All the Best New Makeup Launching in August
With new makeup dropping at dizzying daily rates, we've decided to make it easier for you to sort through the selection of the latest liners, lipsticks, and the like. Allure editors eagerly pore over every new launch and emerging brand to find the standouts in the bright, shimmery selections each month. Although we're partial to our particular favorites, heart rates spike with every exciting makeup release. Who knows, maybe there will be some newfangled primer that actually works for our finicky skin types or an innovative mascara that truly checks off every box of our lash criteria.
With each launch, seeing what innovations beauty brands come up with to improve a formula or design is always thrilling. 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 market: finding new makeup treasures to help us present our best, truest selves to the world — no matter how colorful or minimalist our go-to looks may be.
Due to the COVID-19 pandemic, we understand you might not be on the hunt for new beauty products right now. That said, we know from lots of personal experience just how big an impact a swipe of mascara or a bold new lipstick can have on your mood. So just as we always do with hair and skin care, we'll list the new makeup dropping in August that we recommend adding to your cart. You can also check out last month's launches that we're still loving.
All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.
Courtesy of brand1/29Charlotte Tilbury Pillow Talk Push Up Lashes
Yes — Charlotte Tilbury's beloved Pillow Talk makeup range has just welcomed its first mascara to the family. Pillow Talk Push Up Lashes features a slim, diamond-shaped brush that delivers both length and volume.
$29 (Available August 26)
Courtesy of brand2/29Stila Cosmetics Kaleidoscope Eye Shadow Duo
Each of Stila's Kaleidoscope Eye Shadow Duos comes with two buttery metallic shades — one light and one dark — which is all you need to create a multidimensional eye look. It comes in two shade selections: Velveteen Dream (shown above) and Classic Cashmere, a pairing of soft champagne pink and cool chocolate brown.
$28 (Shop Now)
Courtesy of brand3/29Maybelline New York Lasting Fix Banana Powder
Don't let the color of Maybelline New York's Lasting Fix Banana Powder scare you. The yellow tint of this affordable setting powder is designed to offset blue and purple undertones, which makes it perfect for concealing and setting dark circles.
$10 (Shop Now)
Courtesy of brand4/29It Cosmetics Brow Power Filler Eyebrow Gel
It Cosmetics aims to narrow your eyebrow routine down to one step with the Brow Power Filler Eyebrow Gel. The stiff, triangular applicator allows for maximum precision, meanwhile, the fibrous formula builds on brow hairs for a thick and fluffy end result.
$24 (Shop Now)
Courtesy of brand5/29Bobbi Brown Vitamin Enriched Eye Base
Courtesy of brand6/29Zoya Nail Polish in Andrea
Zoya's fall collection, Lucious, rings in the fall season with a 12-shade range of dark and moody metallic nail polishes like Andrea (shown above), a cool-toned purple with a touch of iridescent green glitter.
$10 (Shop Now)
Courtesy of brand7/29Lano Watermelon Lip Water
Lano calls its latest launch "basically watermelon juice for your lips," and who wouldn't want that during the hottest time of the year? Watermelon Lip Water has a subtle pink tint and comes packed with hydrating hyaluronic acid and lanolin.
$17 (Shop Now)
Courtesy of brand8/29Tom Ford Black Orchid Parfum
Few designers make fragrances as intoxicating as Tom Ford, and its new and improved Black Orchid Parfum is a prime example. In the most potent version of the fragrance ever made, black truffle, orchid, plum, and rum combine for a scent that's sure to cause the best kind of headrush.
$150 for 1.7 ounces (Shop Now)
Courtesy of brand9/29HipDot FacedByKareem Eye Shadow Palette
As the first in a series of collaborations with upcoming beauty influencers, HipDot has debuted a collection with makeup artist Kareem Maliek Rogers. The collection's star, the FacedByKareem palette, combines 15 matte and metallic shades that Rogers says are universally flattering.
$26 (Shop Now)
Courtesy of brand10/29Dominique Cosmetics Beautiful Mess Liquid Eye Shadow
If you like makeup that looks like it came from another planet, let us show you Dominique Cosmetics's Beautiful Mess Liquid Eye Shadows. Like the blue-green shade Cold Heart shown above, most of these creamy liquid eye shadows shift between vibrant metallic colors in direct light.
$20 (Shop Now)
Courtesy of brand11/29Exa High Fidelity Semi-Satin Foundation
The team behind clean beauty retailer Credo has just launched its own makeup brand, Exa. Its first launch, High Fidelity Semi-Satin Foundation, provides medium coverage with a lightweight feel in 43 diverse shades.
$38 (Shop Now)
Courtesy of brand12/29Benefit Cosmetics Brow Microfilling Pen
With a flexible three-pronged felt applicator, Benefit's Brow Microfilling Pen can create multiple hair strokes at once, making it a fast and easy way to fake a really good microblading job.
$25 (Shop Now)
Courtesy of brand13/29Essence Bye Bye Panda Eyes Mascara
We're not sure which part of Essence's new Bye Bye Panda Eyes Mascara is our favorite: the lengthening, tubular formula that makes it easy to wash off, or the fact that it costs less than our morning latte.
$5 (Shop Now)
Courtesy of brand14/29Elaluz Lip & Cheek Stain
Elaluz, a new brand from influencer Camila Coelho, debuted this month with two soothing lip products: the 24K Lip Therapy lip mask and the Lip & Cheek Stain, a red jelly-like tint that makes you look like you've been wandering around a berry patch.
