Welcome to the September edition of the Beauty Report, your go-to for what’s actually going on in the beauty world right now. As editors who live and breathe this constantly shifting space, we’re here to break down the latest beauty news, buzzy makeup looks, nail trends, and hair moments you’re seeing all over your feed. From brand-new launches to spilling the tea on viral products, think of this as your monthly beauty catch-up, no gatekeeping, just the good stuff.
The highs and lows of the beauty biz — this month in beauty news
Youthforia closes its doors after failing to recover
In early August of 2025, Youthforia announced it was shutting down. Their remaining products are now discounted on their site, closing the chapter on a brand that once made headlines but couldn’t move past the backlash over its foundation range.
The controversy began in April, when beauty creator Golloria George’s TikTok—now at over 47 million views- called out shade 600, the darkest in the line, comparing it to black paint and “tar in a bottle.” Retailers Credo, Revolve, and Thirteen Lune quickly pulled the brand, though Ulta kept it.
Founder Fiona Co Chan didn’t directly connect the shutdown to the viral moment, but many consumers see it as the turning point. Calling the decision “heartbreaking,” she reflected: “No one prepares you for how much grief you feel when you decide to close down a brand… As hard as it was, it was a great journey and I have so many memorable experiences.”
Sad news in the beauty industry: Sharon Chuter, founder of Uoma Beauty, dies at 38
Sharon Chuter, founder of Uoma Beauty and a powerful advocate for diversity, has died in Los Angeles at the age of 38. The cause of death is still under investigation.
Born in Nigeria, Chuter launched Uoma in 2019 with a 50-shade foundation range and lipsticks honouring icons like Diana Ross and Whitney Houston. She later founded Pull Up for Change, a movement that pushed beauty brands to disclose diversity in leadership roles.
Chuter stepped down as CEO in 2023 due to health issues and later filed a lawsuit against investors over her exit. Her death has sparked tributes across the beauty industry, with many remembering her as a trailblazer whose impact went far beyond makeup.
You can finally shop rhode IRL at Sephora
Hailey Bieber’s beauty brand rhode has officially hit Sephora shelves. Starting September 4, you can shop the full line in stores and online across the U.S. and Canada, with a U.K. launch coming later this fall. Sephora is calling it their biggest North American brand launch yet, and it makes sense, considering rhode racked up more than 2 million searches on the retailer’s site and app in the past year. Expect to find all the cult favourites, from the Peptide Lip Treatments to skin-perfecting essentials, plus the return of limited-edition lip tints like Strawberry Glaze, Salty Tan, and Jelly Bean—now made permanent.
This month’s must-see collabs and campaign stars
Rosie Huntington-Whiteley is the new face of Gisou
Long admired for her refined take on beauty, Rosie is now the Global Ambassador for Gisou, a partnership rooted in authenticity, glamour, and great hair.
“Hair has always been a powerful form of self-expression for me,” Rosie shared on set. “I’ve long admired Gisou’s commitment to quality, heritage, and innovation. This partnership feels like a natural fit—and I’m excited to share the message that your hair is your best accessory.”
For founder Negin Mirsalehi, the choice was obvious: “Welcoming Rosie into the Gisou Hive feels incredibly special. She’s a true style icon whose love for beauty and belief in hair as self-expression aligns so naturally with our world.”
With Rosie’s timeless elegance and Negin’s creative energy, the collaboration feels less like a corporate announcement and more like a meeting of two style powerhouses—both equally obsessed with the idea that great hair tells its own story.
The latest beauty brands making their debut
Hailey Bieber’s makeup artist launches her own brand
She’s well known as Hailey Bieber and Kendall Jenner’s go-to makeup artist, an expert in soft glam and the no makeup makeup look. Hailey often showcased the underpainting technique she learned from Mary Phillips in her own tutorials, and just as Hailey became synonymous with glazed donut skin, Phillips became known as the artist behind the look.
Over the years, Phillips has become known for her signature approach: layering contour and highlight beneath foundation to create dimension that looks effortless and natural. Her artistry has earned her a roster of high-profile clients, from Kim Kardashian to Kaia Gerber.
At the end of July 2025, she announced the launch of her own line, m.ph by Mary Phillips. Her first releases include the Underpainting Palette and Dual-Ended Sculpting Brush, later expanding with the Cheeky Cream Blush and Cream Blush Brush. The products are currently available on mphbeauty.com, though not yet stocked at Sephora Canada.
Hung Vanngo joins the wave of celebrity makeup artist lines
Hung Vanngo, best known as Selena Gomez’s longtime makeup artist, though his client list also includes Cara Delevingne, Bella Hadid, and countless others, is stepping into his CEO era. Last week, he revealed the launch of his makeup brand called Hung Vanngo Beauty, arriving September 8 at Sephora and Sephora Canada.
The debut collection is expansive, covering nearly every makeup category, including:
- Eight eyeshadow palettes
- Eighteen creamy matte lipsticks
- Nine long-wear lip liners
- Ten long-wear eyeliners
- Three velvet kohls
- Six velvet blushes
- Six blurring bronzers
With this lineup, Vanngo joins the growing ranks of celebrity makeup artists translating their artistry into full-scale beauty brands.
