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.

  • Fenty Beauty Pro Filt'r Soft Matte Powder Foundation on white background
    Courtesy of brand
    1/26

    Fenty Beauty Pro Filt'r Soft Matte Powder Foundation

    Fenty Beauty has given its beloved Pro Filt'r range yet another family member: Pro Filt'r Soft Matte Powder Foundation. Much like its liquid siblings, this buildable and crease-resistant pressed powder comes in 50 diverse shades.

    $36 (Shop Now)

  • Courtesy of brand
    2/26

    Essie Expressie Dial It Up Collection

    If the sound up dial-up internet still makes you cringe, you'll already be familiar with all 10 of the new (and vegan) Essie Expressie shades because the Dial It Up collection is directly inspired by the World Wide Web's early days. The creamy banana-yellow shade above is called Sh00k.?

    $9 (Shop Now)

  • Courtesy of brand
    3/26

    Anastasia Beverly Hills Brow Freeze

    Consider Anastasia Beverly Hills Brow Freeze the key to soap brows minus the soap. This incredibly strong, clear eyebrow wax delivers the same fluffed-up look without the risk of irritation or messed-up foundation.?

    $23 (Shop Now)

  • Courtesy of brand
    7/26

    Charlotte Tilbury Hyaluronic Happikiss Lipstick Balm

    Packed with peptides and, obviously, hyaluronic acid, Charlotte Tilbury's new Hyaluronic Happikiss Lipstick Balm brings all the reparative elements of a balm with the high pigment level of a lipstick. It's available in 10 classic red, nude, and pink shades (including Passion Kiss, above).?

    $34 (Shop Now)

  • Courtesy of brand
    8/26

    Chantecaille Cushion Skin-Care Foundation

    The Cushion Skin-Care Foundation by Chantecaille is certainly a splurge, but there's a great cause behind this blurring, medium-coverage formula. Proceeds from each cushion sold help benefit baby elephants rescued by Sheldrick Wildlife Trust, an organization dedicated to preserving East African wildlife.?

    $128 (Shop Now)

  • Courtesy of brand
    9/26

    Essence Makeup Prime+ Studio Hydrating + Skin Refreshing Primer

    If January's brittle weather is drying you out, makeup might not be vibing with your skin like it normally would. In that case, pick up a primer that's stacked with extra hydration from ingredients like hyaluronic acid, which is found in Essence's Makeup Prime+ Studio Hydrating + Skin Refreshing Primer.?

    $5 (Shop Now)

  • Courtesy of brand
    10/26

    Physicians Formula Matte Monoi Butter Bronzer

    Physicians Formula infused its Matte Monoi Butter Bronzer with moisturizing ingredients like coconut oil and murumuru butter to deliver a formula that's just as nourishing as it is warm — not a bad way to add depth to your winter makeup looks.?

    $13 (Shop Now)

  • Courtesy of brand
    11/26

    Olive + June Nail Primer

    It's tough to keep a manicure in pristine condition, even when you spend most of your time at home, but Olive + June's new Nail Primer creates a dry base that nail polish can stick to, giving you a little extra time to enjoy that fresh paint.?

    $10 (Shop Now)

  • Courtesy of brand
    12/26

    Flower Beauty Get Real Serum Foundation

    No-makeup makeup is the name of the game when it comes to Flower Beauty's latest launch, Get Real Serum Foundation. This water-based foundation has a light coverage you can build to your liking and a satin finish for skin that almost looks bare.?

    $15 (Shop Now)

  • Courtesy of brand
    16/26

    Sally Hansen Spa Collection Revive Peel-Off Nail Mask

    Dry nails and cuticles just became way easier to treat, thanks to Sally Hansen's Spa Collection Revive Peel-Off Nail Mask. Before your next at-home manicure, let the reparative vitamin E in this treatment work its magic before you peel it off and move right on to your base coat.?

    $8 (Shop Now)

  • Courtesy of brand
    17/26

    Tom Ford Costa Azzurra

    We don't know from experience what it's like to spend a summer vacation yachting on the Italian coast, but we're pretty sure Tom Ford's latest concoction is pretty damn close. Costa Azzurra melds juniper with oak and other herbaceous notes in a scent that can only be described as beachy.?

    $134 for 1.7 ounces (Shop Now)

  • Courtesy of brand
    18/26

    L'Ore?al Paris Skin Paradise Tinted Moisturizer

    Sensitive-skinned or acne-prone folks, this one's for you. Not only is the L'Ore?al Paris Skin Paradise Tinted Moisturizer water-based — it's also oil-free and comes packed with soothing aloe vera and clarifying witch hazel.?

    $17 (Shop Now)

  • Courtesy of brand
    22/26

    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
    23/26

    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
    24/26

    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
    25/26

    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)

  • Courtesy of brand
    26/26

    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)

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