September has barely started, and the beauty industry is already making sure our fall wish lists are getting longer. As we slowly trade beach days for Fashion Week, brands are ushering in the new season with launches that make updating your routine feel especially tempting. This week’s newness runs the gamut: Fenty Beauty is rethinking matte foundation, Dyson has somehow found a way to give our toothbrushes AI, Max Mara is entering fragrance for the first time and skincare brands are getting increasingly serious about peptides, retinoids and next-generation formulas. There are also new scents made for sweater weather, rich moisturizers ready for the temperature drop and enough makeup to justify cleaning out that beauty drawer you’ve been ignoring. Summer may technically still have a few weeks left, but our beauty routines have already moved on.
Fenty Beauty by Rihanna
Rihanna is coming for our foundation bags again. Fenty Beauty’s Pro Filt’r Fluid Flex Natural Matte Longwear Foundation gives the brand’s complexion franchise a flexible new update with lightweight, buildable medium coverage and a natural matte finish that’s made to move with your face, not fight against it. Fluid Flex Foundation Technology helps the formula stay smooth and resist creasing, while starfruit extract works to keep excess oil and shine in check throughout the day. And because this is Fenty we’re talking about, shade range remains part of the assignment, with 50 options designed to complement a wide spectrum of undertones. Consider it your matte foundation without the mask.
Price: $48
Dries Van Noten
Leave it to Dries Van Noten to make violet feel a little weird, in the best possible way. The Maison’s newest Eau de Parfum, Velvet Violet, takes the traditionally soft, powdery flower and pairs it with an unexpected hit of toasted sesame. Created by perfumer Gaël Montero, the fragrance opens green, fresh and subtly fruity before giving way to the warm, nutty richness of roasted sesame. It’s delicate without being precious, sensual without trying too hard and exactly the kind of unconventional pairing we’ve come to expect from Dries Van Noten.
Paula’s Choice
Dry skin season is creeping up, and Paula’s Choice is getting ahead of it with the Pro-Collagen Peptide Plumping Intensive Moisturizer. The rich, cushiony cream pairs the brand’s 3x Pro-Collagen Peptide Complex with red micro-algae extract and moisture-locking lipid technology to plump the look of skin, strengthen its moisture barrier and keep hydration locked in for up to 120 hours. Despite its ultra-nourishing texture, the formula is non-greasy, making it an easy swap for anyone ready to retire their lightweight summer moisturizer as cooler weather rolls in.
Dyson
Dyson has already come for our vacuums, hair dryers and styling tools, so naturally, our teeth were next. The tech giant is officially entering oral care with CameraJet, an AI-powered toothbrush six years in the making that combines brushing, precision flossing and rinsing into one very futuristic routine. A built-in camera uses AI to identify the spaces between your teeth and direct a precision jet toward plaque-prone areas, while sonic oscillation and dual-bristle technology handle the brushing. There’s even an Anti-Gravity Tank designed to keep the jet consistent at different angles and MyDyson app integration for coverage mapping, guided cleaning and personalized insights. Your toothbrush officially has eyes, artificial intelligence and an app. Welcome to 2026.
Clé de Peau Beauté
If your skincare routine stops at your neck, Clé de Peau Beauté would like a word. The luxury beauty house is bringing its signature Synactif treatment below the shoulders with the new Synactif Body Cream, an ultra-rich formula designed to nourish, moisturize and visibly firm the skin for a smoother, more sculpted appearance. At its core is the collection’s Purifying Beautifier, a blend of mulberry white bark, Lamium album leaf and cinnamon cassia bark that helps improve the look of tone, texture and contour. Consider it an indulgent spa treatment without the robe, cucumber water or appointment.
