L'Oréal Paris New Releases

L'Oréal Paris Volume Liberté Volumizing Mascara is what the brand calls its first-ever click mascara, with an S-shaped fiber brush. It costs $15.99 at lorealparisusa.com, Ulta Beauty and Amazon ($12.99 at Target), and L'Oréal Paris announced its US launch on 2 November 2026. The tube uses a gold button to release the cap instead of a standard twist-off cap.

Updated 3 November 2026: in stock at Ulta Beauty and Amazon US; available to add to cart at Target; listed at $15.99 on lorealparisusa.com.

Release Date

L'Oréal Paris announced Volume Liberté on 2 November 2026 in a PR Newswire release from New York. The release said the mascara "is available now on Amazon.com and in-store nationwide for $15.99". The brand posted it on Instagram on 3 November 2026. The product page on lorealparisusa.com was already live by 10 October 2026, when the Italian blog Nuvole di Bellezza covered it.

The launch is fronted by Adria Arjona's first L'Oréal Paris product campaign. It also features Global Ambassador Eva Longoria and was directed by Colin Cardo on the rooftop of the Théâtre du Châtelet in Paris.

Price

• US: $15.99 on lorealparisusa.com, at Ulta Beauty and at Amazon. Target lists the 791 Black shade at $12.99.
• UK / Europe: Not yet announced.

Shades

The US site lists three shades:

• Blackest Black
• Black
• True Brown

L'Oréal Paris suggests a deep black if you have darker hair and want dramatic volume. It suggests a softer black or brown-black if you have lighter hair and want a more natural-looking effect.

The brand's global Instagram post names the shades as Black, True Brown and a Waterproof version, and its photo shows a tube labelled "Waterproof". The waterproof version appears in the global campaign but is not listed in the US yet. L'Oréal's US Consumer Care said on the product page that "for now, it is not sold as a 'waterproof' formula."

Where to Buy

• US: L'Oréal Paris US ($15.99), Ulta Beauty ($15.99), Amazon ($15.99, Blackest Black), Target ($12.99, 791 Black)
• UK: Not yet confirmed
• International: Not yet confirmed (no listing yet in Canada or Europe, including Poland)
• Other markets: availability varies by region; more international stockists may be added.

Checked 3 November 2026: in stock at Ulta Beauty (True Brown) and Amazon US (Blackest Black); available to add to cart at Target, labelled "New at Target"; listed at $15.99 on lorealparisusa.com. It was not found on L'Oréal Paris UK, France, Germany, Italy, Poland or Canada, or at Boots, Superdrug, Douglas Poland, Notino Poland or Shoppers Drug Mart.

What Makes the Volume Liberté Mascara Different?

• Click packaging: a gold button on the front releases the cap, and the cap clicks back into the tube for what the brand describes as an airtight seal.
• S-shaped fiber brush: L'Oréal Paris says it is designed to catch and coat every lash from root to tip.
• Volume claim: the brand says the mascara is clinically proven to deliver up to +800% more volume. Its before/after lash grid carries the line "+800% more volume. Weightless feel."

It joins other mascara launches this season, including the COVERGIRL Lash Blast Showstopper Mascara and the florence by mills High Note Length + Lift Tubing Mascara.

Formula and Packaging

• Formula: According to L'Oréal Paris, the "serum-infused" formula contains Black Orchid and Panthenol (Pro-Vitamin B5) to help lashes feel soft, nourished and conditioned. The brand claims up to 24-hour wear and says the formula is smudge- and flake-resistant. It also says the mascara is ophthalmologist and dermatologist tested and suitable for sensitive eyes and contact lens wearers.
• Format: The brand says the brush helps fan and separate lashes while resisting clumps.

How to Use

L'Oréal Paris says to push the gold button to release the cap, then pull the cap upward to reveal the brush. Apply from roots to tips. Afterwards, slide the cap back into the tube and press until it clicks.

For the brand's earlier face launches, see our post on the L'Oréal True Match Lumi Le Liquid Blush, or browse all makeup releases.

Sources

• L'Oréal Paris US product page
• L'Oréal Paris press release via PR Newswire (2 November 2026)
• L'Oréal Paris global Instagram (3 November 2026)
• Retailer listings: Ulta Beauty, Amazon, Target

Introducing the new True Match Lumi Le Liquid Blush from L'Oreal - vibrant liquid pigments for a luminous burst of color. Choose from 6 shades to match your mood.

