It’s time for beauty shoppers to invest in a new berry red lipstick, peach blush or walnut brown eyeliner. Colors for Autumn/Winter 2024/2025 are infused with a “richness and earthiness that highlights our deeper connection to nature,” according to Pantone Color Institute experts.

A “compendium of warm tones derived from natural pigments, opulent mid-tones, accessible neutrals and universal greens, they are characterized by a mix of elegance and practicality linked to conscious consumption and slowing trend cycles,” said Pantone in its report. 

“Colors for NYFW Autumn/Winter 2024/2025 strive for balance between the more familiar and the new and exciting, embracing longevity and seasonless style,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “Functional and adaptable, they are reliable and robust, servicing our increasingly hybridized style of living, providing a strong chromatic foundation and, at the same time, delivering playful and energetic accents for moments of magic.”

Deeper hues are indeed a big part of seasonal color cosmetics going into September and beyond. 

Bethany Blair, senior director of content and host of IPSY’s Hitting Pan podcast, told Happi: “As the summer fades into Fall, I think full glam will make its way back into beauty trends.”

Blair added, “People love a lip trend, and I think black cherry lips will be the next one this fall. Going a little deeper for the fall, the black cherry lip is glossy, hydrated and the perfect berry-toned lip for the cooler weather. Grab a burgundy lip liner, red lipstick and a shiny lip oil, and you’re ready to go.”

Eye makeup has always been, well, a mixed bag. Some beauty enthusiasts opt for over-the-top shadows and colored liners, while others stick to the tried-and-true, seldom venturing outside of a no-makeup makeup look involving putting in tons of effort to look effortless. 

When it comes to makeup, dupes seem to be more appealing to younger consumers. While just over one-third of total makeup wearers lean into the dupe culture, this behavior is true for nearly half of Gen Z and Millennials, according to findings from Circana’s 2023 Makeup Consumer Report. These generations are also more likely to be influenced by social media. 

In 2023, for the first time, Gen Z identified social media as their top source of information for makeup products, and it is the second most popular source for Millennials. Makeup dupe videos are generating millions of views; however, while this type of content helps boost dupe acceptance and purchasing, the relationship between a dupe and the duped product is symbiotic.

While there are brands benefiting for their likeness to popular color cosmetics, it is not necessarily at the expense of those being duped. In fact, luxury and prestige brands often benefit from the increased awareness and excitement generated by the dupe. 

[Click here see US multi-outlet cosmetics sales data from Circana.]

According to Natallia Bambiza and Jaquelyn Wenskus, authors of the Circana report: “While in some cases the consumer may trade down, others may opt to try both or even stick with the ‘original.’ Thus, it’s important for luxury beauty brands to effectively communicate why their products are worth the investment—whether it’s through a focus on quality, craftsmanship, unique ingredients or other distinct benefits.”

Retail & Marketing Moves

For Fall 2024, promotions and marketing are at a premium with new ad campaigns, influencer collaborations, celebrity spokespeople and retail expansions.

Kylie Cosmetics debuted at Ulta Beauty at Target with a curated collection of Kylie’s bestselling lip products such as Matte Lip Kit, Tinted Butter Balm and High Gloss. Kylie Cosmetics launched direct-to-consumer in 2015. The brand entered Ulta Beauty in 2018. This expansion into Ulta Beauty at Target is a key milestone for the brand’s important and strategic partnerships with both retailers. 

“As Kylie Cosmetics’ first-ever retail partner, we’re so thrilled to support the brand’s continued growth and expansion as it makes its debut at Ulta Beauty at Target,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty. “We’ve been proud partners since 2018 and through this added touchpoint, we’re creating even more convenience for guests to shop and discover prestige beauty offerings from one of the most beloved brands in beauty. This next phase for Kylie Cosmetics underscores its strong resonance with beauty enthusiasts everywhere and exemplifies the unique possibilities that can come to life through our partnership with Target.”

Meanwhile, online, Too Faced is the second brand within The Estée Lauder Companies’ portfolio to open a storefront in the US Amazon Premium Beauty store. Clinique was the first.