Amrezy announces her debut beauty line
On August 27, makeup artist and influencer Amra Olević Reyes—aka Amrezy—dropped some major news: she’s launching her very own brand, @amrezybrand, with the first products landing September 5 on amrezybrand.com.
She got personal in her announcement. “From artist to creator to founder. It took a while to get here,” she wrote, recalling the first time she smeared on her mom’s lipstick as a kid—never imagining it would spark a career that took her this far.
Her path to this moment has been anything but overnight. From beauty school in Soho to her first gigs at Sephora and MAC, Amrezy sharpened her artistry while quietly building an online following back in 2011—before “beauty influencer” was even a term. Those early posts eventually turned into collaborations with some of the biggest names in makeup, selling out worldwide.
Now, after two and a half years of work behind the scenes, Amrezy says she’s ready to share her own vision. “I’ve poured myself into every detail, and I can’t wait for you to experience the formulas and shades I’ve created.”
Louis Vuitton just dropped a $200 Lipstick—and the internet has thoughts
Louis Vuitton just dropped lipsticks with a $200 price tag, making them more expensive than the lipsticks from Chanel, Dior, and Guerlain. Naturally, people have thoughts.
The launch introduces La Beauté Louis Vuitton, the House’s bold step into beauty. To lead the charge? Dame Pat McGrath, the iconic makeup artist who’s been defining runway beauty for decades.
This step into beauty isn’t exactly new for LV. Back in the 1920s, the brand created custom vanity cases for soprano Marthe Chenal and composer Jan Paderewski, proving beauty has always been part of the Maison’s story. Now, with McGrath’s vision and LV’s craftsmanship, the brand is turning beauty into a luxury experience.
So, tell us—would you spend $200 on a single lipstick?
From your FYP to your vanity, here’s what’s trending in beauty
Tired? Exhausted? Congrats—you’re on trend
Dark circles, smudgy eyes, and skin that looks one shade too pale, what used to scream “I need a nap,” is now the newest beauty trend. The tired girl makeup trend is everywhere on TikTok, trading in flawless glam for under-eye makeup that looks lived-in and lips with just a hint of colour.
Picture Jenna Ortega’s Wednesday-era press tour, but less polished, more “I forgot to wash off last night’s mascara.” Creator @laravioletta_ has become known for this look, using purple and red shadows to fake that sleepless, haunted-girl chic.
It’s moody, a little chaotic, and definitely not your mom’s idea of “put together”—but that’s the point.
The nail trends everyone’s pinning right now
Mango nails are the zesty fall manicure trend
According to Pinterest’s 2025 Fall Trend Report, searches for “mango nails” have jumped 85%. Picture juicy orange and red tones, golden undertones, and a glossy finish that looks as refreshing as the fruit itself.
New in beauty: What we’re eyeing this month
New in cream eyeshadow
The cream eyeshadows that just hit the shelves.
Tower 28 GoGo Cooling Shimmer 8H Eyeshadow Stick
These cream eyeshadows glide on effortlessly and last all day—even on oily lids. They deliver a gorgeous shimmer without irritating the eyes.
Bobbi Brown Long-Wear Waterproof Cream Eyeshadow Stick
Bobbi Brown’s cream eyeshadows aren’t new, but the brand has just added new shades across its shimmer, metallic, and matte formulas. The texture is one of the best—it doesn’t set too quickly, giving you plenty of time to blend before it dries down.
Danessa Myricks Beauty Colorfix Stix – Multi-Use Pearl Pigment Stick for Eye, Cheek & Lip
If you want an extremely bold pop of sparkle or shimmer on your lids, these new Daness Myricks Colorfix Stix are fantastic. They are crazy pigmented and do not budge once dried down.
Makeup by Mario Master Mattes Long-Wearing Cream Eyeshadow
Makeup by Mario’s new cream shadows deliver all the essential everyday shades. They set quickly, so blend fast. For the best application, tap a bit onto the back of your hand and use a brush to pick up the product for precise placement.
New in skincare
The latest formulas that might just become your new go-to.
Elizabeth Arden Hyaluronic Acid + Peptides Ceramide Capsules
Ever tried skincare in a capsule? Elizabeth Arden’s latest launch is described as “filler in a capsule.” Each capsule is sealed to stay fresh and potent, and the formula uses size-shifting micro-HA—500 times smaller than traditional hyaluronic acid, to penetrate deeper.
Clarins Total Eye Lift Eye Cream
Clarins’ new eye cream uses Harungana, a retinol alternative, to target firmness and wrinkles. It’s boosted with red jania for a lifted look and tetrapeptides to firm the eye area.
Estée Lauder Advanced Night Repair Eye Lift + Sculpt Eye Cream
Estée Lauder’s new eye cream is inspired by injectables. The formula features 2HA Volume Filler, a duo of hyaluronic acids that help re-plump and restore the look of lost volume.
Drunk Elephant Amino Rain Glasswater Serum
Drunk Elephant’s new serum is hydrating, plumping, and firming thanks to amino acids, hyaluronic acid, and a boost of elasticity support. The glow factor? Off the charts.
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