I'll spare you the sweater-weather-pumkin-spice-latte talk and get straight to the point: The leaves are changing, and so are our beauty routines. Colder weather necessitates the need for thicker moisturizers, new fragrances, deeper nail polish shades—and that’s just the start. Through extensive testing, the Marie Claire team has narrowed down all the new launches for the month (there were a lot) to a select few that stood out from the pack. A few people fell head-over-heels for a new mascara; others, including yours truly, overhauled their body care routines with shower oils, lotions, and scrubs.
That’s just the start of this beauty tangent. Brands came through across categories, delivering soon-to-be cult favorites ranging from skincare and makeup to devices and tools. Here, we’re writing little love letters to our newly discovered favorites. Shop the best new beauty launches for September, ahead.
“Out of all the products I’ve tried this month, this one is hands-down my favorite. The tuberose smell makes me feel like my shower is a spa and the oil-to-gentle-foam formula doubles as my shaving cream. Plus, it’s so insanely hydrating thanks to the inclusion of jojoba, avocado, and grape seed oil that I don’t even need to moisturize afterwards.” — Samantha Holender, Beauty Editor
"Dior launched a new edition of J’adore that’s the brand’s first-ever water-based and alcohol-free fragrance. Sounds a tad unbelievable, but hear us out. The fragrance is created using nano-emulsion, a process that allows two immiscible liquids to be blended (in this case water and perfume concentrate) by dispersing the oily phase in the watery phase at a very high pressure. The end result? A fragrance that’s alcohol-free, contains no chemical solubilizers, and is as concentrated as an eau de parfum. Oh, and yes, it smells even better than the original iteration." — Deena Campbell, Beauty Director
"This Nordstrom-exclusive limited-edition Chanel palette features the same tweed design as Chanel's iconic jackets, and the shades are perfect for fall." — Jenny Hollander, Director of Content Strategy
“I’ve been a die-hard Summer Fridays fan since the brand’s Jet Lag Mask days, and their newer launches never cease to amaze me. Case in point? Their new skin tint, which has become my go-to for days when I don’t want a full face of foundation. It gives minimal coverage, but still leaves my skin with a gorgeous glow. I also have a ton of redness (thank you very much, rosacea) and the tiger grass inclusion instantly helps calm down my tone.” — SH
"Anything that Maison Francis Kurkdjian produces, I'm pretty much a fan of. His nose can do no wrong—and the 724 fragrance is no exception. It's the perfect transitional scent for summer to fall, balancing fresh notes with the warmth of musk." —SH
"I am in no way cool enough for these Pat McGrath x Supreme nail polishes, which comes in three colors—red, white, and black—but until I get there, I'll be painting my nails with one of these effortlessly cool bottles." — JH
"Can I tell you a little secret? This vegan accessory is designed to carry a gua sha comb, but a little birdie told me it’s also great for credit cards. Add your bestie's initials in gold foil and cross her name off your holiday list three months early." — DC
“Hairstylist Adam Reed previously launched his haircare, well, headcare, line in the UK, but it just landed in the US. I’ve been diligently testing the range for the past few weeks and have become codependent on this hair primer. Not only does it smell deliciously fresh (think: vetiver meets rhubarb), but it also gives my hair a silky shine—and layer of heat protection.” — SH
"You may have seen ads for this new mascara from cult-favorite clean makeup brand Tower28 all over Instagram and TikTok, and let me tell you right now — they’re all true. I have HIGH expectations when it comes to my mascara: It needs to be lengthening, ultra voluminizing, and very, very dark. This formula somehow nails all three of those things, so I don’t think I could recommend it more." — Julia Marzovilla, E-Commerce Writer
“Vegan eyebrow waxes typically fall on the greasy side, but Lawless’ new launch broke the mold; it has the dreamiest texture and finish. The tinted wax gives the perfect brushed-up hold (it lasts all day, FYI) and a subtle tint that gives me a fuller look and fills in sparse sections.” — SH
“I’m just as in love with this exfoliator as I am with Magnolia’s Banana Pudding, and that’s saying something. The limited-edition launch smells just like the desert (read: mouth-watering) and works like a charm. It leverages the exfoliating powers of lemon peel and banana to get rid of dead skin cells and leave skin brighter, smoother, and softer.” — SH
"Skincare brands that nail the sustainability factor, aren’t always the best. Sure the packaging is biodegradable, reusable, and even recyclable, but the actual product can be subpar. Thankfully, that’s not the case with evolvetogther. Everything the brand creates—from face masks, to biodegradable storage bags, to lip balms—is not only high quality but also offers top notch performance. This month they debuted a non-sticky, fast-absorbing body cream that smells like a modern, sophisticated rose (squeal!). There’s also hints of oud, patchouli, and mandarin that are a total dream. How’s that for a gender-inclusive daily essential?" — DC
"Byredo doesn’t miss; it's the real deal. All of the brand scents are fabulous, but De Los Santos is a fan favorite and we can see why. Its top notes of clary sage and mirabelle are so charming, and it’s long lasting, meaning by the end of the day you’ll still catch subtle whiffs. Our point is, if you’re a De Los Santos fan you’ll adore the rich, fragrant lather of this must-have." — DC
“You’ve seen the viral TikTok face taping technique, right? Yea, same—but I’m not prepared to tape my face every night before bed to get the skin-tightening, wrinkle-fighting results. What I will do though is use this silk eye mask. It’s designed with strategically placed silicone dots to relax your muscles and make fine lines around the eyes look less noticeable. Don’t knock it till you try it—it works.” — SH