VIDEO : These Are The Best Makeup Launches Of September 2018

Here at Allure, we love makeup. Like, really really love makeup. We eagerly pore over every new launch, every emerging brand, and have an encyclopedia of dupes in our brains at all times. While we're all partial to our particular faves, our heart rates spike with each exciting makeup release. Who knows, maybe there will be some newfangled primer that actually works for our finicky skin type or an innovative mascara that truly checks off every box on our criteria.