Best New Makeup Releases of January 2021 - Allure

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, heart rates spike with every exciting makeup release — and now that 2021 has just begun, brands are putting their best feet forward and kicking off the year with their best launches yet. 

With each new product, seeing what innovations beauty brands come up with to improve a formula or design is always thrilling. One 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.

Now that the new year is underway, it's time to set some new year's beauty resolutions. It's out with the old (and expired) products from years past and in with new formulas, shades, and scents. So just as we always do with hair and skin care, we'll list the new makeup dropping in January that we recommend adding to your cart. Wear these products with pride to your next Zoom meeting, socially distanced outing, or just for fun while experimenting at home. You can also check out last month's launches that 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.