We’re almost through 2023, so it’s time to round up the best new makeup launches of 2023 so far. From drugstore to luxury makeup, there’s been many A+ releases (and plenty of flops too). All of these products have been tested by the Milabu team to ensure they’re up to par. We’ve gone category by category to find the best launches of each, from primer to foundation, complexion enhancers, brow products, and more.

:e.l.f. Power Grip Primer + 4% Niacinamide

Price: $10.00

Buy now

Revlon Illuminance Skin-Caring Foundation reviews

:Revlon Illuminance Skin-Caring Foundation

Price: $17.99

Buy now

Lancome Teint Idole Foundation

:Lancome Teint Idole Ultra Wear

Price: $57.00

Buy now

Natasha Denona Concealer Review

:Natasha Denona Hy-Glam Concealer

Price: $30.00

Buy now

Makeup Revolution IRL Filter Finish Concealer

:Makeup Revolution IRL Filter Finish Concealer

Price: $7.00

Buy now

Milani Contour

:Milani Conceal + Perfect Liquid Contour

Price: $10.99

Buy now

:Tower 28 Sculptino Soft Matte Contour

Price: $20.00

Buy now

:Kosas The Sun Show Glowy Baked Bronzer

Price: $35.00

Buy now

:Too Faced Cloud Crush Blurring Blush

Price: $29.00

Buy now

:HAUS LABS Color Fuse Powder Blush

Price: $38.00

Buy now

:Makeup By Mario Soft Pop Plumping Blush Veil

Price: $30.00

Buy now

Charlotte Tilbury Pillow Talk Matte Beauty Wand

:Charlotte Tilbury Matte Beauty Blush Wands

Price: $42.00

Buy now

L'Oreal Infallible 24H Fresh Wear Powder Blush

:L’OREAL Infallible 24H Fresh Wear Blush

Price: $15.99

Buy now

:caliray Hi! Light Radiant Glow Highlighter

Price: $30.00

Buy now

:Saie Glow Sculpt Multi-Use Highlighting Blush

Price: $32.00

Buy now

:UOMA Hydroblast Finishing Powde

Price: $39.99

Buy now

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LAWLESS Setting Powder review

:Lawless Skin-Smoothing Perfecting Powder

Price: $39.00

Buy now

Caliray Surfproof Setting Spray

:caliray Surf Proof Setting Spray

Price: $35.00

Buy now

:Milk Makeup Pore Eclipse Setting Spray

Price: $38.00

Buy now

Bobbi Brown Dual-Ended Long-Wear Waterproof Cream Eyeshadow Stick

:Bobbi Brown Dual-Ended Eyeshadow Stick

Price: $38.00

Buy now

:Stila Stay All Day Muted Neon Eyeliner

Price: $25.00

Buy now

elf Lash n Roll Mascara reviews

:e.l.f. cosmetics Lash ‘N Roll Mascara

Price: $6.00

Buy now

:Benefit Fluff Up Texturizing Brow Wax

Price: $26.00

Buy now

:Refy Beauty Brow Tint Eyebrow Gel

Price: $24.00

Buy now

:Maybelline Tattoo Studio 36HR Brow Gel

Price: $13.99

Buy now

:Too Faced Lip Injection Plumping Lip Liner

Price: $24.00

Buy now

:LYS Speak Love Lip Liner Pencil

Price: $15.00

Buy now

:e.l.f. cosmetics O FACE Satin Lipstick

Price: $9.00

Buy now

:Kosas Wet Stick Moisturizing Lipstick

Price: $24.00

Buy now

Merit shade slick gelee shear tinted lip oil

:MERIT Shade Slick Gelee Lip Oil

Price: $24.00

Buy now

:KISS imPRESS Press-On Falsies

Price: $16.99

Buy now

Makeup Forever HD Skin Cream Contour and Highlight Sculpt Palette

:Make Up For Ever HD Skin Sculpting Palette

$85.00

Buy now

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Video Makeup Tutorial with Application

Here are included end of the year, 2023 best makeup picks.


