【2026 Latest】A Complete Guide to New Cosmetics to Buy in Japan in September and October This Autumn! Release Dates & Featured Items List

In September and October, major cosmetics brands will be releasing their new cosmetics for the 2026 autumn trend makeup season. Popular brands such as CEZANNE, Kanebo, Shiseido, and Kao will be launching new shades, limited edition items, and skincare products perfect for the changing seasons. Many must-see cosmetics will be available in Japan! In this article, we introduce the appeal and release information of the items you should buy this autumn. Be sure to check the release dates of the items you are interested in and add them to your autumn makeup and skincare routine.

※All prices include tax.

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2026 New Cosmetics Release Schedule | September & October

Here is a list of the release dates and prices for new cosmetics launching in September and October. Some items are limited in quantity so we recommend checking the release dates for any products you are interested in.

CEZANNE

[September] Lasting Stay Lip Color

The “Lasting Stay Lip Color,” known for its vibrant color and long-lasting wear, will be available in new shades this September. Formulated with 17 types of beauty ingredients including hyaluronic acid and ceramides, it covers dullness, spots, and vertical lines while keeping your lips moisturized throughout wear.

The new shades are two colors: “04 Dusty Pink,” a low-saturation, elegant muted pink, and “05 Apricot Beige,” which gives a bright, healthy look. The smooth texture covers uneven lip color and provides an even, beautiful finish.

• Product Name: Lasting Stay Lip Color (2 new shades)
• Colors: 04 Dusty Pink, 05 Apricot Beige
• Price: 715 yen
• Release Date: Early September 2026 (in stores)
  August 25, 2026 (official online store)

[September] Highlight Pencil

This pencil-type highlighter features a 6mm fine tip, allowing you to precisely apply highlight to targeted areas such as the tip of the nose or around the eyes.

01 Glow Tone is a beige shade with delicate pearl particles. Apply it to the inner corners of the eyes or under the eyes to create a more defined, dimensional look. It can also be used as a highlight on the cupid’s bow to create the appearance of a shorter philtrum.

02 Matte Tone is a pink-beige shade that adds brightness to areas where shadows are noticeable, such as nasolabial folds, cheeks, and temples. Its slim pencil design makes it easy to carry, making it ideal for quick makeup touch-ups on the go.

• Product Name: Highlight Pencil (2 shades)
• Colors: 01 Glow Tone, 02 Matte Tone
• Price: 748 yen
• Release Date: Early September 2026 (in stores)
  August 25, 2026 (official online store)

[September] Super Slim Soft Eyebrow

A new series from the “Super Slim Eyebrow” line, featuring a soft core and a screw brush.

With a 0.9mm ultra-fine tip, you can realistically draw in individual brow hairs, especially at the tail of the brow or in sparse areas. The soft screw brush feels gentle on the skin, allowing you to shape the brows or blend the lines for a soft, powder-like finish.

The waterproof formula is resistant to water, sweat, and sebum, keeping your brows looking beautiful for hours.

• Product Name: Ultra-Fine Soft Eyebrow (2 shades)
• Colors: 03 Natural Brown, 08 Bitter Greige
• Price: 693 yen
• Release Date: Early September 2026 (in stores)
  August 1, 2026 (official online store)

[September] Eyebrow & Shade Powder

A new shade has joined the lineup of the three-color "Eyebrow & Shade Powder," which creates soft, dimensional brows.

The light and medium shades are highly pigmented, while the darkest shade is adjusted to blend naturally with the skin, so even when layering all three colors, your brows will not become too dark and will have a natural finish. The formula contains sebum-absorbing powder, helping to keep your brows soft and fluffy for hours.

The new shade "Olive Brown" is a soft olive color with a subtle ash tone, giving your brows a refined and effortless look.

• Product Name: Eyebrow & Shade Powder 04 Olive Brown (New Shade)
• Price: 693 yen
• Release Date: Early September 2026 (in stores)
  August 25, 2026 (official online store)

[September] Lighting Up Eye Shadow

A new autumn-perfect shade, "04 Baked Brown," is being added to the three-color eyeshadow palette that makes it easy to create beautiful gradations.