Clé de Peau Beauté is making a case for taking recovery days just as seriously in skincare as we do at the gym. Part of the brand’s Supreme Collection, the new Restorative Cream Supreme is an intensely hydrating moisturizer inspired by regenerative medicine and designed to help skin appear firmer, plumper and more resilient. New Ruby Peptides and Future-Sculpt Technology II join a botanical blend of honeysuckle, safflower and coriander fruit extracts, while allantoin, glutamic acid and other skin-supporting ingredients help address dehydration. It’s particularly suited for times when skin could use a little extra TLC, including after sun exposure, because sometimes your face deserves to call out of work, too.
Dolce&Gabbana
Dolce&Gabbana Beauty is doubling down on glam with two new launches made for a full-face moment. My Lash Seduction Mascara delivers panoramic volume, instant curl and a lifted effect with a fiber applicator designed to catch every lash, while Sicilian prickly pear, green azuki and red clover extracts help hydrate and strengthen. For lips, Make It Double! puts a soft matte tint on one end and a plumping, hyaluronic acid-infused gloss on the other, giving you three ways to play: blurred and matte, high-shine glossy or layered together for extra dimension. Available in six juicy shades from Caramel Cola to Grape Soda, it’s essentially two lip moods for the price of one, and who doesn’t love options?
Price: $39
iS Clinical
Your toner just got promoted. iS Clinical’s high-performance formula combines AHA, BHA, PHA and water-soluble azelaic acid to gently resurface the skin while keeping its moisture balance in check. Hyaluronic acid and aloe vera bring the hydration, while panthenol and allantoin help calm and support the skin barrier. Witch hazel and a cocktail of fruit extracts round things out by helping refine the appearance of pores and manage excess surface oil. The result? Smoother, clearer, more balanced-looking skin without feeling like you’ve scrubbed your face into submission.
Parfums de Marly
Parfums de Marly is leaning into a little mystery with Dorval, its newest woody, spicy aromatic fragrance inspired by the secrets, intrigue and unpredictability of 18th-century Château de Marly. Bergamot, cardamom and pink pepper bring an initial burst of brightness before clary sage, cinnamon and balsamic notes warm things up at the heart. As it settles, guaiac wood, vanilla, tonka bean, ambrox and praline give the scent a richer, slightly gourmand depth. The fragrance reveals itself slowly rather than giving everything away at first spritz, which, frankly, is how a good perfume and a good date should behave.
Max Mara
Max Mara has spent decades perfecting the art of the coat, and now it wants your fragrance wardrobe, too. The Italian fashion house makes its fragrance debut with Le Parfum, a woody floral scent inspired by its legendary 101801 Coat and the same tension between masculine tailoring and femininity that has long defined the brand. Musky sandalwood and cedarwood meet creamy tuberose before melting into vanilla and benzoin for a warm, second-skin finish that feels understated but undeniably expensive. Even the bottle gets the Max Mara treatment, with an architectural silhouette and lacquered belt that nod to the 101801. If quiet luxury had a smell, this might be it.
Noble Panacea
Retinol works, but the irritation that can come with it? We could happily leave that behind. Noble Panacea is attempting to solve that problem with RetiNAD+, a high-performance treatment that uses the brand’s patented OSMV Technology to deliver three forms of retinoids, bioretinoid, retinol and retinal, alongside stabilized NAD+ in a precise timed sequence. Niacinamide follows to help soothe and support the skin barrier, with the brand promising visible results in as little as 10 days. One important note: this isn’t your moisturizer moonlighting as a treatment. RetiNAD+ was intentionally formulated without hydrating agents, so layer it with your favorite hydrating serum and moisturizer and let the science handle the rest.
VIOLETTE_FR
Chocolate for fall? Groundbreaking. But VIOLETTE_FR’s newest take on brown lipstick is delicious enough to earn our attention. The brand is expanding its beloved Bisou Balm lineup with Chocolat, a cool-toned brown inspired by high-cacao chocolate softened with cream. Chestnut and mahogany undertones give the shade depth, while Bisou Balm’s sheer matte, hydrating formula keeps things soft, buildable and beautifully blurred for that signature French bouche mordue, or just-kissed, effect. Designed to flatter across skin tones without ever feeling heavy, Chocolat is less ’90s supermodel brown and more expensive Parisian truffle.
