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New Makeup to Buy Right Off This Week’s Runways

Call it “see now, swipe now”

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Our spirit animal model wearing see now, buy now makeup at Rebecca Minkoff. Photo: Donald Bowers/Getty Images

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The chatter among designers and retailers lately has been all about “see now, buy now,” meaning presenting in-season collections that consumers can purchase right away rather than waiting six months. Last year, I mused about how that would play out in the beauty world, since so many companies — like MAC, NARS, and Maybelline — sponsor shows and feature products on runways that won’t be available until the following season. It’s frustrating to see a cool lipstick shade all over Instagram but then not be able to try it out for months.

Much like fashion, beauty has indeed slowly dipped its toe into “see now, buy now” this season. Most notably, Tom Ford and Rebecca Minkoff both offered clothes you can purchase immediately for fall and teamed with their beauty counterparts to offer hot-off-the-presses makeup you can buy now.

Here are six brand-spanking-new products that either debuted on the runway or were launched this season — buy now! — and showcased on spring 2017 runways.

Photos: Tom Ford

Tom Ford

Tom Ford reopened the famous Four Seasons restaurant in NYC one last time for his fanciest friends to show his fall 2016 collection. As soon as the collection was presented, three new beauty products used on the runway became available. You can now buy the AW16 Lip Contour Duo ($53), the AW16 Eye Color Duo ($60), and Cheek Color in Love Lust, ($60). All are fairly neutral, sheer, and lovely.

Photos: Brian Killian/Getty Images and Maybelline


Rebecca Minkoff showed her fall 2016 collection on the Soho street right outside her store so that people could shop it immediately. Maybelline, the makeup sponsor, then teamed up with Amazon to offer two brand new products — a camo green eye shadow and a mascara — that debuted on the runway to buy now. They’re bundled for $13.99 and called the “Maybelline New York Runway Ready Eyes Fashion Week Kit.”

On the runway, makeup artists created a smoky eye situation using a black eyeliner base, smudging it, and then adding the new “Khaki Camo” green shadow to make the whole thing come alive. (The look is also seen above in the delightful model eating ice cream photo.)

The Tadashi Shoji runway look. Photos: Frazer Harrison/Getty Images and MAC Cosmetics


MAC releases trend palettes for each new fashion season in an attempt to predict the future. So the two palettes shown here are supposed to represent trends that may appear on the spring 2017 runways, but they’re actually available to purchase right now. So while MAC tests a lot of upcoming products backstage before they’re available to buy, these just-released lip and eye trend forecast palettes are available immediately for $40 each.

Makeup artists at the Tadashi Shoji show used two different pink lip colors on the eyes, but by all means feel free to use it on your lips — they mix nicely to form your own custom colors. The eye shadow palette in particular definitely does not feel out of place this fall with all those jewel tones.

Pink eyes at Cynthia Rowley. Photo: Edward James/Getty Images and Stila Cosmetics


Pink eyes are a confounding trend on runways this season, but at Tadashi Shoji (above) and at Cynthia Rowley (here), they managed to look pretty rather than anaphylactic. For this show, makeup artists used a lip product as an eye product again.

The Stay All Day lip liner ($20) in Rosé, a new product for the brand, was used to color eye lids. However, it’s a perfect lip liner, that, as the name suggests, does not budge and comes in eight colors.

Model at the Orla Kiely presentation. Photos: Matthew Eisman/Getty Images and Inglot


At Orly Kiely’s presentation, makeup artists used Inglot’s brand new brow mascara on lashes. Are you seeing the trend here of not being limited by a product’s intended purpose? Anyway, this brow-shaping mascara ($15) comes in three shades and has a small tapered brush for precision swiping.

A model on the DKNY runway. Photos: Albert Urso/Getty Imges and Jin Soon

Jin Soon

The models on the DKNY runway all wore a sophisticated teal blue polish from Jin Soon’s fall collection called Beau ($18). This dark polish and the wine-hued lips on a spring runway just prove that makeup and nail polish are indeed seasonless. Forget about wearing pastels in spring and dark colors in fall and do whatever the heck you want.