (e.g., mascara for lift, tint for barrier support).
• Patch test new skincare–makeup hybrids for 48 hours before daily use.
• Sign up for brand refill notifications — many early refill programs sell out fast in 2026.
• Try the Rimmel Thrill Seeker if your lashes need dramatic lift; pick Jo Malone for a modern collectible fragrance that layers.

Final thoughts

2026’s early beauty launches prove the category is creative and pragmatic at once: brands are mining nostalgia while pushing formulation science forward. That gives consumers a rare advantage — you can have the best of both worlds if you shop intentionally. Use the guidance above to cut through the noise, and treat launches like targeted upgrades rather than impulse buys.

Ready to test the best new makeup of 2026? Explore our curated picks, read full ingredient breakdowns, and snag samples or travel sizes before you commit. Buy with confidence — and let us know which launch becomes your new staple.

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