The Too Faced Amazon storefront now includes: Better Than Sex Mascara in original and waterproof; Lip Injection Extreme and Lip Injection Maximum Plump lip glosses; top-selling Born This Way Super Coverage Multi-Use Concealer; Born This Way Natural Nudes Eyeshadow Palette, Better Than Sex Foreplay Mascara Primer; viral Cloud Crush Blush; and new launches like the Chocolate Soleil Melting Bronzing and Sculpting Stick and Kissing Jelly Lip Oil Gloss.

“We approach anything we do with a consumer-first mindset and launching Too Faced in the US Amazon Premium Beauty store is a natural fit with that strategy,” said Tara Simon, global brand president of Too Faced. “We will reach new, highly-engaged beauty consumers who will be introduced to iconic Too Faced hero products, and we will meet our current Too Faced fans in Amazon’s stores, a destination they are already shopping. We look forward to providing our consumers an immersive brand experience with engaging product education, shoppable recommendations and convenient delivery to doorsteps.”

To amplify the launch, Too Faced collaborated with lifestyle content creator Darcy McQueeny as its official ambassador for its Amazon storefront. In addition to posting her favorite Too Faced products in her Amazon storefront, McQueeny hosted other influencers at the Too Faced headquarters in June.

In the sports domain, Milani teamed with four of America’s top athletes—Team USA silver medalist gymnast Jordan Chiles, WNBA’s Sabrina Ionescu, Team USA volleyball gold medalist Chiaka Ogbogu and weightlifting champion Mattie Rogers—to spotlight its top-selling setting spray in a new beauty campaign.

Spotlighting its Make It Last setting spray, the “Face Set. Mind Set.” campaign celebrates its ability to boost confidence in makeup wearers, even professional athletes. Make It Last Original Setting Spray is a lightweight, multitasking spray made with moisture-rich glycerin and 2% antioxidant-rich niacinamide to prep, hydrate and set makeup, leaving skin with a natural finish that lasts, according to the brand.

“This campaign marks Milani’s first partnership with athletes and we are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka and Mattie for this launch,” said Milani CEO Mary van Praag. “Because our award-winning Make It Last Setting Spray lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that’s a regular workday and night out, or hours of endurance training, a game in 90-degree heat, a killer floor routine or a photo-finish moment.”

NYX Professional Makeup is also expanding its presence in women’s sports and entertainment with its first individual athlete partnership with professional gymnast Shilese Jones. The partnership with Jones will showcase the athlete in her day-to-day life—from training to competition and everything in-between —via a socially driven content series. 

“NYX Professional Makeup has been a staple in my makeup bag for as long as I can remember, so I’ve always been excited about working with the brand,” said Jones in a statement. “But what makes this partnership extra special is how NYX Professional Makeup is championing women athletes—showing off how fearless, strong and fierce we are, and expressing ourselves with makeup only further adds to our power.”

To celebrate the partnership and encourage greater visibility and education of women’s sports, NYX Professional Makeup launched more than 30 billboards across Washington and Minnesota in support of Jones’ career. 

The beauty brand, which continues to target Gen Z audiences across new demographics, is building its presence in women’s sports, having kicked off the first-ever cosmetics sponsorships of both the New York Liberty basketball and Angel City soccer teams in recent years. 

This spring, King Features Syndicate began a partnership with Rude Cosmetics to create an Olive Oyl beauty collection. This new line of “makeup meets self-care” products are now available on rudecosmetics.com and at select Kroger and other retail locations across the US. The vegan, cruelty-free collection includes a range of products that merge skincare and makeup, offering users a unique beauty experience. The collection includes several skincare-focused products such as Moisturizing Grip Primer, enriched with hyaluronic acid and niacinamide, and Instant Moisture Multi-Balm Stick infused with jojoba seed oil, shea butter and vitamin E.

“We are excited to bring Olive Oyl’s spirit of confidence and individuality to Rude Cosmetics’ new collection,” said Carla Silva, SVP/GM and global head of licensing for King Features. “This collaboration is a perfect blend of fun and function, allowing fans to embrace their unique beauty with products they can feel good about using.”

