The 14 Best Beauty Launches of September 2023, According to Marie Claire Editors

It’s a big month for beauty.

best beauty launches for september
(Image credit: Future)

We’re only halfway through September, and it’s already been pretty buzzy beauty-wise. New York Fashion Week signaled the start of dozens of new beauty trends, ranging from bows and barrettes as hair accessories to balmy skin and black lip liner. In fact, a handful of just launched products made their grand debut on the catwalk (read: Lancôme’s new serum concealer on the LaQuan Smith runway or Addiction Tokyo’s stateside debut at Staud). We’ve seen techy innovations enter the beauty biotech space (looking at you, Orveda) and even watched big-name celebrities like Christy Turlington endorse just-launched face oils.

In short: It’s been busy. Naturally, we’ve been keeping tabs on the chaos, logging the new launches that are worth your time and money. I’ve found myself obsessing over a do-it-all serum from a new-to-the-scene brand called Basic Principle, while other members of the Marie Claire team discovered new go-to eyeliners and lip balms. To get the scoop on our favorites, read ahead. 

Beauty Editor

Samantha Holender is the Beauty Editor at Marie Claire, where she reports on the best new launches, dives into the science behind skincare, and shares the breakdown on the latest and greatest trends in the beauty space. She's studied up on every ingredient you'll find on INCI list and is constantly in search of the world's glowiest makeup products. Prior to joining the team, she worked as Us Weekly’s Beauty and Style Editor, where she stayed on the pulse of pop culture and broke down celebrity beauty routines, hair transformations, and red carpet looks. Her words have also appeared on Popsugar,,,, and Philadelphia Wedding. Samantha also serves as a board member for the American Society of Magazine Editors (ASME). She first joined the organization in 2018, when she worked as an editorial intern at Food Network Magazine and Pioneer Woman Magazine. Samantha has a degree in Journalism and Mass Communications from The George Washington University’s School of Media and Public Affairs. While at GWU, she was a founding member of the school’s HerCampus chapter and served as its President for four years. When she’s not deep in the beauty closet or swatching eyeshadows, you can find her obsessing over Real Housewives and all things Bravo. Keep up with her on Instagram @samholender.