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Ask any Allure editor, and they’d be hard-pressed to count the number of new products they try in a year—let alone every month. But every so often, something really catches our eye. Introducing This Just In: a series spotlighting the latest beauty launches that land on our desks each month.
And oh, October, you've really outdone yourself. From acne patches with a festive twist to a manicure you can pull off from the couch, these launches made our editors do a full stop.
Our Top October Launches
- Patch Made In Heaven: Hero Cosmetics Mighty Patch Design Patches, $11
- Date Night Ready: Merit New Wave L’Extrait de Parfum, $92
- Glow Getter: Nivea Smooth & Glow Body Milk, $6
- One and Done: Anastasia Beverly Hills Genesis Eyeshadow Palette, $56
- Pretty In Pink: Smashbox O-Gloss PH Lip Gloss, $26
- No Appointment Needed: Olive + June At-Home Dip Manicure, $75
- Smooth Moves: Phlur Heavy Cream Whipped Body Butter, $38
Patch Made In Heaven: Hero Cosmetics Mighty Patch Design Patches
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Hero Cosmetics
Mighty Patch Design Patches
Amazon
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Revolve
Allure Best of Beauty editorial assistant Arietta Hallock after applying the Hero Cosmetics Mighty Patch Design Patches
Arietta Hallock
Why it’s worth it: You’ve likely heard it from your dermatologist (and us!): Don’t mess with your breakouts. That’s why we’ve long credited the Hero Cosmetics Mighty Patch for absorbing excess oil and gunk (gross, yet also so satisfying to see) from existing pimples—and perhaps most importantly, helping us resist the urge to pick. In fact, it’s a formula we’ve awarded more than once: The Mighty Patch Original has multiple Best of Beauty wins under its belt, including 2024 and 2025, and our readers are equally big fans. If you like wearing your pimple patch loud and proud, the new Mighty Patch Design Patches add a festive twist. As soon as you spot a zit, apply one of the decorative patches—from a swirly peppermint to a winking snowman—to clean, dry skin and let the vegan hydrocolloid, an oil-absorbing material you’ll find across all the brand’s patch lineup, do all the hard work.
Tester feedback from Best of Beauty editorial assistant Arietta Hallock
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“There’s been much debate about the pimple patch’s place in public. And while I wouldn’t wear Hero’s limited-edition holiday patches to work, their playful patterns add some festive fun to my nighttime routine. Plus, their spot-calming power proves just as reliable as the original. They are the perfect stocking stuffer this season and absolutely a sleepover staple!" —Arietta Hallock, Best of Beauty editorial assistant
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- Key ingredients: vegan hydrocolloid
- Patch count: 24
Date Night Ready: Merit New Wave L’Extrait de Parfum
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Merit
New Wave L’Extrait de Parfum
Sephora
Allure commerce editor Sarah Han after applying the Merit New Wave L’Extrait de Parfum
Sarah Han
Why it’s worth it: Our favorite fragrances always have us leaning in for another sniff, deserve to sit pretty on our vanities, and oftentimes, both. Enter: Merit’s New Wave. The unconventional, wave-inspired glass bottle symbolizes the perfume’s unexpected scent profile. It pairs effervescent pink pepper and bright orange blossom with warm tonka notes, tobacco accords, and a trail of oakwood for a scent that feels equal parts airy and captivating. Prepare for lots of compliments.
Tester feedback from commerce editor Sarah Han
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“I'm on a mission to expand my fragrance palette, and Merit's New Wave is starting the next chapter. I'd normally turn away from anything with incense and tobacco, but this scent smells lighter than the notes on paper. That being said, it's still going to be a post-work scent for me—think: the ‘swankiest, IYKYK speakeasy.’ Such a vibe." —Sarah Han, commerce editor
More to know
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- Key notes: pink pepper, orange blossom, tonka bean, tobacco, oakwood
- Size: 1 oz.
Glow Getter: Nivea Smooth & Glow Body Milk
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Nivea
Smooth & Glow Body Milk
Walmart
Why it’s worth it: When cold weather leaves your skin a little worse for wear, Nivea’s Smooth & Glow Body Milk comes to the rescue. Unlike a traditional body lotion, the moisturizer’s lightweight, milky texture softens skin, smooths rough patches, and relieves dryness sans the greasy film. Glycerin and hyaluronic acid help lock in hydration and protect the skin barrier, while niacinamide and vitamin E even tone and boost radiance. And because the formula is quick-drying, you can slip into your winter layers without the wait—or that sticky feeling, of course.
Tester feedback from associate social media manager Katie Gunderman
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“This body milk is lightweight, hydrating, glowy, smells divine, and is only $6! I’m sold and will be recommending this to everyone. It gives you Barbie legs, especially if you’re wearing something where your legs are on display.” —Katie Gunderman, associate social media manager
More to know
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- Key ingredients: glycerin, hyaluronic acid, niacinamide, vitamin E
- Fragrance-free: no
Pretty In Pink: Smashbox O-Gloss PH Lip Gloss
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Smashbox
O-Gloss PH Lip Gloss
Amazon
Ulta Beauty
Allure manager of creative development Lauren Alberti after applying the Smashbox O-Gloss PH Lip Gloss
Lauren Alberti
Why it’s worth it: Primer might be the first thing that comes to mind when you think of Smashbox (hi, Photo Finish!), but the brand recently revived another classic: O-Gloss PH Lip Gloss. The color-changing formula swipes on clear, then adapts to your skin’s pH to reveal a personalized pink hue. The high-shine color payoff is just as memorable as the original and leaves lips plumper, glassier, and never sticky. It also nourishes parched lips with rich plant oils—avocado and castor seed oils—and hyaluronic acid, plus new-to-this-version vitamins C and E for an extra antioxidant boost. But where it really shines (pun intended) is its volumizing finish, thanks to minty menthol that plumps without the spicy sting of traditional lip plumpers.
