Model with long black hair wearing glossy rosy blush and soft pink lips against a plain white backdrop

The byfrow Mallow Collection brings three new shades of byfrow's best-selling lip and cheek products, plus a marshmallow pink drawstring bag. The collection from Victoria Magrath's brand goes on sale on 27 October 2026 at byfrow.com, as a kit or as individual shades. byfrow hasn't announced prices yet.

Updated 25 October 2026: byfrow has confirmed the 27 October launch and named one product, Marshmallow Hue Glazing Balm SPF50. The other two shades and all prices are still to come.

Release Date

byfrow's website and Instagram both say "All the Marshmallow tones, coming 27.10.26", so the Mallow Collection goes on sale on 27 October 2026. byfrow newsletter subscribers get early access at 5pm. The brand hasn't said which day that early access opens.

Price

byfrow hasn't announced Mallow prices yet, for the kit or for the individual shades. For reference, current shades of byfrow's lip and cheek products cost £36 / $40 for the Hue Glazing Balm SPF50, £19 for the Pigment Pencil and £22 for The Lip Companion. These are prices for existing shades, not for Mallow.

What's Inside

byfrow has confirmed these contents:

  • Three new shades of byfrow's best-selling lip and cheek products
  • One marshmallow pink drawstring bag

byfrow hasn't yet named the kit, given a breakdown of its contents or listed sizes.

Products

The only product byfrow has named is the Marshmallow shade of the Hue Glazing Balm SPF50. The brand posted: "The day that we nailed the Marshmallow Hue Glazing Balm SPF50 sample. It's coming, on Tuesday." byfrow hasn't named the other two products or their shades.

byfrow's current lip and cheek products are:

byfrow's teaser flat-lay shows a pink linen byfrow drawstring bag with a pencil, a brush and gold tubes, beside a hot chocolate topped with pink and white marshmallows. The campaign shots show three models with a pink flush on their cheeks and lips. In one, a gold-cased stick is applied to the cheek.

Other marshmallow-themed launches this season include the Lip Lab Mocha Marshmallow Lip Gloss and the fragrance-side Lights Lacquer Musk Be Mallow Hair & Body Mist.

Where to Buy

  • US: byfrow.com, which shows USD prices. The Mallow price hasn't been announced.
  • UK: byfrow.com, from 27 October 2026
  • Europe: byfrow.com. Not yet confirmed at other retailers.
  • Other markets: byfrow.com. Not yet confirmed at other retailers.

What Makes the byfrow Mallow Collection Different?

  • The collection uses a marshmallow shade theme, and it comes with a marshmallow pink drawstring bag.
  • Shoppers can buy it as a full kit or pick individual shades.
  • It includes a Marshmallow shade of the Hue Glazing Balm SPF50. That product is a lip and cheek tint with broad-spectrum SPF50, according to byfrow.

Formula and Packaging

  • Hue Glazing Balm SPF50 (current formula): According to byfrow, the formula includes shea butter, avocado oil, aloe leaf extract and palmitoyl tripeptide-1. byfrow says it gives a sheer, buildable "watercolour wash" with a glazed finish, and that it is vegan and cruelty free. The current balm is 5.5g, in a 100% aluminium tube with a carton made from agricultural waste. byfrow hasn't confirmed whether Marshmallow uses the same format.

For more new releases, browse all makeup launches.

Sources