Join the waiting list for five of the most hotly anticipated beauty buys

Waiting for a product is usually the hallmark of a true fan. Gamers will eagerly await the release date of a hotly anticipated new game. Avid readers will count the days until they can get their hands on a beloved author’s latest book. The cosmetics industry is no different. Product superfans abound, and brands benefit enormously from the hype of waiting lists (or waiting periods) and the myth of scarcity.

At their best, waiting periods are the result of a brand failing to anticipate the level of demand their new release would inspire, or simply not having the infrastructure to meet it. At their worst, waiting periods are manufactured by brands to inject a release with mystique and a flavour of anticipation. This is topped with a not ungenerous garnish of cut throat “it’s mine!” vitriol. Luxury product scarcity creates a “Fight! Fight!” attitude that benefits brands and commodifies the successful shoppers’ product by leveraging it into social status among make-up lovers. When something is hard to get, we want it that much more.

Most brands will allow you to sign up on their website so that you’ll be emailed as soon as a sold-out product is restocked. It is also a good idea to keep up with brands on social media to receive updates.

Here are a few of the most hotly anticipated products that you’ll have to wait for:

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High-end skincare that’s actually worth it

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Urban Decay Naked Heat Palette
€47.50 at Debenhams from July 27th

The Naked Heat Palette is by far the best Naked palette offering so far for people of colour. Its warm, rich tones accent deeper skin tones perfectly, but it will look good on any skin tone. The paler your skin, the more dramatic many of the shades will look. As with every Naked Palette there are at least four eminently practical everyday shades that will get you through the working day all year round. When it comes to upping the drama level, the potential for warm, smoky-eye looks is unlimited. Debenhams on Dublin’s Henry Street has already instituted a waiting list to which you can add your name. The palette is excellent value for money and the sumptuous autumnal tones are absolutely worth spending on, working out at around €3.95 per shadow with the double-ended brush thrown in.

Glow Recipe Watermelon Glow Sleeping Mask
$45 from glowrecipe.com

This is the Korean mask that everyone is talking about, and for good reason. It is a delectable goo with a cooling but substantial gelatinous texture. Hyaluronic acid and water work together to instantly plump and revive the skin, while AHAs work at gently resurfacing. I haven’t encountered a hydrating product with a similarly visible overnight effect since Hydraluron Serum from Indeed Labs. There isn’t a waiting list for this product, but you can sign up on the Glow Recipe website to receive an email (along with the thousands of others who are currently waiting) when it’s back in stock.

Ciaté London Mirror Manicure Polish
£22 from ciatelondon.com

Demand for the new mirror polish from Ciaté clearly caught the brand off guard as it has already sold out since its release last week. The polish mimics a finish which usually takes a professional manicure and layers of polish and buffed loose powder to achieve, so it’s no wonder this polish is so in demand. You can sign up to receive an email on their website once it has been restocked.

Farsali Volcanic Elixir
£45 from cultbeauty.com

Farsali is what you might call an "Insta" brand.  Take a five-minute browse around makeup accounts on Instagram, and you'll see Farsali products more times than you can count. Started in 2014, it is essentially skincare designed to optimise the appearance of make-up, and has rocketed into success with the endorsement of major beauty industry figures such as Huda Kattan. Farsali's Unicorn Essence is perhaps their best-known product. Their newest offering – a soothing oil for night time use – will be available from Cult Beauty, where you can currently join the wait list for its release.

KKW Beauty Crème Highlight and Contour
$48 from kkwbeauty.com

Kim Kardashian undoubtedly has the Midas touch. Her contour kits sold out in two and a half hours last month, making a handy $14.4 million in the process. You'll find the most recent restock dates on kkwbeauty.com, and can sign up there for email updates. I would recommend doing your research before purchase though – you'll pay an extra $14.95 for international shipping and a customs charge on top, and the product has been receiving decidedly mixed reviews online.