Beauty Notes | 20 August 2026
Tower 28 Launches Its First-Ever Foundation
Tower 28 is moving into foundation for the first time with Swipe Serum Foundation, launching today. The new formula is the sister product to its Swipe Serum Concealer and comes in 36 shades, with medium, buildable coverage and a natural, second-skin finish. It’s been made with sensitive and acne-prone skin in mind, with portulaca extract to help keep skin calm, and is designed to wear for up to 16 hours without feeling heavy. The foundation is also arriving with Tower 28’s first-ever makeup brushes: the Big Blender Brush and Baby Blender Brush.
Olive Young Lands at Sephora
K-beauty just got a lot easier to shop in the US. Olive Young’s new Sephora partnership goes live today, bringing 19 Korean beauty brands to more than 500 stores and sephora.com. The edit includes names such as Abib, Banila Co, Bioheal Boh, Rejuran Cosmetics, Torriden, and Wellage, all selected by Olive Young based on what’s performing and trending in Korea. Sephora’s Times Square flagship is also getting a dedicated Olive Young K-beauty space, with the partnership set to reach the UK in 2027.
E.l.f. Brings Back Pickle Lip Balm With Two New Flavours
E.l.f. Cosmetics is bringing back its viral pickle-flavoured Glow Reviver Melting Lip Balm today — and this time there are three versions to choose from. The original sheer green The Real Dill is returning alongside E.l.f. von Dill, a sweet-salty-tangy take with a pearly finish, and Spicy Lil’ Dill, a new plumping formula with a deep red sheen. There’s also a pickle-shaped Briny Blender Makeup Sponge and Pickle Bag for anyone fully committed to the theme. The full drop is available online in the US and UK from today, with Ulta Beauty stores following on 23 August and Boots on 26 August.
Kayali Expands Its Yum Fragrances Into Body and Lip Care
Kayali is taking fragrance layering beyond perfume with its new Yum Lip & Body Collection. The four-piece launch turns Yum Boujee Marshmallow | 81 and Yum Pistachio Gelato | 33 into matching body creams and lip balms, giving fans another way to build the scents into their routine. The Silk Soufflé Body Cream promises up to 24 hours of hydration, while the Cashmere Kiss Lip Balm offers up to eight hours, with a soft tint for Boujee Marshmallow and a clear glossy finish for Pistachio Gelato. The collection launches globally on 28 August. Read the full story here.
Collagen Iced Tea Brand Pretty Tasty Arrives at Target
Pretty Tasty has landed in every Target store across the US with its collagen-infused iced teas, bringing its ‘Drink Your Skincare’ approach to a much bigger audience. US shoppers will now find the full range — including its award-winning Peach flavour — in the beverage aisle. Founded in 2024, Pretty Tasty combines iced tea with collagen for hair, skin, nails, and joints, offering an alternative to the powders and shakes more commonly associated with beauty-from-within supplements.
Epicutis Secures $25 Million Investment
Epicutis has landed a $25 million minority investment from GroundForce Capital as it looks to grow both its product range and professional presence. The US skincare brand is known for taking a more research-heavy route to formulation, building products around a small group of proprietary, patented molecules, including TSC, HYVIA, and DSD. The new funding will go towards product development, brand awareness, and expanding Epicutis across dermatology practices, medispas, and luxury spas. GroundForce Capital will also take a seat on the brand’s board as part of the deal.
Korean Femtech Brand Inertia Expands Into Haircare
Korean femtech brand Inertia is moving into haircare for the first time with the launch of its Professional Forte Silk Protein Bond Collection. Available from today, the two-piece range includes a thickening shampoo and restorative treatment targeting hair shedding, breakage, scalp dryness, and damage. Both use the brand’s patented Spider Silk Protein Technology alongside its MCB Formula, with the shampoo claimed to reduce hair fall by 79%.