Best New Drugstore Makeup

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Primer

e.l.f. Power Grip Primer + 4% Niacinamide

MILABU RATING
(4.1)

PERFORMANCE RATING
(4.1)

Price: $10.00 >

WHY WE LOVE IT

Did elf just come out with even more of a dupe for the Milk Hydro Grip Primer? See if for yourself, but the new elf Power Grip Primer features 4% niacinamide to help even skin tone and brighten. It has that same tacky texture as Milk Hydro Grip to help grip makeup on for all day wear. This primer will help diminish the look of pores, smooth skin, and give a dewy, glowing base for your makeup. Do yourself a favor – save some bucks and try out this brand new primer from e.l.f.!


Best Drugstore Makeup Foundation 2023

Revlon Illuminance Skin-Caring Foundation

Revlon Illuminance Skin-Caring Foundation
MILABU RATING
(4.2)

PERFORMANCE RATING
(4.4)

Price: $17.99 >

WHY WE LOVE IT

Makeup meets skincare with Revlon Illuminance Skin-Caring Foundation. The formula is infused with 5% squalane and hyaluronic acid to deeply hydrate and moisturize, plus is said to reduce the appearance of fine lines and wrinkles after just 4 weeks of continuous wear. This is a true buildable medium coverage foundation that gives skin a beautiful, healthy glow without looking oily or greasy.

Oh, and did we mention? This is a great dupe for the viral Makeup By Mario Surreal Skin Foundation… But dare we say it’s better? It applies smoother, offers a bit more coverage, and looks more skin-like on. Plus, it’s cheaper at just $18 instead of $42!


Best Full Coverage Makeup Foundation 2023

Lancome Tent Idole Ultra Wear

Lancome Teint Idole Foundation
MILABU RATING
(4.5)

PERFORMANCE RATING
(4.8)

Price: $57.00 >

WHY WE LOVE IT

The new formulation of the infamous Lancome Teint Idole gets an A+ from us. It has a natural matte finish that doesn’t look too flat, making it suitable for all skin types. The lightweight formula is breathable, and contains skin-loving ingredients like hyaluronic acid, moringa, vitamin E, and prebiotics. But, what we love most is the unmatched longevity. The formula is waterproof, plus sweat and humidity resistant with no excess oils even after 8+ hours of wear. This might be the best full coverage foundation to date, outperforming Estee Lauder Foundation.

See Foundation Tutorial ▶️


Concealer

Makeup Revolution IRL Filter Finish Concealer

Makeup Revolution IRL Filter Finish Concealer
MILABU RATING
(4.1)

PERFORMANCE RATING
(4.2)

Price: $7.00 >

WHY WE LOVE IT

The IRL Filter Finish Makeup Revolution Concealer promises buildable full coverage to filter out blemishes, dark circles, and fine lines. It claims 16 hours of wear that doesn’t budge for up to 16 hours. It’s soft matte finish is oil free along with crease proof, sweat proof, and waterproof for an all day wear. This concealer blends out easily with a brush, sponge, or the fingers and resists settling and creasing. It also features a precision flat tip applicator that has the perfect controlled application for both blemishes and inner corners of the eyes.


New Standard – Best Concealer of 2023

Natasha Denona Hy-Glam Brightening & Hydrating Concealer

MILABU RATING
(4.5)

PERFORMANCE RATING
(4.9)

Price: $30.00 >

WHY WE LOVE IT

Guys, we may have just found the next viral concealer (and reviewers agree!). Natasha Denona Hy-Glam Concealer features full coverage and active ingredients work instantly and overtime to brighten dark circles, reduce puffiness, and blur lines + wrinkles. It resists creasing for up to 19 hours for an all day flawless wear. We love that it doesn’t need to be set, and how it’s nondrying even as a matte concealer.