The palette combines a base color with delicate pearl (Image A), a main color that adds a light touch (Image B), and a deep shade for natural definition (Image C). Simply layering these three shades creates a dimensional look around the eyes. You can use all three together for a bold look or use a single shade for a more natural impression. The oil-coating formula ensures the powder adheres closely to the eyelids and resists creasing.

• Product Name: Lighting Up Eye Shadow 04 Baked Brown (New Shade)
• Price: 693 yen
• Release Date: Early September 2026 (in stores)
  August 25, 2026 (official online store)

Kanebo

[September] Suisai Beauty Clear Powder Wash / Paste Wash

This enzyme cleanser thoroughly removes unwanted pore impurities and old keratin, leaving your skin clear, smooth, and radiant. It contains two types of enzymes: protease (protein-dissolving enzyme) and lipase (sebum-dissolving enzyme), as well as amino acid-based cleansing ingredients. In addition to five types of powder cleansers to suit different skin concerns, there is also an easy-to-use paste type. For this limited-edition release, the products feature newly illustrated designs of “Crayon Shin-chan” and are available in limited quantities!

The individually packaged powder washes come in five different designs, randomly selected. You might even get a rare design!

• Product Name: Suisai Beauty Clear Powder Wash “Crayon Shin-chan” Limited Edition Original Design (5 types, 32 pieces)
• Price: 2,090 yen (editorial department research)
• Product Name: Suisai Beauty Clear Paste Wash “Crayon Shin-chan” Limited Edition Original Design (1 type)
• Price: 1,430 yen (editorial department research)
• Release Date: September 5, 2026 (limited quantities for each)

SHISEIDO

[September] ELIXIR Total V Firming Cream ca

From ELIXIR, a skincare brand specializing in age-related moisture care※1, comes a new cream designed to help firm the skin and improve the appearance of firmness and elasticity. Featuring ELIXIR’s unique “Tension Film” technology, the cream wraps around the skin and melts in smoothly, helping create a plump, firm-looking complexion. It is also formulated with “Collagenesis”※2, a moisturizing ingredient designed to support skin firmness.

※1 Moisture care tailored to the needs of skin as it ages
※2 Peony extract, rose extract, hydroxyproline, Bupleurum root extract, and glycerin (moisturizing ingredients for skin firmness)

• Product Name: ELIXIR Total V Firming Cream ca
• Price: 11,220 yen (main product), 10,670 yen (refill)
• Release Date: September 21, 2026

[September] AQUALABEL Special Gel Cream EX (Golden Repair)

The popular all in one “Special Gel Cream” has been renewed as part of AQUALABEL’s Golden Aging Care series. It combines five skincare steps in one: toner, emulsion, serum, cream, and mask, making it a convenient choice for a quick and easy skincare routine. Newly formulated with “Amino Acid GL※1” and “Peptide GL※2,” it helps keep skin hydrated, reduce the appearance of fine lines caused by dryness, and leave skin looking firmer and more radiant.

※1 D Aspartic acid, glycerin
※2 Palmitoyl tripeptide 1, palmitoyl tetrapeptide 7, glycerin

• Product Name: AQUALABEL Special Gel Cream EX
• Price: 1,958 yen (main product), 1,705 yen (refill)
• Release Date: September 21, 2026

[September] Clé de Peau Beauté Restorative Cream Supreme

This high-performance cream targets skin concerns that become more noticeable with age, such as dryness and loss of firmness. It contains the unique “Golden Botanical Concentrate”* to help achieve firm and resilient skin. The rich cream penetrates deep into the stratum corneum, caring for damage caused by dryness and external factors such as UV rays. The elegant fragrance, featuring orchid and rose, is also a highlight.

*Coriander Fruit Extract, Honeysuckle Flower Extract, Safflower Flower Extract, Bupleurum Root Extract, Glycerin

• Product Name: Clé de Peau Beauté Restorative Cream Supreme
• Price: 55,000 yen (full size), 49,500 yen (refill)
• Release Date: September 21, 2026

[October] THE GINZA Holiday Collection

THE GINZA is releasing a limited-edition Holiday Collection. There are two types available: the "Hybrid Gel Oil Set," which lets you enjoy oil care for both face and body, and the "Essence Lotion Set," which includes essence lotion, emulsion, and cotton pads.

