13 Beauty Launches Our Editors Can't Get Enough of This Month

4 weeks ago 23

Updated on Oct 2, 2025 at 9:45 AM

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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 Lip Treatmentsephora.com

Best Lip Treatment

Laneige Lip Sleeping Mask in Pumpkin Pie ($24)

"If you're not a pumpkin-spice person, I'm sorry, but I just don't understand you. I love to lean into the seasons as much as possible, and right now that involves using the Laneige Lip Sleeping Mask in the new scent, Pumpkin Pie. It has an orange hue (but looks clear when you apply it) and smells just like a freshly baked pie. It's so yummy and cozy." — Jessica Harrington, section lead, beauty

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Best Retinolsephora.com

Best Retinol

Shani Darden Retinol Reform ($75)

"I'm using the new Shani Darden Retinol Reform, and it's the first retinol that hasn't irritated my skin. I've been able to work up to using it daily and have noticed my skin looks brighter." — Genevieve Farrell, director, fitness and wellness video

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Best Serumelmbiosciences.com

Best Serum

Elm Biosciences Elemental Serum ($135)

"Nobody serves a social media thirst trap or smize quite like Martha Stewart, so whatever that woman is having, I'll take 10. When it comes to skin care, it turns out that's the Elm Biosciences Elemental Serum, which was created by Stewart and her longtime dermatologist Dhaval Bhanusali, MD (who also had a hand in the creation of Hailey Bieber's Rhode, casual). I've been using it morning and night for the last few weeks, and while I've yet to experience any vampiric age-reversing, I do wake up each morning to a nice glow and a little extra hydration, thanks to the blend of fatty acids, antioxidants, and the retinol alternative bakuchiol. All I need now is that swimsuit selfie-level of confidence to kick in." — Kelsey Castañon, editor in chief

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Best Exfoliating Padsbarefaced.com

Best Exfoliating Pads

Barefaced Polishing Pads ($55)

"It's been a loooong summer, and I've spent the majority of it out in the sun at the beach (as one should). However, it's left me with a lot of dark spots and texture on my chest and arms, and the Barefaced Polishing Pads have been perfect for combating those struggles. You can use these babies on your face and body, but I prefer to use them on my chest, arms, and any other body part." — Renee Rodriguez, senior staff writer and social producer

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Best Tanning Dropsamazon.com

Best Tanning Drops

Self Glow by James Read Golden Nights Sleep Repair Tan Drops ($52)

"At the end of every summer season, I start clinging to my self-tanning drops like my life depends on it, but what I've learned in testing nearly every option on the market is that not all formulas are created equal. Some leave the skin looking orange, some smell like hot dogs, and some do absolutely nothing at all. These nighttime drops from veteran spray tanner James Read are some of the best: just 2-3 drops in my moisturizer before bed lends a subtle, sun-kissed, just-got-back-from vacation glow. Even better, it's infused with plumping hyaluronic acid and peptides for an extra boost of skin-care benefits." — Kelsey Castañon, editor in chief

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Best Lip Glossnordstrom.com

Best Lip Gloss

Estée Lauder Glossy Pout Lip Oil ($29)

"I'm a sucker for a lip product, and the new Estée Lauder Glossy Pout Lip Oil has easily made it to the top of my favorites list. It's hydrating while at the same time giving off the highest shine (like, anyone looking at you may need sunglasses), and it comes in seven shades that are all delicious. My favorite is Strawberry Milk, but Rose Water is a close second." — Renee Rodriguez, senior staff writer and social producer

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Best Foundationsephora.com

Best Foundation

Charlotte Tilbury Airbrush Flawless Blurring & Matte Full Coverage Foundation ($49)

"I'm not usually a matte fan — and actually, I'm not usually a foundation fan either — so you can imagine my surprise when I became obsessed with the new Charlotte Tilbury Airbrush Flawless Blurring & Matte Full Coverage Foundation. While the formula provides full coverage, it blends easily, allowing me to use only a small amount to cover my entire face and achieve a lighter finish. It makes my complexion look flawless and blurred, no pores, blemishes, or fine lines in sight." — Jessica Harrington, section lead, beauty

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Best Blushglossier.com

Best Blush

Glossier Cloud Paint Plush Blush ($26)

"I'm a big blush gal, so when I saw Glossier launched the Cloud Paint Plush Blush, a powder version of its iconic cream blushes, I needed to get my hands on it ASAP. It has the softest, pillowy texture and amazing color payoff. It promises up to eight hours of sweat, transfer, and water-resistant wear, so it holds up to pretty much anything life throws at it. I'm really into the shade Burst." — Jessica Harrington, section lead, beauty

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Best Hair Gelsephora.com

Best Hair Gel

Chris McMillan The Hair Gel ($38)

"I have a love-hate relationship with a slick-back bun. As a former dancer, it took me a while to accept that the style that I was once forced to wear for hours on end is now considered trendy. Now, I do like to sport the look every now and then, but a lot of trial and error was required to find the products that worked for me. Chris McMillan's new line of stylers, specifically The Hair Gel, has been a game-changer for me. I love the easy-to-use squeeze bottle. The strong-hold gel keeps flyaways down without looking like shellac, and best of all, it brushes out easily." — Jessica Harrington, section lead, beauty

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Best Hair Serumsephora.com

Best Hair Serum

Crown Affair Overnight Repair Serum ($58)

"I feel like I've been on my healthy hair journey for-ev-er, and I'm just now starting to see some progress. The Crown Affair Overnight Repair Serum is a recent add to my routine, but it's quickly become one of my favorites. It doesn't weigh my hair down but it still smooths everything while I literally sleep. What more could a girl ask for?" — Renee Rodriguez, senior staff writer and social producer

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Best Body Oilmarykay.com

Best Body Oil

Mary Kay Confidently You Silkening Dry Oil ($24)

"Body oil season is here. In the fall and wintertime when the air is particularly dry, I love to layer an oil on top of my lotion post shower for ultra-soft skin. The only problem? Some oils leave me feeling so greasy that putting on clothes is a sensory nightmare — but not the new Mary Kay Confidently You Silkening Dry Oil. It dries down really quickly, leaving behind hydration without any stickiness, and the scent of mandarin, bergamot, jasmine, and amber is stunning." — Jessica Harrington, section lead, beauty

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Best Fruity Fragranceneverfullydressed.com

Best Fruity Fragrance

Never Fully Dressed Eau De Parfum 002 ($120)

"Never Fully Dressed recently launched two perfumes, and 002 is my favorite. It has an amazing sweet, fruity, floral scent of pink pepper, raspberry, jasmine, cedar leaf, amber, and vanilla. It's bright and happy while also feeling elevated and chic. The bottle itself is so luxe; it's made from a beautiful stone and feels heavy in your hand." — Jessica Harrington, section lead, beauty

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Best Floral Fragrancenordstrom.com

Best Floral Fragrance

Lancôme Absolue Forbidden Rose Eau de Parfum ($270)

"If you're a floral perfume lover, you need to try the new Lancôme Absolue Forbidden Rose Eau de Parfum. It has notes of fig accord and rose for a fresh and bright scent that feels so perfect for daytime." — Jessica Harrington, section lead, beauty

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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.

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