See Concealer Tutorial and Application


Liquid Contour

Milani Conceal + Perfect Face Lift Collection Liquid Contour

Milani Contour
MILABU RATING
(4)

PERFORMANCE RATING
(4.3)

Price: $10.99 >

WHY WE LOVE IT

Milani has done it again — this drugstore contour wand is *chefs kiss.* Using the sponge tip applicator, dot the product along any areas you want to sculpt and define. Then, take your favorite sponge or brush (we love the Makeup by Mario F1 Brush), and gently tap the contour in. You’ll be amazed at how effortless the formula melts into skin for a beautiful, sculpted look.

This may just be the perfect dupe for the coveted Charlotte Tilbury Contour Wand that’s always out of stock… just cheaper and with more shades to choose from!


New Cream Contour coming from Clean Beauty

Tower 28 Sculptino Soft Contour

MILABU RATING
(4.6)

PERFORMANCE RATING
(4.6)

Price: $20.00 >

WHY WE LOVE IT

Bronzer meets contour with Tower 28 Sculptino. Described as a soft contour, Sculptino gently defines the complexion while adding natural warmth. It has ultimately blendability for a streak-free, patch-free application. While this isn’t your typical intense bronzer or contour, it is perfect for minimalist makeup days!


Powder Bronzer – another one for clean beauty!

Kosas Sun Show Glowy Warmth Bronzer

MILABU RATING
(4.4)

PERFORMANCE RATING
(4.5)

Price: $35.00 >

WHY WE LOVE IT

Kosas Sun Show was recently revamped to a talc free formula. The baked powder bronzer is buildable in intensity for a subtle glowy to a more intense bronze. It pairs beautifully over any formula, but our favorite way to wear it is over cream contour for the perfect definition and warm bronze combo.


Powder Blush

L’Oreal Infallible 24H Fresh Wear Blush

L'Oreal Infallible 24H Fresh Wear Powder Blush
MILABU RATING
(4.4)

PERFORMANCE RATING
(4.6)

Price: $15.99 >

WHY WE LOVE IT

Give cheeks an extra pop of color with L’Oreal Infallible 24H Blush. The soft matte blush is über pigmented and actually lasts through heat, humidity, sweat, and even jumping in the pool. Wear alone or layer over a cream or liquid blush!


Powder Blush

Too Faced Cloud Crush Blurring Blush

MILABU RATING
(4.4)

PERFORMANCE RATING
(4.6)

Price: $29.00 >

WHY WE LOVE IT

Is the Too Faced Cloud Crush Blush the best powder blush launch of 2023? It just might be. The talc free powder is finely milled and silky soft with buildable pigment. It seamlessly applies, blurring imperfections with a soft matte, airbrushed finish.

P.S… the shade ‘Candy Clouds’ is a perfect dupe for the viral Dior Rosy Glow Blush.


Powder Blush

HAUS LABS Color Fuse Talc Free Powder Blush

MILABU RATING
(4.7)

PERFORMANCE RATING
(4.5)

Price: $38.00 >

WHY WE LOVE IT

If you love bold blush, you’ll love the new HAUS LABS Color Fuse Blush. The talc free formula is infused with fermented arnica to help combat redness along with hydrating hydraberry that ensures a second-skin finish. Even though this HAUS LABS blush features quite intense pigment, the formula is buildable and perfect to wear alone or overtop your favorite cream blush.


Cream Blush

Makeup by Mario Soft Pop Plumping Blush Veil

MILABU RATING
(4.3)

PERFORMANCE RATING
(4.5)

Price: $30.00 >

WHY WE LOVE IT

The texture of the Makeup by Mario Soft Pop Plumping Blush is absolutely beautiful. It has a balmy texture that melts into skin for a nearly undetectable wear. Because it is a more radiant finish, it does accentuate some texture, but it gives a beautiful lit-from-within glow. The pigment can be built up, and they wear for a solid 8+ hours with minimal fading when set with a powder.


