Color Cosmetics Are Back in the Swing

Masks are off—and makeup is on.

By Jamie Matusow, Editor-in-Chief 07.26.21
It’s no doubt complicated, but with the pandemic reaching a middle-to-high ground (under control in many places, Delta variant aside, and mask restrictions lifting—though some have been reinstated)—there’s an excitement of pending normalcy, moving on and getting back to social gatherings and other occasions where an attention to appearance can satisfy human nature. On Zoom or back in the office, beauty consumers are picking up where they left off. In sync with re-openings, a flurry of announcements of Color Cosmetics—from eye palettes to lipstick to foundations have arrived in my inbox. Here’s a selection of some of the latest:
1. EM Divine Skies Eyeshadow Palette
EM Cosmetics, founded by “beauty pioneer” Michelle Phan, launched a palette that is inspired by an ancient mosaic of shades “uncovered” in the fabulous city of Venice, Italy—and every shade was crafted to highlight a distinct part of the city. The shimmering pinks reflect magnificent sunsets, matte browns duplicate the ancient buildings’ foundations, and Venetian Rose recalls fabulous floral teas that are served along the canals and in the interior.
2. Petite 'n Pretty
Petite ‘n Pretty added a sister palette sure to delight their younger fans (suggested age 9+ and safety tested for kids 5+). The pink-and-violet-based WhimsiCali Eye & Cheek Palette ($25), with sparkly and matte shades, is “designed to create an amazing first beauty experience and inspire them as they embark on their beauty journey.” The package includes a custom dual-ended brush with synthetic bristles. Formulas are nut free, cruelty free, paraben free and phthalate free; dermatologist-approved, ophthalmologist-approved and pediatrician-approved.
3. Haus Laboratories Makeup By Lady Gaga
Lady Gaga's beauty brand, Haus Laboratories, is celebrating the 10th anniversary of her Born This Way album with the Bad Kid Vault—a limited-edition makeup box set of 16 Haus Labs beauty products including best-selling eyeliners (liquid, pencil, and kohl), lip crayons, glosses, and their iconic red sparkle lipstick.
The curated full-size assortment gives fans the freedom to recreate Gaga's Born This Way visuals. Named after the fan favorite "Bad Kids" track, the limited-edition Vault is available exclusively on for $250 (valued at $318+).
4. Kjaer Weis Midsummer Edition
After months of winter darkness in Scandinavia, the sun returns with celebration. To mark this joyous transition to light and life—affectionately known as “Midsummer”—Danish-born, NYC-based makeup artist brand founder Kirsten Kjaer Weis and founder of certified organic beauty brand, Kjaer Weis, launched her Midsummer Collection.
Kjaer Weis’ Midsummer Collection includes three limited edition Cheek Collectives, a Red Hot Lip Gloss, and four new Cream Eye Shadow shades—all in beautiful, refillable packaging.
5. Patrick Ta Beauty’s Dimension Collection
Celebrity makeup artist, Patrick Ta and one of his first-ever clients and beauty and skincare expert, Rima Minasyan, have collaborated on Patrick Ta Beauty’s latest product offering—expanding into the eye category. Formulated for both the artist and everyday consumer, the Major Dimension Collection offers a 12-pan eyeshadow palette and four Precision Gel Liners.
The palette is unique as it offers two cream shades, four velvet matte shades, two iridescent metallics and glistening pearl toppers. In addition to the Major Dimension Eyeshadow Palette, the brand is launching four Precision Gel Liners in the shades Cream, Rich Brown, Deep Bronze and Black. To ensure the products work for everyone, the shades are blendable and pigmented, and can easily be used all over the lid for a glam-on-the-go moment or layered to create a more dimensional look.
6. Lottie London Continues to Expand in the U.S.
UK-based color cosmetics brand Lottie London is continuing its U.S. expansion with a major distribution gain at Walmart and, which started this summer. This will be the third U.S. retailer that Lottie London has added to their roster within the past year.
Lottie London is 100% cruelty-free, and the products coming to Walmart are 100% vegan. All products will range from $5.98 - $10.98.
7. RCMA Makeup: From Pro to All
RCMA Makeup announced what it says is its largest launch in nearly 60 years, and will be bringing 61 pro-favorite skus to consumers. 
The brand is expanding its cult-classic lineup with 61 new additions intended to deliver pro quality makeup to all beauty consumers. From a high-def Liquid Foundation that helps replenish the skin and enhance natural radiance with a careful color match to a makeup setting Premiere Loose Powder that goes on silky smooth to blur minor skin imperfections, these newest additions to RCMA’s celeb-approved collection can be used to create numerous stylish looks.
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