Rituals Expands into Color Cosmetics with Skincare-Infused Makeup Collection

Rituals has launched a new makeup and lip care collection, bringing skincare ingredients into color cosmetics formulated to deliver natural, dewy finishes.

Released this August, the collection pairs brand-new formulations with redesigned and reformulated legacy lines. New additions include liquid blushes, skin tints, lip glazes, and mascaras, while the brand's signature Glow Balm has been updated for the range.

The broader collection covers complexion, eye, and lip products with lightweight textures and wearable shades. Rituals is positioning the roll-out around multifunctional hybrid formulas that deliver color payoff alongside active skincare benefits—a move echoing similar category expansions like Saie expanding into new color categories.

“With our new make-up and lip care collection, we wanted to bring Rituals’ skincare expertise to a more intuitive beauty wardrobe,” said Lot van Rij, Executive Director of Innovation & Product Life Cycle Management at Rituals. “The formulas are designed to enjoy every day, combining nourishing textures and beautifully enhancing shades with proven ingredients that support your skin.”

The new Liquid Blush, priced at £21.90, is available in Vintage Rose and Soulberry. Its formula blends peptides and ceramides with hyaluronic acid to support skin hydration, offering buildable pigmentation that seamlessly blends into a satin flush.

The redesigned Glow Balm (£30.90) serves as a multi-use product that can be worn alone, used as a primer, mixed with foundation, or applied as a highlighter. The hydrating formula features vitamin E, peptides, and hyaluronic acid, anchoring a complexion lineup that includes Flawless Skin Tint SPF 15 and Liquid Highlighter.

Eye offerings include warm- and cool-toned shadow palettes, cream eyeshadows, brow products, and eyeliners. The new black Volume Mascara features castor oil and phyto-keratin with a precision wand designed to separate lashes for clump-free volume.

The £19 Soothing Lip Glaze debuts in Twirl, a warm pink, and French Toast, a warm brown shimmer. Rituals describes the non-sticky product as a tinted treatment blending glossy color with conditioning actives.

The lip assortment also features Ultra Shine Gloss Sticks in Cheeky and Blushed Almond, Advanced Lip Balms, and a 3-in-1 Supercharged Lip Mask. Lipsticks and matching liners are offered in Soft Mocha and Dusky Rose, while glosses come in Clear Intentions, Soulberry, and Vintage Rose.

The collection is available across Rituals standalone stores, select department stores, and Rituals.com.

Its arrival coincides with Rituals’ €40 million retail update program across 1,500 boutiques in 30 countries. The revised retail layout allocates expanded footprint to a central Beauty World section spanning skincare, makeup, haircare, and fragrance. Work began in early August, with the European rollout scheduled for completion by September 25, 2026.