Liquid Blush

Charlotte Tilbury Matte Beauty Blush Wands

Charlotte Tilbury Pillow Talk Matte Beauty Wand
MILABU RATING
(4.4)

PERFORMANCE RATING
(4.8)

Price: $42.00 >

WHY WE LOVE IT

Forget the iconic Charlotte Tilbury Contour Wand, because the new matte blushes are the best Beauty Wands – and perhaps the best matte liquid blush in general. The formula applies easily, has buildable pigment, and a stunning airbrushed finish on skin. They wear for 8+ hours even without being set. From the shades to the longevity, there’s not much we don’t love about these Charlotte Tilbury blush wands.


Highlighter

caliray Hi-Light! Radiant Glow Highlighter

MILABU RATING
(4.6)
PERFORMANCE RATING
(4.8)

Price: $30.00 >

WHY WE LOVE IT

When we first tried caliray Hi! Light Highlighter, we weren’t sure what to expect. But it quickly became a favorite. It has a unique hybrid texture that applies like a cream and wears like a powder that can even be applied wet for more luminosity. While this highlighter definitely packs a punch in the intensity category, it looks natural and skin-like on, blurring texture and pores for the most stunning illuminated cheeks ever.


Highlight

Saie Beauty Glowy Sculpt Multi-Use Cream Highlighting Blush

MILABU RATING
(4.7)
PERFORMANCE RATING
(4.6)

Price: $32.00 >

WHY WE LOVE IT

Minimalist makeup lovers rejoice with this multitasking complexion enhancer from Saie Beauty. Glowy Sculpt is a cream highlighter and blush in one to illuminate and add a pop of color to cheeks. It promises a lifted effect that nourishes skin while worn. And, it’s safe for eye use too. Hello, monochromatic, glowy skin!


Setting Powder

UOMA Beauty Hydroblast Finishing Powder

MILABU RATING
(4.1)

PERFORMANCE RATING
(4.5)

Price: $39.00 >

WHY WE LOVE IT

Hello, innovation! UOMA Beauty’s new Hydroblast Finishing Powder is powered by skincare and 52% water. Not only is it hydrating, but it’s mattifying, too. Instantly, it blurs for a soft focus effect that controls shine and oils all day long. It reapplies well for touch-ups without looking heavy or cakey.

Note: UOMA states it is “not suitable for baking under eye as water active will darken concealer to a shade deeper.”


Setting Powder

Lawless Perfecting Powder Talc Free Skin-Smoothing Powder

MILABU RATING
(4.6)
PERFORMANCE RATING
(4.6)

Price: $39.00 >

WHY WE LOVE IT

Finally, a talc free pressed setting powder that can do it all – set, add coverage, and is perfect for touch-ups. The new Lawless Perfecting Powder is ultra finely milled, applying effortlessly on skin and leaving behind a soft focus, blurred finish. It absorbs excess oil and minimizes the appearance of fine line sand pores for a smooth finish all day long. It can even be worn as a medium buildable coverage “foundation” too!


Hydrating Setting Spray

caliray Surfproof Setting Spray

Caliray Surfproof Setting Spray
Caliray Surfproof Setting Spray
MILABU RATING
(4.7)
PERFORMANCE RATING
(4.7)

Price: $35.00 >

WHY WE LOVE IT

caliray Surfproof has staked its claim as one of the best hydrating setting spray formulas. Packed with skin-loving ingredients like prickly pear, agave, glycerin, and niacinamide to hydrate and calm skin. It also contains transdermal magnesium which reduces pores and zinc lactate to control oil. And even though the caliray setting spray is hydrating, it doesn’t contribute to excess oiliness or break apart makeup.

Note: caliray claims a no-transfer, waterproof wear, but we find there is still some transfer, nor is it completely waterproof.


