News just in, our team deem these the best new beauty launches to hit the market this September

September has brought us all-new seasonal scents, a budge-proof mascara, a sculpting night cream and much more...

Collage of the best new beauty launches (L-R) Living Proof Perfect Hair Day Velvet Amber Dry Shampoo, UKLASH Tubing Mascara, Jones Road BKYLN Fragrance, Origins Youthtopia Apple Butter Cleansing Balm and Tropic Setting Spray, on a neutral background with mascara, cream and oil swatches
(Image credit: Future/Brands)

In a month that brought us the official start date of autumn and the cooler, crisper weather, we were also introduced to an abundance of new beauty launches from the likes of L'Oréal, Sol de Janeiro, Murad and more.

As a beauty team, we're incredibly lucky to have an array of newness arrive in the post each month, giving us a chance to trial formulas that have just launched (and sometimes yet to launch) to see whether they're actually worth parting ways with your money for. Well, September has been all go, go, go in the beauty world with new buys making their debut left, right and centre that we've almost lost count. We're talking the best perfumes for women to carry you through the transitional season and one of the best cleansing balms to nourish your complexion.

So, we're here to act as your personal try before you buy service, revealing the ten crème de la crème beauty products that are hot off the press and worth snapping up this pay day...

The best new beauty buys that arrived in the post this month

Whether you're on the hunt for a new best mascara that won't budge, even in the unpredictable autumnal weather conditions, or the best retinol cream that firms, lifts and sculpts as you catch your zzz's, you'll be pleased to know that we've been testing it all this month.

Our Editor says...it's the time for dry shampoo

September has brought with it cloudless autumn days, the return of all our favourite cosy rewatches, and a surprising number of busy days, evenings and weekends. So with most of us back to full schedules and hot, sunny holidays a distant dream, what better time for there to be not one, not two, but three new dry shampoo launches...

~ Aleesha Badkar, Beauty eCommerce Editor at woman&home

Our 9 top tried and tested beauty picks to snap up this month

Notable new beauty launches in September

Given that there were so many product launches to make their debut on the market this month, we have to give credit where credit's due and give our flowers to the lineup of other impressive newbies on the block this September.

Think, eyelash growth serums, refreshing face mists and all-new seasonal scents...

2025's best new beauty products

Meet our expert panel

Tested by
Aleesha Badkar, Digital Beauty Editor at woman&home
Tested by
Aleesha Badkar

Aleesha is Digital Beauty Editor at woman&home, where she gets to share her expertise into all the best techniques, sharpest tools and newest products - with a particular savvy in skincare and fragrance. With years of beauty testing under her belt - from hair styling tools and red light therapy devices to seasonal fragrance drops and any new lipsticks to add to her colour-coordinated collection - she knows just how to pick out the best new launches for you to shop.

Tested by
Image of Sennen Prickett, Digital Beauty Writer, smiling with curled long brunette hair
Tested by
Sennen Prickett

As Digital Beauty Writer at woman&home, I share the latest beauty launches, trending buys, tried and tested product recommendations worth snapping up, across an array of realms from makeup must-haves to skincare staples. I am also a self-declared bargain hunter, boasting the ability to scout out unmissable money-saving beauty deals so you get more bang for your buck.

Sennen Prickett
Digital Beauty Writer

Sennen is Digital Beauty Writer at woman&home, where she shares the latest beauty launches, trending buys and personal product recommendations, from makeup and hair to skincare and nails. She is also a judge for the annual woman&home Haircare, Skincare and Beauty Awards.

Previously, Sennen achieved a First Class Fashion and Beauty Journalism degree at Birmingham City University, before undertaking her role as Junior Digital Fashion and Beauty Editor at FROW Magazine. During this position, she wrote about the latest industry news, new product launches, viral trends and thoroughly reviewed a lineup of beauty products. Since leaving FROW, Sennen has gone on to create fashion, beauty and lifestyle content with numerous brands, including Who What Wear UK, HuffPost UK and Harvey Nichols.

With contributions from

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