NEW LAUNCHES

The Most Exciting New Makeup Releases Arriving in January

Here's your guide to every exciting January makeup launch coming to market, including a slew of affordable drugstore launches.?
Best New Makeup Releases of January 2021
Courtesy of brands

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 — and now that 2021 has just begun, brands are putting their best feet forward and kicking off the year with their best launches yet.?

With each new product, 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 might be.

Now that the new year is underway, it's time to set some new year's beauty resolutions. It's out with the old (and expired) products from years past and in with new formulas, shades, and scents. So just as we always do with hair and skin care, we'll list the new makeup dropping in January that we recommend adding to your cart. Wear these products with pride to your next Zoom meeting, socially distanced outing, or just for fun while experimenting at home. 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.

  • Maybelline New York TattooStudio 36HR Longwear Brow Pencil on white background
    Courtesy of brand
    1/5

    Maybelline New York TattooStudio 36HR Longwear Brow Pencil

    Maybelline New York is beginning the new year with a treasure trove of lip, face, and eye products — and our favorite is undoubtedly the TattooStudio 36HR Longwear Brow Pencil. This sharpenable pencil glides on like a gel but acts like a powder, so it's perfect for anyone who likes their brows on the softer, fluffier side.?

    $9 (Shop Now)

  • Courtesy of brand
    2/5

    L'Oréal Paris Infallible Fresh Wear Foundation-in-a-Powder

    Another member has just joined L'Oréal Paris's prolific Infallible family: Fresh Wear Foundation-in-a-Powder. As a full-coverage powder, this formula can be worn on its own or be used to set a liquid foundation — plus, it comes in 16 shades spanning from fair to deep.?

    $12 (Shop Now)

  • Courtesy of brand
    3/5

    Joah Beauty Crystal Glow Tinted Luminizer Stick

    Joah Beauty continues to combine K-beauty concepts with affordable pricing with its new Crystal Glow collection. The Tinted Luminizer Stick from the line, shown above, is the ultimate complexion multi-tasker. With a lightweight and dewy finish, it can be used as a subtle skin tint, layered up as a foundation, or as a wet-looking highlighter when applied to the high points of the face.?

    $16 (Available January 12)

  • Courtesy of brand
    4/5

    It Cosmetics Pillow Lips Solid Serum 5-in-1 Tinted Gloss

    Pillow Lips Solid Serum 5-in-1 Tinted Gloss, the latest from It Cosmetics, supplies all the color of a tint and all the shine of a gloss — plus, thanks to hyaluronic acid, all the hydration of a balm. Its range of nude, red, and pink hues (like 11:11, above) has shades just about anyone will love.

    $24 (Shop Now)

  • Courtesy of brand
    5/5

    No7 The Full 360 Ultra Mascara

    With reparative vitamin E, No7's new Full 360 Ultra Mascara help prevent lash breakage — and that's not even the best part. This dense, hourglass-shaped brush ensures every single lash gets evenly coated.?

    $11 (Available January)

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