Black Radiance recently launched its first augmented reality app, Beyond Radiant. It marks the brand’s foray into the tech space, offering an immersive AR experience where Black women can be inspired to see themselves as the protagonists of their own stories. Utilizing state-of-the-art technology, Beyond Radiant immerses users into a digital cosmos surrounding four avatars inspired by boundary-pushing, Black trailblazers like NASA Astronaut Jessica Watkins and record-breaking ice skater Starr Andrews. 

The fortitude of these women can be seen in four avatars: The Boss Babe, The Champ, The Creator and The Innovator. Each avatar tells a story of ambition and success, inspiring users to embrace their unique beauty and strength while bridging generations, said the company. 

Kiko Milano tapped actor, producer, singer and niece of Julia Roberts, Emma Roberts, as its first global brand ambassador. With a heritage in creating beauty products inspired by and made in Milan, Kiko Milano says it will deliver campaign imagery bringing together Roberts’ unique style with the brand’s Italian beauty aesthetic. Check her out on this month’s cover!

“I am thrilled to partner with Kiko Milano as their new global ambassador and join them in their journey of becoming the first Italian global beauty brand!” said Roberts in a media statement. “The way they think about beauty is truly inspiring and endlessly creative! They have more colors in a single store than I have ever seen. Not to mention, their unique collaborations and limited-edition drops. I love their mission of wanting to ignite confidence in people through beauty. For me that is what real beauty is about.”

New Product News

Lip liner sales rose more than 15% in mass retailers this year, according to Circana. No surprise then that plenty of NPD focuses on the lip category.

Ilia Beauty just launched Lip Sketch Hydrating Crayon. Founder Sasha Plavsic drew inspiration from her childhood, growing up in a cedar home within the forests of the Pacific Northwest. She spent countless hours in her father’s architect studio, where the scent of his cedar pencils evoked memories that inspired Lip Sketch Hydrating Crayon.

“I remember watching my father draft plans with his graphic yet precise pencils gliding seamlessly across the page. Decades later, when I first sat down to brainstorm Lip Sketch Hydrating Crayon, the memory of those cedar pencils came into focus. I knew I wanted to create a comfortable liner with graphic precision that could also fill lips with hydrating color. And that’s how Lip Sketch took shape,” Plavsic said. “The hybrid formula glides on creamy, feels nourishing and lasts up to 12 hours. It comes in 12 soft-matte shades that can be worn alone or together. Lastly, the crayon is encased in sustainably-sourced cedar wood. Being close to the earth is soothing to the soul, and weaving a pure element into the design of this product has been really exciting.”

The latest launch at Pat McGrath is Dramatique Mega Lip Pencil. According to the company, the new product combines the performance of a lipstick with the convenience of a pencil.

“The weightless, yet long-lasting formula has intense color payoff and will leave your lips hydrated all day,” said Pat McGrath. The lip pencil is available in 12 shades.

“I developed the Dramatique Mega Lip Pencil to inspire your creativity at home. It has the intense pigment and lush texture of a lipstick, but the tapered, pencil-like tip gives you both precision and the opportunity to play,” said McGrath.

As a continuation of YSL Beauty’s Loveshine collection, the brand has unveiled Candy Glow Tinted Butter Balm. The new formula comes in six translucent shades, formulated with pH adjusting pigments with hydration for 24 hours.

Meanwhile, CoverGirl is expanding its clean beauty collection with the new Clean Eye Color Sticks. The products are touted as one-swipe eyeshadow sticks with high impact, shimmery color that lasts all day, according to the company.

These lightweight, buildable shades can be used individually or together for the perfect eyeshadow look, according to CoverGirl. The vegan eyeshadow sticks come in 12 different shades that are universally flattering and designed to complement every skin tone. 