Setting Spray

Milk Makeup Pore Eclipse Mattfying + Blurring Setting Spray

MILABU RATING
(4.3)

PERFORMANCE RATING
(4.1)

Price: $38.00 >

WHY WE LOVE IT

Milk Makeup Pore Eclipse is a matte setting spray that promises to keep makeup in place for up to 16 hours. It blurs pores and controls shine while still allowing the glow of makeup below to peek through.

It aids in makeup lasting longer without separating, breaking apart, or looking dull.


Best Makeup Eyeshadow 2023

Bobbi Brown Dual-Ended Cream Eyeshadow Stick

Bobbi Brown Dual-Ended Long-Wear Waterproof Cream Eyeshadow Stick
MILABU RATING
(3.8)

PERFORMANCE RATING
(4.8)

Price: $38.00 >

WHY WE LOVE IT

One & done eyeshadow is a Milabu team favorite, and our most recent discovery is the Bobbi Brown Dual-Ended Eyeshadow Sticks. Everything about these is beautiful, from the shades to the performance. They’re perhaps the most creaseproof and waterproof cream eyeshadow sticks on the market!


Eyeliner

Stila Stay All Day Muted Neon Liquid Eyeliner

MILABU RATING
(3.8)

PERFORMANCE RATING
(4.2)

Price: $25.00 >

WHY WE LOVE IT

Is it just us or are pastel eye looks just so in this summer? Stila launched a limited edition collection of muted-neon shades of their iconic Stay All Day Liquid Eyeliner. And, these are some of the best pastel eyeliners we’ve come across! They’re easy to apply, pigmented, and have a virtually life proof wear.


Best Value Mascara 2023!

e.l.f. Lash ‘N Roll Curling Mascara

MILABU RATING
(4.5)

PERFORMANCE RATING
(4.6)

Price: $6.00 >

WHY WE LOVE IT

Is this new elf mascara a drugstore dupe of Benefit Roller Lash? It just might be! e.l.f. Lash ‘N Roll Mascara features a similar curved wand with short and long silicone bristles — and is even pink, too. It promises maximum lift and curled with no a lash curler needed for mega sky high lashes. The formula is smudge and flake resistant, perfect for an all day wear. If you want curled, lifted, separated wispy lashes, this is a mascara to try out. I must say, ELF came out with the best value makeup mascara in 2023.


Brow Gel

Benefit Fluff Up Brow Wax

MILABU RATING
(4.1)

PERFORMANCE RATING
(4.1)

Price: $26.00 >

WHY WE LOVE IT

Benefit Fluff Up Brow Wax is the newest addition to the infamous Benefit brow family. The wax creates texture in the brows for fluffy, feathered, full brows, locking them in place for up to 12 hours.

You do have to be careful when applying and use a light hand. Too much product applied can cause product to build up and look crusty.


Brow Tint

Refy Brow Tint Eyebrow Gel

MILABU RATING
(4)

PERFORMANCE RATING
(3.6)

Price: $24.00 >

WHY WE LOVE IT

Meet the newest innovative brow product: REFY Brow Tint, a non-permanent tint that lasts and holds brows in place for up to 12 hours. It features a unique round applicator that helps coat each lash without getting product on the skin.

This isn’t your product for filling in brows and volumizing, but it adds a beautiful tint for more a natural brow look.


Brow Gel

Maybelline Tattoo Studio 36HR Wear Brow Styling Gel

MILABU RATING
(4)

PERFORMANCE RATING
(4.3)

Price: $13.99 >

WHY WE LOVE IT

Waterproof, smudge proof, and transfer proof are just a few of the things that make up Maybelline Tattoo Studio Brow Gel and its 36HR wear claim. The brow gel fills in and colors brows, setting them into place. It has a precise applicator tip that fills in and sculpts brows.


Lip Liner

Too Faced Lip Injection

MILABU RATING
(4)

PERFORMANCE RATING
(4.3)

Price: $24.00 >

WHY WE LOVE IT

Too Faced Lip Injection Lip Liner aka the ‘spicy lip liner’ instantly plumps and shapes. The formula is waterproof and long wearing with no smudging, feathering, or bleeding. If you can’t get enough of the OG Too Faced Lip Injection Gloss, you’ll love adding this to your lip plumping routine. But, be careful! There’s some intense tingling.


