15 Beauty Launches Our Editors Can’t Get Enough Of This Month

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For some people, the beginning of October marks the official countdown to Halloween. If you’re a beauty aficionado, however, it also means the kick-off to a new slate of fall beauty launches. Maybe it’s the budding anticipation for holiday releases or the extra time you’re probably starting to spend indoors, but regardless, one thing most of us can agree on is that this season of beauty-product drops just hits differently.

With the colder months hovering just right around the corner, a common theme we’re looking at can be summed up in one word: rich. From decadent skin-care, floral fragrances, and hydrating hair products, there’s something comforting about refreshing your beauty routine and cabinet this season. Should you also be an early bird, you can even get a head start on your holiday shopping and beat the crowds. A win-win.

To help make the narrowing-down process easier, Popsugar beauty editors have tried dozens (if not hundreds) of new product launches in order to recommend you the absolute best of the best. If you’re looking for a starting point, or a way to revamp your products for fall you can use this list to kick off your October beauty shopping. Keep reading ahead for the best new beauty launches this month.

Best LED Mask

“With hundreds of red light masks on the market, it is hard to actually innovate, but this new launch from CurrentBody is something I’ve never seen before. The brand combined its premium LED technology with an app called MyDose, where you can customize what wavelengths you want to emit on different areas of your face. In other words, I can use blue around my chin to tackle breakouts, green around my cheeks to calm inflammation, and red everywhere else — all in the same 10-minute session. While an investment, this is the first mask to offer this level of customization with six different wavelengths. You essentially get endless light therapy combinations at your fingertips and can even share your favorite settings with other Series 3 users. This has easily become my new favorite tool.” — Adi Giesey, staff writer, shopping

Best Toner

“I recently started using iS Clinical products in my daily routine, and I’m obsessed with the brand’s newest launch — the iS Clinical Daily Active Smoothing Toner. It’s made with a blend of AHA, BHA, and PHAs to exfoliate skin while still keeping it hydrated. I use it every day after cleansing, and it’s been keeping my acne-prone skin looking and feeling its best.” — Renee Rodriguez, senior staff writer and producer

Best Tinted Mineral SPF

“Merit’s tinted mineral sunscreen is not new; it’s actually a beloved editor favorite, but I recently rediscovered just how good it is when I was checking out the brand’s collab with Live The Process, like ($170). Like its makeup, the new limited line of clothing essentials is a minimalist’s dream.” — Jessica Harrington, beauty lead

Best Skin-Care Set

“I know the holidays are all about spreading the love, but I’m going to be so totally honest with you — I typically buy gift sets for me, myself, and I. What can I say? Skin-care products in a set are my love language, which is why I couldn’t say no to the Skinbetter Science Glow and Go Set. It has some of my favorite products inside, plus it comes in the cutest travel case that I will be using nonstop.” — Renee Rodriguez, senior staff writer and producer

Best Balm

“Hi, I’m Renee, and I’m obsessed with balms. Lip balms, skin balms, feet balms. . . you name it, I love it. Now, imagine how much I love an everything balm. Yeah, like a balm that goes on all the things I already listed and more. It’s made with emollients that sink into your skin rather than just sitting on top, so it gives serious hydration without a greasy feeling. Yep, I’m obsessed.” — Renee Rodriguez, senior staff writer and producer

Best Eye Masks

“Can we talk about how adorable the Fishwife x Dieux Reusable Eye Masks are? The Dieux Reusable Eye Masks are a forever favorite, but they just teamed up with my favorite tinned fish company to make them even cuter. The little fishies are perfect for keeping your under-eyes hydrated and looking adorable at the same time.” — Renee Rodriguez, senior staff writer and producer

Best Lip Gloss

“I own a million lip glosses and yet I still manage to find a new one that blows me away. The new GlossWork 4D Ultra Shine Plumping Lip Gloss from Danessa Myricks just came across my desk, and I fell in love with the shade Spiced Latte, a warm medium brown, for fall. The formula has a silky, bouncy texture that glides on smoothly and leaves lips feeling hydrated. I also like the metal applicator tip for an instant cooling effect.” — Jessica Harrington, beauty lead

