April’s best makeup launches are reinvented favorites from brands like Benefit and Urban Decay


Spring is a time of renewal. And in April, it looks like makeup brands are taking that literally. We can’t remember the last time so many of our favorite products spawned spinoffs. More than a few of the most beloved makeup bag staples are getting new releases or line extensions – we’re talking Smashbox, Benefit, Ilia, Stila, IT Cosmetics, Urban Decay, Charlotte Tilbury, Patrick Ta, and more. (Yes, After.) We feel a very wonderful theme.

If you’re anything like us, your heart rate probably goes up every time you discover a reimagined formula on a classic, find a new makeup category, or notice real progress toward sustainability. Both Rose Inc and Ethique have the latter idea in mind with new lip colors that help reduce plastic pollution. Brows are also having a moment this month, with clever color and shaping formulas from Florence by Mills and Alias. If these don’t lift your spirits, the caffeine in this month’s new concealers from Laura Geller and Lawless will.

We’re sharing April’s new makeup launches that we can only recommend adding to your cart. Don’t be surprised if you can’t browse through this gallery without a new highlighter or liquid liner coming your way with just the click of a button.

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