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, our heart rates spike with every exciting makeup release. Brands are always rigorously ramping up their lineups with ingenious formulas, vibrant colors, and juicy collaborations — and we’re absolutely here for it.
With each new product, it’s thrilling to see what innovations beauty brands come up with to improve a formula or design. You 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.
Just as we always do with hair and skin care, we’re sharing the new makeup dropping in July that we recommend adding to your cart. As the world slowly opens back up, wear these products with pride to your next (safe and responsible) outing, or just for fun while experimenting at home and attending your millionth Zoom meeting. If you’re curious, you can also check out last month’s launches 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.