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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.?

By Nicola Dall'Asen

January 19, 2021
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Best New Makeup Releases of January 2021
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    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
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      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)

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      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)

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      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)

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      Courtesy of brand
      4/26

      Becca Cosmetics Light Shifter Dewing Tint

      Becca Cosmetics offers a new take on tinted moisturizers with Light Shifter Dewing Tint, a featherweight and dewy formula that evens out the skin tone with minimal pigment. Pair it with the brand's Light Shifter Finishing Veil powder for an airbrushed look and semi-matte finish.?

      $30 (Shop Now)

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      Courtesy of brand
      5/26

      Bite Beauty Upswing Full-Volume Mascara

      Upswing Full-Volume Mascara, the latest from Bite Beauty, pairs an hourglass-shaped brush with rigid and widely spaced bristles that can amp up eyelash volume with just a few swipes. An added bonus? This formula's entirely vegan.

      $28 (Shop Now)

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      6/26

      Mob Beauty Palette 6+

      Mob Beauty, an eco-friendly new brand founded by beauty industry veterans, launched this month with a slew of products like the Palette 6+, a blank palette that you customize with any selection of eye shadows, eyeliners, highlighters, blushes, and bronzers you please.

      $30-$195 including interchangeable product pans (Shop Now)

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      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)

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      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)

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      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)

      • Pinterest
      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)

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      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)

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      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)

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      Courtesy of brand
      13/26

      Revlon So Fierce! Big Bad Lash Mascara

      The bright red tube is only the first eye-catching thing about Revlon's new mascara. So Fierce! Big Bad Lash grips lashes with a curvy brush and a thick, volumizing formula.?

      $10 (Shop Now)

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      14/26

      Gucci Flora Limited-Edition Gorgeous Gardenia Eau de Toilette

      The smell of red berries, gardenias, patchouli, and brown sugar come together in Gucci's sweet and flowery Flora Gorgeous Gardenia fragrance, which has just been repackaged in a limited-edition lavender bottle.?

      $80 for 1.6 ounces (Shop Now)

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      Courtesy of brand
      15/26

      Huda Beauty #FauxFilter Luminous Matte Foundation

      Huda Beauty is giving a massive upgrade to one of its best-selling products, the #FauxFilter Foundation. With a more satin-like finish and no fragrances, #FauxFilter Luminous Matte Foundation is the perfect response to years of customer feedback.

      $40 (Available January 25)

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      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)

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      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)

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      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)

      • Pinterest
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      19/26

      Victoria Beckham Beauty Future Lash Mascara

      At last, Victoria Beckham's classic smoky eye has met its mascara match. Her brand's latest launch, Future Lash, is lengthening and lifting, giving lashes just enough darkness and curl that people might be led to believe they're still in their natural state.?

      $28 (Shop Now)

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      20/26

      Benefit Cosmetics Porefessional Super Setter

      Plenty of us have fallen head over heels for Benefit Cosmetics' Porefessional makeup primer at one point or another. Now, fans of the products can experience that same longevity with the Porefessional Super Setter, a setting spray that keeps makeup in place without drying out skin, thanks to its alcohol-free formula.?

      $32 (Shop Now)

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      21/26

      Urban Decay Stay Naked Hydromaniac Tinted Glow Hydrator

      Don't let the word "tinted" in this product's name fool you; Urban Decay's Stay Naked Hydromaniac Tinted Glow Hydrator actually has medium coverage that's just effective enough to cover blemishes and dark circles.?

      $29 (Shop Now)

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      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)

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      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)

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      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)

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      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)

      • Pinterest
      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)

    Keywordsmakeupnew launchesbest makeupbeauty productsshopping guideshoppingeyelinerLiquid linerlip oilFoundationLipstickproductsnew makeup
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