L’Oréal Paris is also jumping into stick forms with its new Paradise Le Shadow Sticks. The gel formula features flexible emollients and long-lasting pigments in both matte and shimmer shades: Magnetic Mauve, Twinkly Rose, Alluring Rose, Magnetic Bronze, Brown Abyss, Brown Bliss, Ice Sparkle and Cloudy Rose. 

Also new at L’Oréal Paris is Infallible 24HR Brow Lamination, the latest addition to its long-wear Infallible franchise. The non-sticky, fast-drying formula lasts for 24 hours and includes an asymmetrical brush for precise application. 

Polite Society’s new Very Important Palette (VIP) features modernized must-haves of neutral shades for everyday needs. According to the company, it was designed to be a “one-and-done” Holy Grail palette of universally flattering shades in the brand’s 100% vegan, talc-free, high-performance formula. Industry veterans and creators of Too Faced, Jerrod Blandino and Jeremy Johnson, returned to the beauty world in 2023 with the launch of Polite Society, as reported in Happi.

With Goop’s beauty sales up 40% in 2023, Gwyneth Paltrow is looking to fan the flames of growth with her first mascara. FeatherLash Lifting Serum Mascara, $28, is the fourth pillar in Goop’s color cosmetics business, joining Colorblur Glow Balm, Clean Nourishing Lip Balm and Bronzing Gel.

Clinique’s Black Honey collection features two limited-edition Black Honey bestsellers—a lip and cheek oil and a mascara—and a Black Honey shade extension of the brand’s beloved High Impact Gel Tech Eyeliner.

At Huda Beauty, blush is the latest cosmetic creation with Filter Liquid Blush. The lightweight liquid blush has buildable, blendable pigments and finely milled micro-pearls for a soft-focus, high-impact glow. 

“I’m obsessed with achieving a filtered finish without the filter,” said Huda Kattan. “So, I wanted a blush that gave the most beautiful ‘airblushed’ finish while being super lightweight with plenty of playtime and staying power!”

Available in Cotton Candy, Peach Sorbet, Strawberry Cream, Watermelon Pop and Black Cherry, the Huda Beauty Filter Liquid Blush scented shades work across all skin tones. The innovative peanut-shaped doe foot makes application seamless.

Tarte Cosmetics is expanding its popular makeup portfolio with new Creaseless Creamy Concealer. The formula provides full coverage with a seamless, natural skin-friendly finish, according to the company. Tarte took 18 months to perfect the concealer, which is sustainably sourced from an all-female cooperative in the Amazon. The formula includes ingredients like cloudberry for vitamin C, and skin-enhancing elements such as omega 3 and 6, vitamin E and bakuchiol—which is described by some as nature’s retinol.

Each ingredient was chosen for its ability to nourish and rejuvenate the skin, ensuring the concealer not only covers but also cares, said the brand. Paired with a precision applicator for targeted coverage, the concealer leaves undereyes looking naturally fresh and radiant all day, according to Tarte. The 34-shade range is inclusive, catering to a diverse spectrum of skin tones. With this launch, the brand is also introducing a new undertone, increasing the assortment to include a total of six undertones versus an industry standard of three (warm, neutral and cool), said the company. 

Tarte Consultant Michela Wariebi, a seasoned shade expert and celebrity makeup artist, helped refine the shade range 

“This range feels very intentional. It not only offers a breadth of shades, but also includes the appropriate undertones for different parts of the full shade spectrum,” said Wariebi. 

The launch joins Tarte’s Creaseless Color Corrector, a line of creamy concealers that erase the look of dark spots, redness and discoloration while resting a creaseless base for flawless concealer application, said the company.

Beauty industry expert Laura Geller contends that makeup consumers still seek baked face makeup formulations. Created by Italian artisans and baked on terracotta tiles for 24 hours, the marbleized powder delivers fresh color for all skin tones. It is available in 15 shades ranging from peach to pink in matte, natural and satin finishes – including three new shades: Beachy Horizon, Summer Orchid and Rosé All Day.

In 2009, Laura Geller, launched Baked Blush-N-Brighten Marbleized Blush and since then, the “OG” product has reached cult status. With an average of 1,000 units sold every day across Amazon and LauraGeller.com, the Baked Blush-N-Brighten Marbleized Blush has amassed over 10,000 five-star reviews.