$34 (Shop Now)
Courtesy of brand15/29Pat McGrath Labs Mthrshp Rose Decadance Eye Shadow Palette
Pat McGrath Labs Mthrshp Rose Decadance Eye Shadow Palette contains six of McGrath's epic matte and metallic eye shadows. You can see it in action in Cardi B's "WAP" music video, where the palette made a sneaky world debut.
$65 (Available August 12)
Courtesy of brand16/29Stoney Clover Lane Hello Kitty Large Pouch
Hello Kitty fans are getting a huge treat this month, thanks to Stoney Clover Lane's latest collection in collaboration with the cartoon cat. You can store all the makeup you'd ever need in the collection's Hello Kitty Large Pouch, which comes in four different designs including the face and bow theme shown above.
$98 (Shop Now)
Courtesy of brand17/29Anastasia Beverly Hills Brow Pen
This month, the eyebrow experts at Anastasia Beverly Hills are launching what's sure to become an immediate staple in your kit if you like your brows big and fluffy. The brush-tip applicator on the Brow Pen flicks against skin gently, leaving behind ultra-light, hair-like strokes.
$22 (Shop Now)
Courtesy of brand18/29Rebecca Minkoff Eau De Parfum
The first fragrance ever from fashion designer Rebecca Minkoff, this namesake scent combines top notes of coriander, bergamot, and cardamom, layered on top of tobacco, jasmine, and patchouli — all packaged in recycled glass.
P.S. A 0.27-ounce bottle is also available with a Scentbird subscription for $14.95 a month. Learn more here.
$95 for 3.4 ounces (Shop Now)
Courtesy of brand19/29Becca Cosmetics Zero No Pigment Virtual Foundation
Becca Cosmetics might've figured out the future of makeup with its Zero No Pigment Virtual Foundation, a colorless foundation that evens out imperfections on any and all skin tones. Like your favorite matte face primer, this "virtual foundation" has a cooling gel-cream texture you can apply with your fingertips.
$36 (Shop Now)
Courtesy of brand20/29One/Size Patrick Starrr Visionary Eye Shadow Palette
Courtesy of brand21/29Kjaer Weis LightSlip Powder Highlighter
The sheer and opalescent pigments in Kjaer Weis's new LightSlip Powder Highlighter make it ideal for no-makeup makeup days. Swipe it around all the high points of your face for a slight dew that isn't super glossy or glittery.
$58 (Shop Now)
Courtesy of brand22/29It Cosmetics Your Skin But Better Foundation + Skin Care
Just like it says in the name, It Cosmetics's latest foundation combines the powers of medium-coverage pigments with staple skin-care ingredients. Available in 40 diverse shades, Your Skin But Better Foundation + Skin Care comes packed with hyaluronic acid, aloe vera, and vitamins C and E.
$40 (Shop Now)
Courtesy of brand23/29Rituel de Fille Color Nectar Pigment Balm
One little compact of Rituel de Fille Color Nectar Pigment Balm basically has your whole makeup routine covered. These jelly-like balms can be used as blushes, eye shadows, or lipstick — don't get them confused with the average multi-use balm, though, because these suckers are pigmented.
$24 (Shop Now)
Courtesy of brand24/29L'Oréal Paris True Match Eye Cream in a Concealer
You can cover and treat dark circles all at once with the latest concealer from L'Oréal Paris: True Match Eye Cream in a Concealer. This creamy formula comes packed with hyaluronic acid to plump and hydrate the skin while it conceals.
$12 (Shop Now)
Courtesy of brand25/29Maison Christian Dior Oud Rosewood Fragrance
Leathery oud and fresh sandalwood swirl together in Oud Rosewood, the newest fragrance from Maison Christian Dior. In other words, it's basically the fall season in a bottle.
$220 for 4.2 ounces (Shop Now)
Courtesy of brand26/29Urban Decay All Nighter Glow Primer
Like its beloved setting spray counterpart, Urban Decay All Nighter Glow Primer keeps makeup in place, summer and sweat be damned. But this gel formula glides onto bare skin like a moisturizer to give a dewy finish to any look.
$36 (Shop Now)
Courtesy of brand27/29Orly Nail Lacquer in Red Rock
To kick off the final stretch of summer, Orly launched the Desert Muse Nail Lacquer collection, A six-shade line chock full of deeper, muted shades that'll carry your manicures right into fall. Red Rock (shown above), for example, is just bright enough for summer but has a burnt orange undertone that'll match the fall foliage perfectly.
$10 (Shop Now)
Courtesy of brand28/29Haus Laboratories Eye-Dentify Gel Pencil Eyeliner
With 20 unique shades in matte and glitter finishes, Lady Gaga's latest creation is designed to turn heads. The Eye-Dentify Gel Pencil Eyeliner doesn't just boast a pretty color selection — this budge-proof formula delivers one-swipe pigment that could last a zombie apocalypse.
$18 (Shop Now)
Courtesy of brand29/29Milk Makeup Kush Liquid Eyeliner
If you're picky about your eyeliner like we are, turn to Milk Makeup's Kush Liquid Eyeliner. A life-proof formula and pitch-black pigments give this eyeliner everything you need and more.
$22 (Shop Now)