Lip Liner

LYS Speak Love Smooth Glide Lip Liner Pencil

MILABU RATING
(4.8)

PERFORMANCE RATING
(4.6)

Price: $15.00 >

WHY WE LOVE IT

If a spicy, plumping lip liner isn’t your thing, LYS Speak Love Smooth Glide is another new lip liner pencil launch we love. What makes this one unique is its triangular shape which actually makes it easier to line and shape the lips more precisely. Its matte finish is nondrying and nourishing, perfect for those with drier, chapped lips.


Lipstick

e.l.f. O FACE Satin Lipstick

MILABU RATING
(4.2)

PERFORMANCE RATING
(4.4)

Price: $9.00 >

WHY WE LOVE IT

Meet your new favorite affordable lip color: elf O FACE. These intensely pigmented lipsticks are nourishing, comfortable, and long lasting. They don’t exaggerate lip line or texture and add moisture back into lips with the addition of ingredients like marula oil, squalane and jojoba esters. With 20 shades to choose from, you’re sure to find your perfect shade.


Tinted Lip Balm

Kosas Wet Stick Moisturizing Shiny Sheer Lipstick

MILABU RATING
(4.5)

PERFORMANCE RATING
(4.3)

Price: $24.00 >

WHY WE LOVE IT

Dry lips rejoice, because this is the perfect sheer lipstick for a boost of moisture and pop of color. It contains squalane, ceramides, hyaluronic acid, peptides, and mango butter that work to moisturize, plump, and smooth lips. The pigment can be built up for more intense color payoff, perfect for day or night.


Lip Oil

MERIT Shade Slick Gelee Lip Oil

Merit shade slick gelee shear tinted lip oil
MILABU RATING
(5)
PERFORMANCE RATING
(5)

Price: $24.00 >

WHY WE LOVE IT

Gone are the days of sticky lip gloss thanks to the MERIT Shade Slick Lip Oils. Packed with shea butter, jojoba oil, squalane, and quinoa seed oil, these nourish lips with each wear. They also feature “blooming pigments” that work with your lips’ pH and color to create a sublte, natural stain.

If the coveted Dior Lip Oil is too sticky for you, you’ll love the MERIT Gelees!


False Lashes

KISS imPRESS Press-On Falsies

MILABU RATING
(4.3)

PERFORMANCE RATING
(4.6)

Price: $16.99 >

WHY WE LOVE IT

The new KISS imPRESS False Lashes have impressive new technology that allows them to adhere without the need for glue. You get 20 clusters that are pressure sensitive to adhere once they are put in place, sticking on for up to 24 hours. They’re customizable to add lashes just where you want some extra oomph, and go under your natural lashes so they look natural.


Best Multipurpose Makeup Face Palette of 2023

Make Up For Ever HD Skin Cream Contour and Highlight Sculpting Palette

Makeup Forever HD Skin Cream Contour and Highlight Sculpt Palette
MILABU RATING
(4.1)
PERFORMANCE RATING
(4.6)

Price: $85.00 >

WHY WE LOVE IT

Make Up For Ever HD Face Palette makes sculpting easy with 12 shades of concealer, contour, and highlighter. The creamy formula is easy to use for both pros and those new to sculpting. This palette is perfect for the underpainting trend, or can be paired with just about any base! It’s versatility and formula are unmatched.


What Are MILABU PICKS?

MILABU PICKS are makeup products that lead the industry in their price categories (i.e. value, pro-grade, luxury) and product type. These products are reviewed and chosen by the Milabu team on a yearly basis. Many of these makeup products exceed the industry standard favorites, and some of them are, to this day, the industry standard leading the makeup industry.

Edited by Maddie

*Some links to purchase are affiliate.

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