Feel the lightweight formula effortlessly blend and build, allowing you to achieve anything from a delicate hint of color to a dazzling, luminous pop of color.

Available in a range of shades, from vivid pinks to soft corals and versatile berries, it offers a lightweight feel and comes in both a dewy matte and a glowy finish.

Suitable for all skin types, including sensitive skin, and dermatologically tested.

Price: $12

Coming soon to lorealparisusa.com.

Explore the latest reveal from L'Oreal Paris - Infallible Up to 24HR Highlighter, a longwear powder highlighter designed to deliver an all-day glow.

This beloved formula is now available in a highlighter that resists heat, water, humidity, and transfer, ensuring your glow lasts from dawn to dusk.

With buildable pigments, achieve a soft, lit-from-within radiance or a high-shine finish.

Available in two radiant shades suitable for all skin types, including sensitive skin - Icy Gold for a warm glow and Champagne Glow for a pop of silver pearls.

Price: $13

Coming soon to lorealparisusa.com, so stay tuned.

L'Oreal is updating the packaging of the Lumi Glotion Natural Glow Enhancer.

This versatile liquid highlighter provides instant moisture and imparts a naturally radiant complexion. Enriched with glycerin and shea butter, it ensures intensive hydration all day.

Available in 4 shades to complement all skin tones, Lumi Glotion provides a radiant, sun-kissed look without the need for sun exposure.

Coming soon to lorealparisusa.com.

Introducing Infallible Magic Setting Spay by L'Oreal – a groundbreaking makeup setting spray that not only sets but also extends the longevity of your makeup, giving you that just-applied freshness for up to 24 hours.

Say goodbye to melting, fading, and cracking with its anti-melt, anti-fade, and anti-crack formula. Experience the micro-fine texture that delicately sets and enhances your makeup, ensuring a flawless look throughout the day.

With a remarkable drying time of just 3 seconds, it stands as the fastest-drying setting spray yet. Feel the light and non-sticky texture on your skin, providing comfort while maintaining your impeccable look.

Coming soon on loreal.com.

L'Oréal Paris introduces the Nudes of Worth Collection, featuring five new nude shades in the Color Riche Satin lipstick line.

This luxurious lipstick offers a creamy texture infused with pure, nurturing ingredients for intense hydration.

Enriched with argan oil, this formula ensures a clean application without bleeding, smearing, smudging, or feathering.

Price: $9.99

Stay tuned for the release on lorealparisusa.com, coming soon.

Define and enhance your lips with L'Oreal's latest Colour Riche Lip Liner. This smooth and creamy lip liner is designed to help you make a bold statement with your lips.

Enjoy the convenience of effortless application without the need for a sharpener – simply twist to reveal the perfect amount. Infused with omega-3 and vitamin E, the anti-feathering formula ensures a flawless finish.

Pair it with Colour Riche Original Satin Lipstick, available in 9 captivating shades for a coordinated and stunning look.

Price: $9.49 each

Find it now on ulta.com.

Introducing the new True Match Radiant Serum Concealer by L’Oréal Paris – an illuminating under-eye concealer makeup enriched with 1.5% Hyaluronic Acid and Caffeine.

Instantly camouflages dark circles, visibly reduces puffiness, and smoothens fine lines. The lightweight, crease-resistant formula, featuring 1.5% [Hyaluronic Acid + Caffeine], offers 24-hour hydration and enduring wear.

The user-friendly flat-tip iron applicator ensures effortless coverage in a single swipe, doubling as a contour tool. With 24 available shades, this dermatologist-tested concealer is suitable for sensitive skin, fragrance-free, paraben-free, non-comedogenic, and vegan.

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Now accessible on amazon.com.

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Say goodbye to clumps, flakes, and smudges, as this mascara is designed to resist all three. The innovative 5% StretchFlex Complex formula envelops each lash, providing flexible, defined volume that's truly lash by lash.

Thanks to the multi-level bristle brush, every lash is expertly coated, from the inner to the outer corner, ensuring an even application from root to tip.

Price: $15.99

Make sure to save the date – November 10th! This outstanding mascara will be making its debut on ulta.com.