The lotion delivers moisture deep into the stratum corneum, while the emulsion has a rich, serum-like texture that blends into the skin, leaving it radiant, clear, and firm. In addition, you can enjoy your skincare routine enveloped in the pleasant scent of "THE GINZA Linden Aroma," which recreates the fragrance of linden flowers blooming along Namiki-dori in Ginza.

• Product Name: THE GINZA Holiday Collection Hybrid Gel Oil Set
• Price: 29,700 yen
• Product Name: THE GINZA Holiday Collection Essence Lotion Set
• Price: 22,000 yen
• Release Date: October 1, 2026

Kao

[September] SOFINA Primavista Nama-Hada Cover Balm Foundation

SOFINA Primavista, a Japanese base makeup brand, will launch a new foundation based on the concept of “high coverage with a natural skin-like finish.” It helps cover visible pores and uneven skin tone without looking heavy, while melting into the skin and providing a smooth, dewy finish that lasts for hours. It is a great choice for those who want both coverage and a natural-looking finish.

• Product Name: SOFINA Primavista Nama-Hada Cover Balm Foundation (5 shades; case sold separately)
• Price: 3,300 yen (refill), 1,100 yen (case)
• Release Date: September 12, 2026

[September] SOFINA Primavista Glow Cover Cushion

his cushion foundation features Kao’s unique “Adhesive Gel Film” technology, designed to adhere closely to the skin. It helps prevent makeup from breaking down due to sebum and sweat while retaining moisture by reducing water loss from the skin. The formula is also designed to maintain a beautiful finish for hours. The new Pink Ochre 01 is a bright shade with a subtle rosy undertone. Its reduced yellow undertones help prevent a dull appearance, leaving the complexion looking bright and clear.

• Product Name: SOFINA Primavista Glow Cover Cushion Pink Ochre 01 (new shade)
• Price: 3,300 yen (refill & puff), 1,100 yen (case)
• Release Date: September 12, 2026

[September] SOFINA Primavista Moisture Layer Primer

This makeup base smooths out the uneven surface of the skin’s stratum corneum. The adhesive moisture film evens out roughness, dryness, and pores, keeping your skin hydrated and smooth. It prevents foundation from becoming patchy, shiny, or breaking down due to sweat, making it ideal for those who want to maintain a beautiful base makeup for long periods. With SPF50 and PA+++ it also provides protection against UV rays.

The new Clear Lavender shade covers dullness and gives a bright, translucent look.

• Product Name: SOFINA Primavista Moisture Layer Primer Clear Lavender (New Shade)
• Price: 3,520 yen
• Release Date: September 12, 2026

MAYBELLINE NEW YORK

[September] Super Stay Vinyl Ink

The popular “Super Stay Vinyl Ink,” known for its long-lasting color and shine, is releasing three limited-edition cherry-inspired autumn shades.

Formulated with moisturizing hyaluronic acid*, it gives your lips a juicy shine and hydration from the moment you apply it. Shake the container well before use, apply to your lips, blend, and wait 30 seconds for vivid color that lasts for hours.

*Sodium Hyaluronate

• Product Name: Super Stay Vinyl Ink (Limited 3 shades)
• Colors: #245 Sparkling Cherry Coral, #270 Playful Pink Cherry, #290 Alluring Muted Cherry
• Price: 1,991 yen
• Release date: August 8, 2026 (early release at PLAZA and LOFT)
  September 5, 2026 (nationwide release)

[September] Shine Beast

This lipstick delivers vibrant color and shine that lasts for hours. With hyaluronic acid (Sodium Hyaluronate), Vitamin E, and tripeptide, it keeps even dry lips moisturized and smooth. It adheres comfortably to your lips, giving a vivid color and glossy finish.

The collection features eight shades, including “02 Whimsical Healthy Pink,” a limited edition shade available exclusively at Japanese variety stores PLAZA and LOFT.

• Product Name: Shine Beast (8 shades in total)
• Colors: #02 Whimsical Healthy Pink (PLAZA & Loft exclusive / limited quantity), #03 Playful Cherry Red
  #05 Sweet Dark Cassis, #06 Indulgent Ripe Red, #07 Selfish Honey Brown
  #08 Lovely Pink Coral, #10 Uncompromising Muted Rose, #11 Tsundere Flushed Nude
• Price: 2,145 yen
• Release Date: September 28, 2026

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