New Makeup Releases: Release Dates, Shades & Prices

Revealing the new Sakura Palette by Alter Ego, where eyes flourish in radiant bloom.

This captivating palette showcases a harmonious selection of 15 gentle shades, ranging from soft pinks to lush greens.

Mark your calendars for the launch on August 17th at 10 am PST, exclusively on shopalterego.com.

Introducing the Luis Torres x Beauty Creations Vol. 2 Collection, showcasing an array of truly distinct, vibrant, and unprecedented products.

Overdressed Shadow Palette ($27) - a versatile selection of matte and shimmer shades, this palette effortlessly transitions you from your daytime endeavors to late-night disco adventures.

True Treasures Cream Shadow Crayons ($16) - multi-purpose crayons redefine versatility, functioning as both eyeshadow and eyeliner, granting you effortless control over your desired makeup look.

Kill This Love Lip Quad ($24) - this dynamic assortment boasts an array of finishes and shades that empower you to continuously reinvent your appearance.

It’s A Vibe Face Palette ($22) - complete with blush, contour, and highlight shades:

• Don’t Stop! — A bubble gum pink with a shimmer finish
• Feel the Music — A light salmon shade with a matte finish
• Let it Flow — A salmon rose with a matte finish
• I’ll Take You There — A cool-toned chestnut shade with a matte finish
• Magic — A warm medium brown with a golden undertone and a matte finish.

My Essentials Shadow Sponge Sticks ($18)- seamlessly transform from cream to powder, bestowing a refined, impeccably blended appearance. The effortless glide-on attribute ensures a smooth application, fortified by a long-lasting formula.

The PR Box - $110

Are you excited to explore each product? Keep an eye out for the launch on August 17th, exclusively on beautycreationscosmetics.com.

I've been sticking with an Elf highlighter brush that Jessica Braun recommended a while back, but I'm starting to wonder if there might be a more effective option out there.

The EOS Bedazzled Birthday Cake Lip Balm presents an exciting novelty – a vanilla cake, buttercream icing, and rainbow sprinkle flavored lip balm – in a splendidly adorned packaging crafted to commemorate EOS's anniversary festivity. The product exudes reminiscent BeDazzler aesthetics, which I find truly captivating!

You can pre-order the EOS Bedazzled Birthday Cake Lip Balm now for $9.99 on the brand’s website. It’s available for a limited time only.

Price: 9,99$

Preorder is available on their website evolutionofsmooth.com

This exclusive offer is accessible for a restricted period!

Presenting the latest fragrance release from Coach - Love Eau de Parfum. This fragrance is a tribute to the vibrant and universal emotion of love, celebrating its myriad expressions.

Crafted for women, Coach Love Eau de Parfum falls within the Floral Fruity fragrance category. Indulge in the captivating harmony of wild strawberry, red velvet rose, and cedarwood, beautifully encapsulating the spirit of love in this exquisite Coach fragrance.

Prices: $72 / $89 / $112

Shop now at ulta.com.

Introducing the highly anticipated Halo Horizon and Eternal Collection, featuring a stunning array of shades designed to capture your imagination.

With 12 Eternal Shades, this collection offers the perfect palette for achieving one-shadow looks that provide an everyday vibe while offering a captivating shift. Additionally, there are 6 Halo Horizons, each boasting exquisite shifty halos.

Price: Eternal Shades - $22 each, Halo Shades - $20 each

Available now at shinebysdcosmetics.com.

Discover the new Powermatte High-Intensity Lip Pencil by NARS, where strength meets accuracy. This lip product is infused with 12-hour staying power, delivering a captivating matte finish. The creamy texture transforms into a matte seal, effortlessly providing a strong burst of color.

You can choose from a range of 10 transfer-proof shades, each offering rich color that remains vibrant all day, thanks to the Power Pigment Complex - a dynamic blend of pure pigments and color-locking elements.

Designed as a sharpenable pencil, it ensures precise application, offering packed pigment while ensuring comfortable wear. The cream-to-matte transformation smoothly glides onto lips, creating a striking matte finish.

Price: $30

Coming soon to narscosmetics.com.

Presenting the exciting Forget Me Not brush set by Blend Bunny Cosmetics! Crafted with the aim of providing multi-functionality and convenience, these brushes have been carefully designed for effortless on-the-go application.

Boasting a soft, synthetic, and delightfully fluffy texture, the Forget Me Not Palette was born out of the creator's desire for a versatile solution that caters to various makeup needs while traveling.

But as the colors came together, it became clear that it wasn't just practical – it also became a great choice for bridal, client, and neutral glam looks. So, the name was chosen to remind people not to leave it behind while also hinting at its romantic vibe for weddings and honeymoons.

Mark your calendars for August 18th when the launch is scheduled on blendbunnycosmetics.com.

Closure update: Cover FX announced on January 22, 2026 that it was winding down, and the brand's own shop now shows the message "Our shop is now closed." This post records the details of the August 2023 launch of the Total Cover Cream Foundation, a full-coverage foundation Cover FX pitched as capable of handling any skin challenge.

What Was the Total Cover Cream Foundation?

Cover FX launched it as a formula that delivers the absolute maximum coverage, meant to handle any skin challenge. The launch announcement described a luxurious, silky and creamy texture that blends effortlessly, with a seamless application "that feels like a dream." It was announced as a "save the date" launch exclusive to CoverFX.com on August 15.

Who Was It For?

Our take: a maximum-coverage cream foundation is aimed at people who want to cover redness, discoloration or scarring with one product, more than at people who want a natural skin-like base. We haven't tested it, and the launch announcement doesn't name specific skin concerns.

What Happened to Cover FX?

According to Beauty Independent, Cover FX announced on January 22, 2026 that it would begin winding down, citing tariffs and a shifting global market. The brand had exited Sephora in 2021 and Ulta Beauty in 2022, before the closure announcement.

Are There Other Full-Coverage Options on Our Site?

Our take: for a budget full-coverage base, see our e.l.f. Hydrating Camo CC Cream SPF 30 guide, which lists 30 shades at $16 and calls itself full coverage. It is a different formula (a dewy CC cream), so it may not suit someone who wants a matte, heavy-duty finish.

What Is Confirmed, and What Is Not?

Confirmed: the August 15, 2023 exclusive launch on CoverFX.com and the product description come from Cover FX's announcement. The closure announcement comes from Beauty Independent, and the "shop is now closed" message is on Cover FX's own site.

Not confirmed: the launch price, the shade range (a search summary suggested about 40 shades, which we could not verify), and whether the product is still sold anywhere.

September 21, 2026 update: we re-checked Cover FX's site and found the closure notice. Treat this page as a record of the launch, not a buying guide.

Did you wear it? Tell us how it performed in the comments.