Your go-to guide to all the new foundation launches!

Hi friends!

I’m talking all things current in the world of beauty news this month. Make sure you check out last week’s intro post to get more familiar with September’s blog theme. In my first installment of this short series I’m focusing on some new launches!

There have been A LOT of new foundation launches in the lead-up to fall…like to the point where it feels like an onslaught. If you’re new to wearing makeup or just in the market for a new base, you may have absolutely no idea where to start. I hear you. So instead of wandering the aisles of Sephora, or endlessly scrolling through Instagram or YouTube, I’ve put together a small guide detailing what *I think* are the key selling points for each product. These include price point, coverage level, finish, and shade range. I’ve also indicated which are cruelty-free and/or vegan formulas.

Obviously I can’t include every single new foundation launch here cause that would be bonkers, but I’ve aimed to cover at least all the big ones. Please excuse if I’ve missed any, and do let me know in the comments below!

FYI -The list descends from highest to lowest in terms of price. I also should point out that I haven’t tried any of the foundations listed here, so I cannot offer any personal commentary; this is purely informational to help in your buying process.

So without further delay, here’s my guide to the new foundation launches for Fall!

SURRATT DEW DROP FOUNDATION

Price point ($$$$$): $75.00 for 19 mL

Coverage level: Light to medium

Finish: Dewy, hydrating

Shade range: 20 shades available

Cruelty-free: Yes

Vegan: Yes

Natural. Seamless. Lightweight.

This light-to-medium coverage foundation has a dewy, hydrating finish that’s ideal for everyday wear. Its unique delivery system ensures your complexion receives the optimal amount of coverage each time you apply. In 20 shades.

Buy from Surratt Beauty here, or from Beautylish here, or from Blue Mercury here.

PAT MCGRATH LABS SKIN FETISH SUBLIME PERFECTION FOUNDATION

Price point ($$$$$): $68.00 for 35 mL

Coverage level: Sheer to medium, buildable

Finish: Satin/Natural

Shade range: 36 shades available in 5 levels (Light, Light/Medium, Medium, Medium/Deep, Deep)

Mother’s instantly iconic foundation builds weightlessly from a sheer veil to flawless medium coverage in 36 universal colour choices and five shade levels custom-curated for all skin types, tones and undertones. The second step in Mother’s SUBLIME PERFECTION SYSTEM delivers a customisable couture finish that brings the runway to real life in a few powerful drops. Silky and luxurious, it feels creamy to the touch and delivers controlled, easily buildable coverage. Self-setting, post-perfecting and longwearing, its sublime satin finish lasts all day.

Buy from Pat McGrath Labs here, or from Sephora here.

Read this: New launch! Pat McGrath’s FetishEYES Mascara

KEVYN AUCOIN FOUNDATION BALM

Price point ($$$$): $52.00 for 0.7 oz. but also comes with brush for application

Coverage level: Full, buildable

Finish: Matte/Powder

Shade range: 20 shades available – matches the Etherealist Foundation shades plus 4 more

A full coverage buildable foundation for all skin types in 20 different shades. The Foundation Balm formula delivers a silky flawless finish for younger looking skin. Fortified with Hyaluronic Acid and bonus antioxidants, such as Vitamin E, the Foundation Balm hydrates your skin for a supple look and feel.

The innovative Foundation Balm comes with a specially designed brush for effortless blending and application.

This is safe to use on arms and legs as it leaves a powder finish.

Buy from Kevyn Aucoin here, or from Sephora here.

RMS BEAUTY “UN” COVER-UP CREAM FOUNDATION

Price point ($$$$): $52.00 for 30 mL

Coverage level: Full

Finish: Dewy, luminous

Shade range: 16 shades available

Cruelty-free: Yes

Making its major debut, this cream foundation uses the same skin loving qualities as the original “un” cover-up. This formula offers more coverage and works to create synergistic skin loving magic for a youthful dewy finish. Luxurious, hydrating and nourishing for healthy luminous skin.

Formulated with our signature organic cold centrifuged coconut oil, and a targeted blend of oils and herbs, this formula will help improve skin tone, texture, hydration and overall radiance. This foundation works for all skin types and is available in a wide range of shades formulated to easily master a flawless finish that mimics natural, youthful skin.

Buy from RMS Beauty online here. In stores September 26th.

Read this: Naturally glowly blush – RMS Beauty lip2cheek

LAURA MERCIER TINTED MOISTURIZER NATURAL SKIN PERFECTOR (REFORMULATED)

Price point ($$$$): $47.00 for 50 mL

Coverage level: Sheer

Finish: Dewy

Shade range: 20 shades available

Perfect your skin with a sheer hint of coverage for an effortless no-makeup makeup dewy finish.

This perfect blend of skincare and makeup improves your skin over time with a Hydrating Complex made up of Macadamia and Kukui Seed Oils that helps increase the skin’s moisture levels long-term for 24 hours of hydration, while reducing the signs of visibly dry skin.

The lightweight formula, infused with Tamarind Seed Extract, helps skin retain moisture to prevent water evaporation, for long lasting hydration.

A Broad Spectrum SPF 30 UVB/UVA sunscreen plus a power-blend of antioxidant vitamins C and E help protect skin from the damaging effects of the environment.

Buy from Laura Mercier here, or Sephora here.

CHARLOTTE TILBURY AIRBRUSH FLAWLESS FOUNDATION

Price point ($$$$): $44.00 for 30 mL

Coverage level: Full

Finish: Natural matte

Shade range: 44 shades available

Cruelty-free: Yes

FLAWLESS IS A FEELING! Charlotte’s NEW innovation foundation is the secret to a FLAWLESS, PORELESS-looking, confident complexion! A stay all day, weightless, full coverage formula with a natural matte finish!

