Shop September 1, 2026

New in beauty: Fragrance from Max Mara and Prada, AORA lip serum, and more

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When it comes to beauty, the editors here at "GMA" regularly keep our eyes peeled for the latest and greatest across makeup, skin care, fragrance, hair care and more.

This week's new launches run the gamut from a nourishing, high-shine gloss treatment you can use at home to a devilishly tempting fragrance that will have you smelling your best this fall.

Below those launches and plenty more, you'll find some of our top picks for discounted beauty this week.

Happy shopping!

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New and notable beauty launches

Beauty sales to shop this week