Danessa Myricks Beauty GlossWork 4D Ultra Shine Plumping Lip Gloss
From$26

Best Palette

“I’m a freak for an Hourglass palette, but the brand’s latest — the Ambient Lighting Edit — has really got me hooked. The colors are perfection for getting a glowy look without looking too glittery or shimmery, and the case design is something worth drooling over.” — Renee Rodriguez, senior staff writer and producer

Best Concealer

“I’ve been in love with just about every Marc Jacobs Beauty launch, and this new concealer is no different. First, the packaging; I don’t think I’ve ever seen anything cuter. I need to give the brand kudos for its range of 40 shades, all offering long-wearing medium coverage. The formula itself is hydrating and doesn’t dry out skin, even after eight-plus hours of wear, and the built-in brush applicator makes precision application so easy.” — Jessica Harrington, beauty lead

Marc Jacobs Beauty Nude Awakening Hydrating Medium Coverage Concealer
From$36

Best Shampoo

“I’ve been loving using the new Amika The Protector Color Protect and Strengthen Shampoo and Conditioner on my color-treated hair. It leaves my ends feeling moisturized and hydrated, and my hair always looks shiny and feels soft after every wash. It prevents color fading for up to 40 washes on permanent hair color, and it smells amazing.” — Renee Rodriguez, senior staff writer and producer

Amika The Protector Color Protect and Strengthen Shampoo
From$30

Best Hairspray

“Let’s be real: I feel like the hairspray category was long overdue for a little shake-up. And leave it to Olaplex to do just that. This new flexible formula offers all-day humidity protection and medium hold without leaving your hair with that dreaded crispy coating that most hairspray formulas tout. What’s really neat is it features bond repair technology to help create memory with your style long after you turn off your hot tools.” — Jessica Harrington, beauty lead

Olaplex Shape Set Hair Repair & Frizz-Control Flexible Hold Hairspray
From$34

Best Hair Brush

“I need everyone to stop what they’re doing and go buy this hairbrush. It’s not often that I say something is a must-purchase, but Tangle Teezer’s newest product is worth every penny. The new Complete Carebrush allows you to pick a brush specific to your hair type (hello, genius!), and it detangles, massages, and gives your hair shine just by brushing it. First of all, no brush has ever made my scalp feel this good. Second, it’s so easy to get tangles out without pulling my hair, and third, I love that I can purchase something made specifically for my fine hair.” — Renee Rodriguez, senior staff writer and producer

Best Perfume

“I’m warning you now: this perfume is limited edition, and I have a feeling a lot of people are going to be upset about it. The newest member of the Yves Saint Laurent Libre family, the Santal Eau de Parfum has notes of warm sandalwood, zesty orange blossom, and clean lavender, creating a scent that feels like a cozy embrace from someone special.” — Jessica Harrington, beauty lead

Best Candle

“I am unapologetically obsessed with all things pumpkin and fall. The second it hits September 1, I swap all of my candles for seasonally appropriate scents, and I couldn’t wait to bust out Glasshouse Fragrances’ new Harvest Muse Candle. The jar? Stunning. The scent? The perfect quintessential fall gourmand with notes of pumpkin, cinnamon, clove, vanilla, and musk. It’s so good.” — Jessica Harrington, beauty lead

Best Home Diffuser Fragrance

“I didn’t know I needed a ‘Twilight’-scented home diffuser until now. This set from Drift contains a home diffuser device and three refills of the brand-new scent inspired by the film and the misty woods of the Pacific Northwest. It has notes of plum, vanilla velvet, and moon flower to create the perfect fruity-woody blend.” — Jessica Harrington, beauty lead

Renee Rodriguez is a senior staff writer and social producer for PS. She writes across all verticals, but her main areas of expertise focus on fashion and beauty content with an emphasis on reviews and editor experiments. She also produces social content for the PS TikTok and Instagram accounts.