SHISEIDO
A sharper-looking jawline without a trip to the med spa? SHISEIDO would like your attention. The new Vital Perfection Intensive SculptDefine Serum is designed for the face and neck, targeting the appearance of sagging, deep wrinkles and expression lines while helping skin look firmer, brighter and more sculpted. Its proprietary D-AminoLift Complex is joined by watercress extract to support skin’s natural collagen and 4MSK, SHISEIDO’s signature brightening ingredient, to address the look of dark spots, dullness and uneven tone. The brand also reports visible improvements in cheek sagging, nasolabial folds, marionette lines and neck wrinkles after just one week in a clinical study. Consider it skincare for anyone who wants their face card a little more defined.
Eighth Day
Your eight hours of sleep can only do so much, so Eighth Day is calling in reinforcements. The brand’s Overnight Eye Cream Treatment is formulated specifically for the delicate eye area to visibly firm, smooth and address the appearance of fine lines, wrinkles and loss of elasticity while you sleep. RetinalXR, bioidentical exosomes and eye-contouring peptides join Eighth Day’s proprietary Peptide-rich Plasma technology to support a more rejuvenated, youthful-looking eye area by morning. Because if we’re going to call it beauty sleep, our skincare might as well be working the night shift.
Armani Beauty
J Balvin smells like confidence, or at least Giorgio Armani Beauty thinks so. The global music star is the brand’s newest U.S. Fragrance Ambassador, fronting I Will Eau de Parfum, a scent built around ambition, determination and the kind of confidence required to walk into a room like you already belong there. The fragrance mixes vibrant citrus with bourbon vanilla before smoky woods and leather bring some heat and depth to the dry down. With Balvin as its face, I Will doubles as both fragrance and daily affirmation: forget waiting for luck and bet on yourself instead. Smelling good while you do it certainly doesn’t hurt.
Diptyque
Diptyque wants to turn your bathroom into a very chic Mediterranean escape. The French fragrance house is expanding its world beyond candles and perfume with a complete body and bath ritual inspired by ancient Greco-Roman bathing traditions and its founders’ travels throughout the Mediterranean. The collection is divided into two moods, Le Matin for an invigorating start and Le Soir for winding things down, with products ranging from an invigorating body scrub and hydrating body milk to a satin oil for the body and hair, rich body balm and relaxing oil-in-oil. Diptyque even brought accessories to the bath with a dry brush, natural sponge and ceramic body gua sha, because apparently our everything showers weren’t elaborate enough already.
Dior
Dior is making a strong case for doing a little less with our complexion routines. The new Dior Backstage Glow-Up Skin Tint is the brand’s first 3-in-1 tinted moisturizer, combining makeup, skincare and SPF protection in one lightweight formula. Available in 24 shades, it delivers buildable light-to-medium coverage with a soft-glow finish that helps even the complexion and blur the appearance of imperfections without covering up the skin underneath. The formula also marks a first for Dior Backstage with the addition of fragmented collagen and promises hydration for up to 24 hours. It’s foundation’s more relaxed cousin: a little coverage, plenty of glow and one less step to worry about in the morning.
L’OBJET
California dreaming, but make it smell expensive. L’OBJET is adding two new fragrances, Ojai and Alento, to its growing scent universe, both inspired by the state where founder and creative director Elad Yifrach first dreamed up the brand in Los Angeles in 2005. Created with Paris-based perfumer Cécile Zarokian, the complementary Eau de Parfums bottle two sides of California, pulling from its sun-drenched landscapes and more introspective, spiritual energy. The result is a pair of warm, expressive scents that bring a little West Coast escapism to your fragrance wardrobe, no cross-country flight required.