Tester feedback from manager of creative development Lauren Alberti
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“I typically stay far away from lip products labeled ‘plumping' because you never know what you're going to get. Sometimes it's a mild experience, and sometimes it feels like you just ate a hot chili pepper! I'm here to tell you that this one passed the test! There's no stinging or spicy feeling on your lips, just a nice plumping gloss with a bit of a tint. I love how shiny it is, giving a super-hydrated look.” —Lauren Alberti, manager of creative development
More to know
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- Key ingredients: avocado oil, castor seed oil, hyaluronic acid, menthol
- Shades: 1
One and Done: Anastasia Beverly Hills Genesis Eyeshadow Palette
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Anastasia Beverly Hills
Genesis Eyeshadow Palette
Nordstrom
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Ulta Beauty
Allure associate social media manager Katie Gunderman after applying the Anastasia Beverly Hills Genesis Eyeshadow Palette
Katie Gunderman
Why it’s worth it: Circa 2016, cut creases were all the rage, lip combos came in coordinated “kits,” and the Anastasia Beverly Hills Dipbrow Pomade was the product for sculpting brows. While our routines would be nothing without the brand’s incomparable brow lineup—ArchiBrow Pencil even snagged a Best of Beauty win this year—we’d be remiss not to give the eye shadow palettes their flowers, too.
Whether you’re a seasoned pro or loyal to your singles, the Genesis Eyeshadow Palette strikes a happy medium with 12 shades that offer just enough creativity without overwhelming your makeup bag. Think cool mattes, sculpting browns, and subtle shimmers that blend like butter, have minimal fallout, and stay put until the p.m. So whether you’re after a soft wash of color or full-on holiday glam, these versatile tones complement every skin tone, age, and skill level—mature lids included. The formula also features hydrating glycerin and vitamin E to help each shade glide across lids without tugging. The cherry on top is the full-size mirror that makes touch-ups a breeze.
Tester feedback from Gunderman
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“The palette has a wide range of mattes that work for multiple skin tones and can add depth to any look. There is also a shimmer shade and a thicker glitter shade to add extra dimension and shine—plus, there’s hardly any fallout. The shade selection and textures are a dream! Not to mention, the shadows are pigmented, creamy, and blendable.” —Katie Gunderman, associate social media manager
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- Number of shades: 12
- Finish: shimmer and velvet-matte
No Appointment Needed: Olive + June At-Home Dip Manicure
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Olive & June
At-Home Dip Manicure
Olive & June
Why it’s worth it: We’ll never tell you to skip your trusted nail tech, but when time is limited, a little DIY sesh can save you a trip to the salon (and precious dollars). You probably recognize Olive & June for its long-lasting polishes or its Best of Beauty-winning Gel Mani System, but the new, all-inclusive Dip Manicure kit offers another beginner-friendly approach to the at-home manicure. Layer on the base coat, activator, and color (choose from 15 vibrant, acrylic-free shades) before sealing it all with a topcoat. Unlike the gel system, this formula doesn’t require a UV or LED lamp to set—just let your nails fully dry before heading out the door. While it claims to last up to 21 days, the kit lasted one Allure editor just over a week without chipping or lifting.
Tester feedback from content director Sophia Panych
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“This is the first at-home manicure that's lasted more than a week for me. In fact, it lasted almost three days without any chips or lifting. It's incredibly durable and protects my natural nails underneath. And while I was nervous about removal, the kit makes it super easy, and my nails are still in great shape afterward.” —Sophia Panych, content director
More to know
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- Wear time: 21 days
- Shades: 15
Smooth Moves: Phlur Heavy Cream Whipped Body Butter
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Phlur
Heavy Cream Whipped Body Butter
Nordstrom
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Sephora
Why it’s worth it: If you’ve ever wished you could bottle Phlur’s fragrances into skin care, you’re in luck: The decadent, dessert-inspired Heavy Cream scent now comes in a Whipped Body Butter, so you can treat your skin and your senses. Of course, the rich, creamy formula is also chock-full of heavy-duty moisturizers—such as shea and cocoa butters and squalane—to keep dry skin happy and noticeably soft. Glycerin and plant oils, including coconut and castor oil, help support the barrier, while niacinamide, prickly pear, and green tea smooth texture and boost elasticity. Here’s to hoping the body butter extends to all of our favorite Phlur scents. Vanilla Skin, anyone?
Tester feedback from social media manager Bianca Richards
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“Phlur is expanding its body-care line with the brand’s first-ever body butter in Heavy Cream—and it’s truly heavenly! The whipped, buttery texture lives up to the decadent scent that's warm, sensual, and cozy.” —Bianca Richards, social media manager
More to know
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- Key ingredients: glycerin, coconut oil, castor oil, shea butter, cocoa butter, niacinamide, prickly pear, green tea
- Fragrance-free: no
- Size: 6 oz.
Frequently Asked Questions
How we test and review products
When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.
For our list of the best new October 2026 launches, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.
Our staff and testers
A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.
After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.
