11 of the best new beauty products to hit the shelves in September

I was excited about this latest innovation from Skin Rocks, as it sounds like it was designed with my skin type specifically in mind. Infused with barrier-strengthening ingredients, this soothing face mask works to restore and replenish damaged skin barriers. Not only does it deliver instant hydration, but it also quickly targets an array of skin concerns for compromised complexions, such as sensitivity, redness, dehydration, and dryness. It didn't cause any irritation to my sensitive-prone skin; instead, it left it looking better after just one use. I'm talking calmer, soothed, moisturised skin with minimised redness.

Designed to smell like taking the scenic route, driving through a canyon with the windows down and the radio blasting, OUAI's brand-new eau de parfum undoubtedly deserves to be on your radar this month. If, like me, you typically prefer woody, musky scents, Laurel Canyon will be right up your street. This fragrance sits somewhere between softly delicate and richly decadent, with notes of fig leaf, mandarin, almond milk and jasmine that dry down to reveal elements of cedarwood, soft musk and tonka bean. It's no surprise that this beautiful scent has already sold out on the OUAI website – thankfully, you can also nab the fragrance exclusively at Selfridges.

If you're not new around here, you'll know how much our whole beauty team loves the Living Proof Dry Shampoos. Last year, the brand infused one of its cult classic formulas with a limited-edition velvet amber scent for the festive season; now they're back again with 2026's special edition – Frosted Fig. It's the same oil-busting formula that we all know and love, which gives strands that freshly washed appearance, but boasting a delectably warm fig and coconut aroma. Essentially, it doubles up, combining a dry shampoo and a hair perfume in one – what's not to love?

Meet the newest addition to ELEMIS' Pro-Collagen range, the Future Restore Eye Serum. Forget thick, heavy eye creams; this lightweight, lotion-like serum glides onto the under-eye region, instantly hydrating and brightening the complexion. The main goals of this eye serum are to firm, smooth, and visibly boost the luminosity of the eye region, giving the appearance of youthful, radiant and revitalised eyes. While it is on the slightly pricier side, you only need a tiny pea-sized amount to cover both under-eyes. So, I can imagine that one bottle will last you a fair while.

These foundation drops are a first for Drunk Elephant, who are making their debut in the makeup world. Arriving in 25 shades, this lightweight formula boasts long-lasting coverage that you can customise by mixing into your favourite serum or best face moisturiser for a barely detectable, second-skin finish. Alternatively, you can use the drops by themselves for a more full-coverage effect. Simultaneously, the formula is enriched with skincare benefits, such as 18% amino‑acid‑coated pigments and a 4% peptide complex, which work to firm the skin upon wear. It also deserves extra points for being formulated without essential oils, silicones, fragrance, and solvent alcohols.

K18 knows a thing or two when it comes to innovation, and their FutureIQ™ Biomimetic Hair Longevity Serum is a prime example of exactly that. This scalp serum encourages healthier-looking hair by targeting the visible signs of scalp and hair ageing, such as thinning, shedding and greys. The serum uses the brand's MultiVital™ Technology to identify the earliest biological markers of premature hair ageing, helping to reduce shedding, improve hair volume, delay the appearance of grey strands, and improve scalp function.

If you've had your eye on the skincare industry in recent years, you'll have seen Hypochlorous Acid face mists popping up everywhere – and K-beauty brand Dr.Althea is the latest to hop on the hype. Having got a lot of love for the brand's 345 Relief Cream Face Mist, I had high expectations for this new launch. Not only is it formulated with 150ppm Hypochlorous Acid, but it's also enriched with 20% Tea Tree and Eucalyptus Complex, plus Zinc PCA. This powerful cocktail of ingredients works to soothe stressed skin, balance excess oil, refresh the complexion, and leave it feeling clean. Naturally scented with eucalyptus oil, it does have a slightly clinical fragrance, but this is the case with all hypochlorous acid mists. It's worth noting that this ultra-fine, gentle mist didn't cause any irritation on my sensitive-prone skin and absorbed into my complexion without leaving behind a sticky feel.

If you're looking for a product that works to improve the appearance of wrinkles, uneven texture, and hyperpigmentation, all while supporting the skin barrier, let us introduce you to The Organic Pharmacy's new Retinal Night Serum. Powered by 0.03% retinal and 0.5% bakuchiol, alongside peptides and soothing rose water, this advanced serum does the heavy lifting as you catch some Zzz's. Think firmer, smoother, renewed skin, targeting the likes of fine lines, crow's feet, and dark spots.

Longevity has been the skincare buzzword this year, and it's not stopping there any time soon. BYOMA just launched the Longevit-8 Peptide Serum, a formula that's designed to future-proof the look and feel of your skin. Infused with a blend of copper peptides, niacinamide, vitamin E, vegan Phyto-PDRN, NMN, and a Tri-Ceramide Complex (a mouthful, I know), this serum strengthens the skin barrier, boosts hydration, and reduces the appearance of fine lines. Not to mention, it also works to brighten the skin, minimise texture, and firm the complexion for a youthful glow.

Are your regular straighteners just not quite cutting it? Beauty Works' newest device, the Wide Plate Straightener, boasts thicker salon-size plates to make the styling process even easier for those with long, thick, or textured hair types. Speeding up the time you spend on styling your strands, this tool covers more hair with every glide. Its advanced ceramic and tourmaline-coated plates also work to distribute heat evenly, while simultaneously releasing negative ions that help keep frizz at bay and boost glossiness. Take it from me, straightening my hair has never felt this simple.

After five years of research, Caudalie has reformulated the entirety of its bestselling Resveratrol–Lift range to include Pro-Collagen Grape Multi-Peptides. With claims that the formula is three times more firming than retinol, this new cocktail works to visibly improve skin firmness for a smoother, defined, contoured complexion. From the iconic Resveratrol–Lift Instant Firming Serum to the Firming Cashmere Moisturiser and the Resveratrol-Lift Depuffing Eye Cream – this is a reformulation worth trying.