This is a hybrid magic skincare foundation for EVERY occasion! Why? It contains Charlotte’s magic matrix of ingredients! The ground-breaking Magic REPLEXIUM® to significantly reduce the appearance of wrinkles by up to 22%* after 8 weeks of use, MossCellTec™ No. 1 to boost HYDRATION by up to +216%* and AirCool™ for an instant fresh feel on the skin**!

44 FLAWLESSLY-MATCHED SHADES Charlotte has used her color artistry to create a formula to seamlessly BALANCE your unique skin undertones and OPTIMIZE your overtones! When finding YOUR flawless shade, leave 5 minutes for the true color to optimize.

Buy from Charlotte Tilbury here, or from Sephora here.

Read this: Drugstore alternatives to Charlotte Tilbury’s Hollywood Flawless Filter

ANASTASIA BEVERLY HILLS LUMINOUS FOUNDATION

Price point ($$$): $38.00 for 30 mL

Coverage level: Medium

Finish: Luminous/Natural

Shade range: available in 50 shades in 5 levels (Fair, Light, Medium, Tan, Deep)

Cruelty-free: Yes

Vegan: Yes

Anastasia Beverly Hills Luminous Foundation is a water-resistant liquid foundation that creates a luminous, natural finish. The radiant formula delivers long-wearing, medium coverage yet still feels weightless and looks ultra-fresh. This is the coverage you have been waiting for: Luminous Foundation looks so great on its own, there’s no need to set with a powder.

Available in 50 completely natural shades, this lightweight foundation blurs any imperfection—including discoloration and unevenness—without caking or masking the skin’s natural radiance. With a seamless application, this easy-to-blend face makeup leaves the skin with a perfected-looking complexion that is free of flashback or oxidization.

Buy from ABH here, or from Sephora here.

KAT VON D TRUE PORTRAIT FOUNDATION

Price point ($$$): $36.00 for 30 mL

Coverage level: Medium

Finish: Matte

Shade range: 40 shades available

Cruelty-free: Yes

Vegan: Yes

True Portrait is a lightweight medium coverage foundation in 40 vegan shades that won’t clog pores. Its innovative liquid-to-powder foundation formula features exclusive Elastic Essence™ Effect to flex with all of your expressions, for a perfect-skin look that moves with you. Long-lasting, yet with an incredible weightless feel, this Kat Von D foundation sets to a beautiful long-wear, airy matte finish. Ideal for normal to oily skin types, it helps control shine so you can create the ideal canvas for any look, every day.

Buy from Sephora online here. In stores on September 20th.

MILK MAKEUP FLEX FOUNDATION STICK

Price point ($$$): $36.00 for 0.35 oz.

Coverage level: Medium

Finish: Natural

Shade range: 36 shades available

Cruelty-free: Yes

Vegan: Yes

Buildable formula can take on anything you’ve got. Stick format glides on for quick, mess-free application.

Infused with blue lotus to moisturize and chamomile to help calm redness and soothe skin.

Seamlessly becomes one with your skin without creasing or caking thanks to elastic marshmallow root extract (the ingredient that gives the candy its squishy abilities).

Buy from Milk Makeup here, or from Sephora here.

FENTY BEAUTY PRO FILT’R HYDRATING LONGWEAR FOUNDATION

Price point ($$$): $35.00 for 32 mL

Coverage level: Medium to full

Finish: Natural

Shade range: 50 shades available

Cruelty-free: Yes

A first-of-its-kind hydrating longwear foundation that delivers it all, with comfortable medium to full coverage, serious staying power, and natural finish perfect for normal to dry skin—all in a groundbreaking range of 50 shades.

Just like the original Pro Filt’r, Pro Filt’r Hydrating Longwear Foundation has a sweat and humidity resistant formula that easily builds to medium to full coverage, instantly evening out skin without clogging pores or settling into fine lines. Plus, the longwearing, light-as-air texture is undetectable on skin—so you always look like you.

Buy from Sephora here.

MAYBELLINE DREAM URBAN COVER FOUNDATION

Price point ($): $12.99 for 30 mL, or cheaper depending on the retailer

Coverage level: Full

Finish: Natural

Shade range: 16 shades available

Experience Maybelline’s 1st protective foundation makeup, specifically formulated to shield skin from harmful environmental aggressors. This lightweight foundation has broad-spectrum SPF 50 and is enriched with antioxidants to protect against pollution. It not only leaves a natural-looking finish but protects skin day after day. Available in 16 shades. Dermatologist tested.

Buy from Ulta here, or Walmart here.

NYX BORN TO GLOW FOUNDATION

Price point ($): $10.00 for 30 mL, exclusive at Ulta

Coverage level: Medium, buildable

Finish: Dewy

Shade range: 45 shades available (wow!)

Cruelty-free: Yes

Vegan: Yes

We. Can’t. Even. The NYX Professional Makeup Born to Glow Naturally Radiant Foundation is so glowrious. Available in an inclusive range of 45 truly flattering shades, our covetable formula delivers buildable medium coverage and a naturally radiant finish that lasts. This natural glow foundation tube is the key to creating a truly radiant look whether you are looking for foundation for dry skin or foundation for oily skin. This liquid foundation blends like a dream with buildable coverage and even works with your skin to help create a smooth, even-toned look. Featuring a vegan formula with no animal-derived ingredients or by-products. All NYX Professional Makeup products are proudly cruelty-free and PETA certified.

Buy only at Ulta here.

Which new foundation launches are you most excited about?? What did I miss on this list? I’d love to hear from you below!

xo, Erica

NOTE: all images courtesy of brands’ respective Instagram accounts.

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