“Our Baked Blush-n-Brighten Marbleized Blush is one of my absolute favorites! It’s infused with antioxidants like centella asiatica and white tea extracts, which protects skin because it has anti-inflammatory properties. One of the reasons I think people love it is because of its skincare-like ingredients,” explained Geller. “Also, the marbleized pigments are silky smooth and, because they are marbleized, deliver a unique wash of multi-dimensional color on any skin tone—not a solid block of one color that can make you look like a clown.” 

A Colorful Future

An indie brand to watch is Makeup by Mario—the cosmetics company founded by celebrity makeup artist Mario Dedivanovic, whose clientele includes Kim Kardashian. The company is reportedly exploring deal options. Currently, Makeup by Mario is available in more than 1,600 Sephora doors. Industry sources say sales could reach $200 million in 2024.

Global retailer Shein is best known for its affordable clothing, but its color cosmetics brand SheGlam is also on the rise in 2024. As reported in Happi, the company collaborated for a Harry Potter makeup line last year and launched Brow-fection Angled Brush & Dip this year.

SheGlam made its brick-and-mortar foray at the UAE’s Mall of the Emirates in November. Shein is expanding throughout the Middle East this year. 

Diversity, online sales and organic ingredients will fuel growth in makeup, according to market researchers. The global color cosmetics market will top $140 billion by 2031, according to data from Fact.MR.

Online sales channels are a primary factor influencing the global market. E-commerce sales will surge due to growing smartphone usage in emerging markets. Savvy shoppers will compare online prices. Advertisement and promotion through various mediums—including magazines, television and social media—also fuel market expansion. Campaigns and free sample offerings are major promotional tools.

There is a large consumer base with high income and preference for quality color cosmetic products such as organic color cosmetics. Consumers want to know how their beauty products are produced and from where they are sourced, notes Fact.MR. 

Retail space and product availability create demand for a product in the personal care market. Manufacturers are trying to shift from niche channels of distribution to mainstream mass retailers in response to rising consumer demand for green products as well.

Overall, cosmetic companies are having to become highly innovative with new product launches.

Color Cosmetics New Ingredients

Here are the latest color cosmetics ingredients. For more information, contact the suppliers.

Gattefossé
Lyon, France
Phone: 04 72 22 98 00
Email: cblondet@gattefosse.com
Website: https://www.gattefosse.com/personal-care/product-finder/eyeglorius Eyeglorius

Eyeglorius

INCI: Octyldodecyl Myristate (and) Hippophae Rhamnoides Extract

Suggested Use Levels: 2%

Applications: Lipophilic, heat-resistant active ingredient / Suitable for O/W, W/O, stick or one-pot formulas / Eye care, eye contour treatments / Makeup: concealers, tinted creams

Comments: Eyeglorius is an oil-soluble, heat-resistant bioactive dedicated to anti-fatigue cosmetics. It offers cosmetic brands a versatile solution, capable of treating dark circles and puffiness, all at once by acting on microcirculation. Its versatility extends seamlessly to skincare and makeup formulations, aligning perfectly with the expectations of both formulators and consumers alike.

Micro Powders, Inc.
Tarrytown, NY
Phone: (914) 793-4058
Email: info@micropowders.com
Website: micropowders.com

Naturecel 793

INCI: Cellulose Acetate

Suggested Use Levels: Varies by application. May be used as a base in loose/pressed powders or up to ~10% in emulsions.

Applications: Pressed and loose powders, hot pours, and emulsion systems

Comments: Naturecel 793 is a natural, biodegradable, and micro-plastic free talc replacement that not only functions as filler, but also creates a fresh natural look with luxurious PMMA-like aesthetics. Studies prove it provides superior optical blurring performance over PMMA and polyethylene, plus it has worldwide cosmetic use approval. In a blind test of 15 participants to gauge consumer preference in a pressed powder containing Naturecel 793 vs. talc, 100% said they preferred the feel of Naturecel 793.